You aren’t using your customer avatars properly. Rather, you aren’t using them enough. Customer avatars, when done right, give you a base for all of the marketing campaigns you are going to do with your business. When was the last time you looked at your customer avatar? After a while, businesses can get in the mindset of “I know my customer, I don’t need to look at the avatar!”. While it may be true that you know who your avatar was, what’s changed since you created them? When was the last time you updated your avatar? 6 months? A year? Never? There are many factors that can cause your avatar to need updating, and it’s important to do so every so often. Today we will discuss a few reasons to look at and revise your customer avatar.
Why Update Your Customer Avatar Profile?
Good question. Put simply, people are not static. Likes change, dislikes change, people change. If something in the world happens, it might alter how your customers view the world—or certain aspects of it. Your avatar is a picture of who you want to sell to, so it should reflect that. If you’re using 10-year-old data, you could be marketing to someone who doesn’t exist anymore. It can make your business and product seem old and outdated.
This doesn’t mean that every six months you need to completely throw out your old customer avatars and start from scratch. If you did that, you’d never get anywhere. Small tweaks every so often are good to make sure nothing drastic has changed, and to remind yourself who your customer is. Reserve big changes for when you really need it. There are several things to look at when updating your avatar profiles. We’ll discuss three big ones.
New Technology and Innovation
Today, new tech is coming out what seems like every day. Whether it’s a new smartphone or a new idea in grocery delivery, there are always new things happening. Has new technology emerged relating to your product or your avatar? Do they like it or not like it? Or, maybe there’s a new social media site that has become popular? Why? How can this relate back to your product or service? Indicate this on your avatar profile, so that you can best advertise to them.
Okay, not everyone is into the latest celebrity gossip. But even people who aren’t up to date on who’s dating who tend to have opinions on modern movies, television, and other media. For example, it’s hard to go outside the last few years and not see someone in some form of superhero clothing. What are some cultural trends today? How does your avatar feel about these trends? Whether they love it or hate it, that’s something to mark in the avatar’s profile.
This is a touchy subject, but it’s important. Even if your business itself doesn’t outwardly endorse a certain party, your target customers probably do. What party is that? Have they always affiliated with this party? What changed? What hasn’t? Has the political climate affected their spending habits? The answers to these questions can be very eye-opening, especially around big election time.
Using Your Updated Customer Avatar Profiles
Okay, now that you’ve updated your customer avatars, time to put them to use. You’ve got this data, you know who you’re selling to, now you need to sell. If you ignore this information or don’t intentionally utilize it, you run the risk of wasting time and money on advertising. Why bother making up avatars if you don’t make good use of them? The question now becomes, how? You’ve got all this data, but how do you make the most use of it for your advertising?
Targeted Ads on Social Media
Targeted ads quickly becoming one of the best ways to advertise. It’s quick, cheap, and can reach a targeted audience. When you set up targeted ads, Facebook, Instagram, etc. all have you fill out a questionnaire on who you want to target. Having just updated your avatar profiles, you probably have a better idea on who your customer is. If you’re already using targeted ads, update these parameters if you need to. If you’re just starting, don’t forget to come back periodically when you adjust your customer avatar.
Social Media Content
Along the same lines as targeted ads, your content should reflect your updated avatar. If you’re posting pictures of cats on your Instagram page for a dog food brand, you’re not catering to your avatar. These posts aren’t always paid advertising, but your fans and customers should still expect to see content that resonates with your brand.
Likewise, your blog is a form of social media. Think about what kinds of things interest your avatar and how that can relate to your product. From there, you can begin to create a blog content calendar so that you always have a topic to write about.
Your blog, social media, and any other form of advertising should all be at least somewhat cohesive. Ad campaigns can last anywhere from a few months to a few years, so having up-to-date customer avatar profiles ensures that these campaigns are relevant.
The customer avatar profile is one of the most important things to keep coming back to when advertising. Without it, you’re throwing stuff at a wall and hoping something sticks. Customer avatar profiles give you direction. If your avatar is up to date and accurate, you’ve got a great jumping off point for any future advertising you do. That is, until you update your profiles again!