How much do you actually know about your customer? It’s a simple question, but it’s the most important question any marketer can ask. Knowing as much as possible about your ideal customer will impact every single aspect of your marketing strategy. What kinds of content should you create? Where is the best place for paid traffic? How should you word your copy? All of these are questions that creating a customer avatar can help you answer.
A customer avatar is a fake profile of your business’s ideal customer. This profile will have any number of details about this made-up person’ life, and helps your marketing team stay on the same page when developing a marketing strategy. There are any number of things you can include in your customer avatars, but there are five you should be sure to have: goals and values, sources of information, demographic information, challenges and pain points, and objections and role in the purchasing process.
You might think you know who your customer is, but there’s only one way to be certain. Taking surveys of your customers will help you validate your guesses, and could possibly steer you in a completely different direction. When starting out creating your customer avatar, you don’t need to wait for the results of the survey to come in. So that you’re not wasting time, make educated guesses and adjust later when needed.
Things like age, gender, and occupation are all things to consider when figuring out your avatars. Demographic information says a lot about a person in short, easy to read bullets. Other points to figure out could be:
- Marital status
- age/number of children
- Geographical location
- Job title
- Annual income
- Level of education
- Political affiliations
This is where a lot of people start and end with their customer avatar. While this information is all useful and important, it’s not where you should stop. If you only consider demographic information, you’re only getting a broad, abstract view of your customer. Go deeper to get a better idea of what your ideal customer thinks and feels.
Goals and Values
Jane Smith is a mother of two active young boys, both with busy schedules filled with sports practices, school work, and other activities. Evenings are filled with carpools and homework, so Jane doesn’t have time to make the healthy dinner that she wants to make. She wishes there were a better option.
What are Jane’s goals here? You could say many things, but the primary ones are making sure her boys get to their activities on time and still have a healthy dinner. What about her values? Would you say she values her kids’ health?
If you are a marketer for a fast food chain, you could apply this information by advertising that your food is healthier than the alternative.
Sources of Information
Where does Jane get her news and other information? What books, magazines, and websites does she read? Knowing where your customer gets their knowledge from is crucial to advertising, because it can clue you in on where to target your advertising. For example, if you know Jane frequents Facebook, you should be advertising on Facebook.
Finding niches is also important. The more precisely you can target your demographic, the more they’ll trust you. If you were selling basketball shoes, almost everyone in the US knows who Lebron James is, so having him as a spokesman would appeal to a large audience. But by having a spokesman that only true basketball fans would make your shoes more reputable among basketball fans, because it shows you yourself are a fan of basketball. A good way to think about this is by thinking “my ideal customer would know/read/watch/attend this, but no one else would.”
Challenges and Pain Points
What challenges is Jane facing? What does she want fixed? How can you use your copywriting and ad creatively to compel her to action? By figuring out what problems your avatar is struggling with, you can better describe how your business is a great solution. For Jane, her problem is finding a fast way to feed her family a healthy dinner on the go. If you’re a restaurant who specializes in health food, how can you let her know you are her best option?
Objections and the Role in the Purchasing Process
Why would Jane not buy your food for dinner? Maybe her one son has a food allergy. Do you offer a list of ingredients so she knows her kid won’t have an allergic reaction? How will you show this?
Additionally, you need to consider that Jane isn’t the only person in her family you need to convince that your food is the best option. Her spouse might want to help make decisions, or maybe her kids want to choose where to eat. How can you give her information to give to her family that your restaurant is the right choice?
Build Multiple Customer Avatars
Congratulations! You’ve now built your first customer avatar and are ready to advertise to them. Time to do it again! Your business probably doesn’t only sell to one type of person, so why would you only need one avatar? For each segment of the market, you need to create a new customer avatar so that you know your marketing is going to be at its most effective.
Do you still have questions about creating a customer avatar? We can help! Contact us here for more information.