No, we are not talking about those funny blue guys in that three-hour-long movie a few years back…by definition, the word “Avatar” means: “an icon or figure representing a particular person in digital format.”
Your customer avatar basically is your target
audience on steroids. If you run a business or conduct any type of marketing,
then compiling your target audience is usually one of the very first things you
are told to do. And there is a good reason for this.
If you do not know who you are selling to then you might as well not be selling at all. This should be obvious, and if you have not yet set up a basic target audience then I suggest you do that first before reading the rest of this article. To help you get started below I have listed the basics of setting up a target audience. (There are also plenty of resources that are a lot more in-depth, it’s called the internet.)
• Who – age, gender, location, earning bracket?
• What – what are their pain points that your product or service can solve.
• How – how does your product or service add value to this person’s life and help solve their pain points?
• Why – why would they choose you over your competitors? Price? Service? Quality? (https://www.sitepoint.com/how-to-create-unique-selling-proposition/
• Where – where is the best place to find this person. Where do they get their information from?
Once you have set up your basic target
audience the next step would be creating a customer avatar. Your customer
avatar is a more detailed and in-depth look at your target audience, we use the
word avatar because, at the end of this, you will have an exact name, picture,
and profile of your ideal customer. Adam and Jane are Cultivate’s ideal client
avatars, we use them as a basis for all our generic communication. They
encapsulate everything we look for in an ideal client and are based on clients
we have worked within the past, coupled with research and surveys conducted
over a certain period. We use their avatars to decide on where we advertise to
them, how and in what tone.
You don’t just have to have one customer avatar, you can have several, we suggest starting with a male and female avatar (if you service both). From there you can add to your avatar collection and create a whole family if you will. This is great if you are launching specified campaigns.
For example, when we promote our corporate identity packages we advertise to a different avatar because they do not fit in with the needs of Adam and Jane. They are budget conscious, usually a small business owner or entrepreneur at the beginning stages of building their brand. Everything we do is targeted specifically to their needs and wants.
Here are a few topics to consider when creating your first avatar:
1. Demographic’s: age, gender, location, marital status, occupation, annual Income & level of education.
Example: You are not exactly going to advertising a romantic couple’s holiday on a website where only singe people visit.
2. Goals & Values: By understanding what their goals and values are you can tailor your communication to show them how your product or service can help them reach their goals while appealing to their values.
Example: Let’s say that one of the value’s your avatar has is credibility, you could then run a video campaign targeted at your avatar of clients giving great testimonials about your product/service.
3. Challenges & Pain Points: By understanding your avatars true challenges (the things that keep them up at night) you can then show them how your product/service can solve those pain points and bring value to their lives.
Example: You have a business where you prepare ready-made meals and one of your avatars could be a single working mom who does not have the time to make or fetch food for her kids every single day? You can solve this struggle she has of not being able to do it all by offering free delivery once a week? You can also use that pain point in your marketing message to get her attention.
4. Source of information: When and where does your avatar get their information from? By knowing where they consume their information you can make sure you advertise to them where you know they will be at the times they will most likely be consuming this information.
Example: Your target avatar could be a high-profile businessman who is always on the go. A good place to advertise to them would be LinkedIn or on the sites, they would most likely visit because they have a high paced lifestyle you would give them the information they need in short, attention-grabbing formats and not long-winded blog posts or lengthy videos that they do not have the time to watch.
5. Objections: You need to know who your avatar is in the buying process ( there is no point putting all your marketing efforts aimed at the person who has no say in the purchase process) and what type of objections they may have when deciding whether to your use your product/service.
Example: An objection your avatar may have is price, you need to understand why would they have this objection? Because you should already be advertising to someone who can afford your product/service. Do they not fully understand what you are offering or see the value in it? You need to them make sure that you truly explain what it is you’re selling and why it is valuable to them.
You should have a good picture of who your avatar is. The more you can understand your avatar/s the better you are able to service them and create real and lasting value in their lives,(while achieving your own business goals) because at the end of the day regardless of what business you are in, in some way it was started not only to make money and to earn a living but to give someone something of value and that is the true nature of marketing, believing in what you are selling and getting others to believe in too. Creating a tribe of loyal customers and brand ambassador’s that will follow you wherever you go. So why not give them what they want, when they want where they will find it?
We have put together a PDF download with everything you need to complete your first client avatar, so what are you waiting for? Download it now and get to work!