Creating a Customer Avatar: The Secret to Writing Better Copy!
Marketers, and business owner alike, want to have successful marketing campaigns.
A great marketing campaign does 2 things for your business.
- Helps you consistently enter new prospects into the top of your sales funnel
- Helps you nurture and convert prospects into leads, and leads into paying customers
This is achieved by ensuring that the right product is marketed to the right customers at the right point in time.
If you are looking to start a new business, or grow an existing one, a great marketing campaign is a must. The question then becomes, what makes a marketing campaign effective and profitable?
The simple answer is a customer avatar!
Read on to find out what you need to know about creating a customer avatar; and its role in the success of your business.
What is a customer Avatar?
In the marketing world, a customer avatar is an in-depth profile of your ideal customer. It is specific to one person (fictional), and describes what is known about them.
It is sometimes called a customer profile, marketing persona and buyer persona.
A customer avatar gives you insight by providing an in-depth view of the ideal customer you want to market to.
Your ideal customer should be one who:
- Is loyal to your brand
- Makes repeat purchases
- Refers others to your business/products.
A customer avatar is not a simple description of your average buyer.
Regardless of how good you think your product is, it is unlikely that you can sell it to everyone.
Having a customer avatar plays a huge role in the success of any business, by giving marketers an idea of who their ideal customer is including, their values, wants and needs, where to reach them, how to appeal to them etc.
With this information, marketers can focus their efforts on selling to the right person, in the right place/platform, at the right time.
Depending on the nature of your business, and product offering, you might have to create more than one customer avatar to identify your ideal customer(s).
If you need help creating your ideal customer avatar register for our free 5-Day Challenge to Attract More Customers
What A Customer Avatar isn’t
From the above, you can see that a customer avatar is a highly focused representation of your ideal customer.
However, an avatar is not:
Something That Is Just Nice To Have
A customer avatar plays an essential role in the success of any business. This means that its not something that is just thrown together in 5 minutes. The time you invest in making an accurate avatar today will save you time and money in the future.
Something To Create And Then Never Use
Instead of wasting your time casting a wide marketing net to rake in a huge number of “potential customers”, using a customer avatar helps you discover, target and attract quality customers – ideal customers!
These are the high spending customers who want to make repeat purchases and tell others about the business. This approach gives marketers the best chance of getting the most out of their marketing efforts and budget.
A Magical Bullet That Will Guarantee Success And Millions Of Dollars
As previously mentioned, a customer avatar helps you discover your ideal customer. However, this is just one step in the long journey towards success.
You still need to create content to reach them, show them how your products match their needs and solve their problems before guiding them through the purchase process, over and over again.
Why An Avatar Is Important
Every business needs a customer avatar. Without it you will continue to spend a lot of time and money blindly marketing your business/products to everyone, hoping to get new customers and clients!
Here are some of the reasons why a customer avatar is so important:
Everyone Is Not Your Customer
As an entrepreneur you probably see a lot of value in your product; and rightly so.
In the eyes of the right customer, your product is also as valuable because it is seen as a solution to their problems and a great fit for their needs.
However, this does not mean that you can sell it to anyone or everyone. Remember that your marketing message is only going to resonate well with some of the people, but not all of them.
One argument many business owners give in regards to why they have not yet created customer avatars is that they are worried that by placing too much focus on one segment, they might end up missing out on potential customers and clients.
Another statement we hear is Everyone can benefit from my product/service and is my ideal customer. I’m sorry but this is NOT true.
I can already hear you. But I provide financial advisory services and everybody needs that. Ok, now let me ask you a couple of questions.
Do you teach people how to do a basic budget or do you teach them how to lower corporate taxes?
As I’m sure you’ll agree the person who needs to learn how to do a basic household budget probably doesn’t need corporate tax advice.
Most of them think that focusing on a small, targeted group of potential consumers, would end up turning away potential customers or make them go elsewhere.
However, what most business owners don’t understand is that it’s not possible to please or work with everyone.
What they don’t know is that by focusing on a target/specific market, your marketing becomes more efficient, and handling inquiries becomes easier.
