13 Dec Creating Your Customer Avatar
Knowing your customer is a key to a solid business and marketing plan. To do this, you would need to do enough customer research and create your customer avatar.
People would tell you that you can’t hit a target that you haven’t set. That’s true. To know who you’re selling to, you need to create a fictional persona that captures the key characteristics of your ideal customer.
For some businesses, you might find that you have more than one ideal buyer persona or customer avatar. It’s important to start with the one buyer persona most likely to bring you more sales.
A well-defined ideal customer allows you to be more efficient in your marketing, develop better products and services, and effectively connect with their pleasure and pain points.
Here are the things you need to include in your customer avatar:
This is the easiest part. List your avatar’s demographic traits: age, sex, education level, income level, marital status, occupation, and average family size. For the age, you need to keep it a smaller range of within 5-15 years. Most people would set their customer avatars for senior citizens at 60-80 years old, but you wouldn’t expect a 20 year old and 40 year old to be similar, right?
This is where you would need insight from customer interviews, surveys, and other data gathering methods. They’re based on your ideal customers’ values, attitudes, lifestyle, beliefs, and interests. Simply: What is important to your customer?
From here, you can name your avatar and put a face to their name. Use a stock photo or illustration to represent your avatar visually and lay out this information on a one-page document called a dossier.
One final thing you can do to enhance your understanding of your customer is to write their story. Write about the journey your customer would have in discovering, purchasing, and repurchasing your product. This would guide your marketing and business decisions.
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