An integral aspect of every digital marketing campaign is the recognition and creation of a customer avatar, and this goes much further than first glance. In this article, we’ll talk you through what a customer avatar is, how to create one and why it is essential for every individual wishing to market their brand.
What is a customer avatar?
A customer avatar is defined as your ideal customer, and information included within should be based on market research from potential consumers. Completing a worksheet on your customer avatar will help you to pinpoint a demographic that is most likely to purchase from your business. A deep understanding of such demographics will affect every aspect of your marketing strategy from product development to sales and will help you to maximise your profits.
How do I create my avatar?
Creating a customer avatar is much more detailed than you may first imagine, and the absence of a virtual profile or the lack of detail regarding one is detrimental to your brand. Are you underestimating the power of the customer avatar? Read on.
Creating your customer avatar is easier than you may think, and you must recognise the correct questions to ask to benefit from such an essential marketing tool.
Download our 1-Page Avatar worksheet here: CUSTOMER AVATAR WORKSHEET
Okay, what do I need to include?
Initially, you should name your avatar and provide them with a photo, this may seem futile but will help to humanise their profile, and ensure you can connect with your new ideal consumer.
Let’s start with the general aspects of your new avatar, your ideal demographic, and their traits. This should include their age, gender, profession, marital status, location, yearly income, education and family size.
Following this will be their Psychographic traits or their goals and values in relation to both their professional and personal lives. This should be as detailed as ‘wants to live a healthier lifestyle,’ ‘wants to receive a promotion in the next two months,’ ‘wants to spend more time with family and less time at work.’
An ideal section to follow this will be details on where your new avatar receives their sources of information, in this part list as many books, magazines, blogs/websites, conferences, podcasts and aspects that fit into other as you can that are directly applicable to your ideal consumer.
Section three is titled challenges and fears and can relate directly to your avatar’s worries, and these can be both professional and personal and will help you to find out what areas your product/service can remedy in your ideal consumers lives, in what way can your brand benefit them?
The final section that should be included in your customer avatar profile is their objections, and what role they play when purchasing a new product/service. Objections should link to potential concerns you believe your ideal consumer may possess regarding your product. Their position will subsequently discuss whether they are the decision maker and thoughts on varying price points.
The completion of their profile with high levels of detail will result in the ability to understand your ideal customer better, helping you to shape your marketing technique further.
Why should I create one?
A customer avatar is essential for every marketing campaign to be able to understand your ideal consumer and pinpoint the most effective marketing techniques that will result in measurable sales.
Amongst the numerous benefits of developing such a persona, critical aspects of your marketing campaign that your new avatar will benefit can include insight into what media platforms they are more inclined to use. Such knowledge may seem interchangeable at first glance yet understanding when your ideal consumer is online and what their interests are will have a direct effect on your social media marketing techniques. Developing this further, understanding what media platforms your brand should be both present and active on will only increase your exposure to idea customers that are interested in your goods/services.
The creation of a customer avatar will allow you, as a business owner to take a directly useful handle on your advertising; money is well spent rather than wasted on irrelevant platforms; a common pitfall many startup companies fall victim to. Your new customer profile will help you pinpoint where to advertise and maximise your brand exposure.
As well as the benefits listed above, your avatar will also subsequently help you to fine-tune your product or services. The ability to anticipate consumer trends, needs and concerns will ensure you can replicate this within your product development. Generating this connection between your fictional avatar and a real consumer will help to create a better understanding and subsequent ability to build consumer relationships.
Developing your ideal customer avatar is the first step in truly understanding and improving your marketing campaign to reach real, paying consumers.