How to Create the Ideal Customer Avatar?
Approaching your progress may have you s[inning your wheels. Sometimes you’ll want to send out surveys or have face-to-face conversations with your current customers. Other times, you’ll be pretty familiar with your customers want and the characteristics that come along with them.
Either way, the goal is to keep going. You don’t want to wait around to create your avatar. Fill in the blanks with assumptions when you can’t fill it in with data or research. Then, add it to your to-do list of things to find out.
So the first thing your ideal customer avatar should have is a complete list of goals and values. What matters to your customer? What is he or she committed to? Tae note of these things and connect the dots of how they are relevant to the product or service you offer.
Then take that information and use it to create a surge in everything from your marketing and copywriting to your overall product creation.
Next, consider various sources of information. Are there any books or magazines your customers cling to? How about conferences or certain figures? Blog posts or websites? This part is essential to figure out where your customer is. This way, you will be able to advertise in the best spots, and the various target options you have.
There’s a trick you can do here. Complete the following sentences:
My ideal customer avatar would read this book and no one else would.
My ideal customer avatar would attend this specific conference and no one else would.
The trick here is you want to find everything – books, blogs, conferences, people, etc – that your ideal customer is drawn to, but not many other people are.
Now you want to focus on the demographic information of your customers. This will help you predict your customer’s needs and create beneficial content. This includes the usual information of age, gender, location, level of education, etc. Figure out this information to give your persona a true-life personality.
Now you want to zero in your focus on your customer’s challenges and possible pain points. What kind of challenges does your customer face on a regular basis? What is he or she afraid of? Answering these questions will help you develop new products and services, which you can input into your ad and marketing campaign.
If you’re able to hit on these points, your customer will be compelled to act. Use that language in every single one of your marketing messages, from email to your website. You’ll be on the same page as your customer and have him or her thinking This Company gets me. They know what keeps me up at night and they have the solution. Maybe they can help me after all.
Finally, you’ll want to find out your customer’s objections and their role when it comes to the purchasing process. Put yourself in your customer’s shoes and consider why he or she would choose to pass on your product of service. Known as “objections,” these need to be included in all of your marketing.
The second part of this is deciding what type of role your avatar plays when it comes to buying. Are they the end-all, say-all? Do they get to make the last and final decision? Are they able to influence the ultimate decision-maker?
If you’re able to understand what role your customer avatar plays in the purchasing process, you can create your marketing and sales campaigns based around that.
So the final question – do you create one customer avatar and leave it there? The answer is no. Once you really start getting this whole customer avatar concept, you’ll be able to create several different avatars for every aspect of your business.
Needless to say, there’s a lot riding on you finding your ideal customer avatar. Luckily, Frictionless can help. Not only do they help you come up with your customer avatar, but they help you make sure you apply the content in the most useful and effective way.