A customer avatar is an imaginary person that describes the ideal
demographic for your business. This avatar is a composite of many characteristics that describe your target market—the customers your
business desires the most. The characteristics will vary depending on
what your company is selling, but will comprise of someone who will buy
from you over and over again.
Businesses create customer avatars instead of just using preferred
demographic statistics because these avatars can ultimately help you
make better decisions. Imagining an individual that has his or her own
backstory that buys from your company can give executives a more
complete picture.
Define but Don’t Limit
Where does a company begin in determining their own avatars? Think of
video game avatars. When those are created, you have to do much more
than just name them. They are constructed with specifics, in a number of
categories. When specifying your customer avatar, it will be no
different. Establish categories that must be filled out, such as, their
name, a photo, age, interests, family information, psychological traits,
etc. There are websites that provide avatar builders like Mad Men
Yourself and Face Your Manga.
Defining your customer avatar is crucial so your business can focus
its marketing and new offerings appropriately. Companies can then tailor
a message that will resonate with customers most likely to buy from
them. Just be certain not to limit your target audience too much. After
years in this business, I’ve discovered that casting a wide net is more
productive. Then, within that big net, people from your avatar’s main
demographic will buy from you. There will also be others that don’t fall
into your targeted demographic that will also buy from you. This
wouldn’t happen if your marketing didn’t encompass this broader
strategy. The last thing you want is to limit anyone from buying from
you, even though they might not fall into your originally identified
avatar.
Marketing
Once you have defined your customer avatar, it’s now time to market.
Keeping in mind that you want to broaden your marketing efforts to a
scope further beyond your ideal demographic, it’s time to place some
ads.
Where to begin? This is where your avatar can be used as a key
advantage. It can force you to brainstorm actual marketing channels that
you would use to advertise and other methods to reach those customers.
It helps answer key questions like the types of ads that would be
effective or the vocabulary and tone that should be used. Just remember
to broaden the scope beyond the rules of your avatar to cast a wide net.
Capture Leads
The leads that resonate the most with you, will buy from you. You’ll
get these leads with your funnel and lead capture page. These potential
customers will subscribe to your list. They’ll start getting your
emails, your videos and all of your marketing efforts. Introduce
yourself within that messaging, explaining what you’re doing and why.
Final Thought
One last thing that is very important when communicating to your
avatar’s key demographic: be authentic. Adding personal details, when
appropriate, can help show your authenticity. This will help your
business stand out in a crowded market.
Creating your company’s own customer avatar is beneficial. It
provides focus for marketing and new products. It helps answer key
questions, is a great point of reference, and adds a little imagination
when trying to define your ideal customer.
-Matt Lloyd
-Matt Lloyd
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