The good thing about a target market is that it’s made of potential customers; people who will buy more, who are willing to pay more, and who love you.
The key takeaway here is that you cannot help everyone– so stop trying to!
Customer avatars are about ‘appealing’ to a target market. They are about getting potential consumers of your product or service to “opt-in.”
Allows You To Be Specific In Your Marketing
Your marketing campaign should not be a shot in the dark.
By eliminating any assumptions about your ideal customer, a customer avatar also takes the guesswork out of your marketing strategy, ensuring that you only target high quality customers.
By focusing your marketing efforts to an audience you are most likely to appeal to, you will get a higher ROI.
In essence, once you discover your ideal customer, you will be able to speak in their language at the right place and time!
One rule of thumb in marketing is that you must first understand your market before thinking about your message and media.
Sadly, today’s technology-driven world has made it easier for business owners to focus on media first.
Their marketing can basically be described as yelling at potential customers “BUY MY PRODUCT NOW”
Awesome image found on a blog by Simon Espley: https://africageographic.com/blog/please-stop-shouting-at-me/
A good example of this is an entrepreneur who spends loads of time on different social media platforms and sees other companies/businesses/brands advertising there and thinks that that’s what they need to do.
What they don’t know is that this is not necessarily the case as social media could be the wrong medium for them.
If you do not know who you are targeting, then it’ll be hard to know the type of media they consume.
As a result, you could end up focusing on the wrong area. One of the main things to consider when developing a customer avatar is where your targeted market gets their information – the type of media they consume and how they consume it.
That way, you can rest assured that when you focus on a specific type of media, it is the right one.
Helps You Identify Most Profitable Customer Segment
As previously mentioned above, a customer avatar helps you discover your ideal customer.
These customers not only want to buy your products, but are also likely to make repeat purchases and even refer others to your business.
There is no doubt that this is the most profitable group of customers.
Customer avatars force you to consider and reconsider where, how, and on what you spend your money.
Will it return a profit?
For instance, before pouring thousands of dollars on a Facebook campaign, you need to ask yourself if your Avatar (ideal/target customer) uses Facebook.
Before developing an email marketing service, consider if your avatar uses email extensively.
As a budgeting tool, the customer avatar serves as a powerful tool for making sure that the cash you invest on marketing is spent wisely and on the right things.
Helps You Attract Your Ideal Customer
A customer avatar helps you discover the customers that will find the most value in your products. It also gives you a clear idea of where and how to reach and appeal to these customers.
If you are looking to target ideal customers only, you need to start with learning your targeted customer base.
Who they are, what do they like, where do they like to hang out, what brands do they support, etc. – and build avatars that help you understand and communicate with them better.
For instance, as you dig deeper, trying to learn more about your ideal customer, you will discover where they spend most of their time online, like their favorite blogs, where you can learn more about how to talk to them.
With these insights, you can adjust your content creation and marketing strategy to ensure that it attracts the right customers.
Buyer personas are representations of who you consider an ideal customer and go a long way in helping you understand what you need to know about your targeted market.
This allows you to have a good idea of the kind of individuals you are dealing with and their goals, allowing you to create highly-targeted marketing messages.
Some businesses have multiple avatars that represent different customer segments; which allows them to understand the unique needs of each segment and target them through specific campaigns and funnels to generate more leads for less.
Helps You Repel Those That Aren’t A Good Fit
Every business strives to succeed by matching their products to those who need them.
Every business needs to understand that time, just like money, is a resource that you can’t afford to waste.
Developing any type of marketing activity takes time – and that’s irrespective of whether you do it alone or have someone do it for you.
So, how does one make sure they are spending their time on all the right things and crafting the right marketing message? Customer avatars are the answer.
Avatars should be your marketing efforts’ “North Stars.”
When you are having a hard time developing a marketing strategy, or don’t know which direction you are going, referring to your customer avatar can help ensure that you stop wasting precious time on things that do not appeal to your customers and keeps you from developing messages that do not resonate with their interests.
A customer avatar helps you identify the goals and values of your ideal customer. This insight helps you seek out customers whose goals and values are aligned with those of your business; and hence, avoid anyone who is not a good fit.
What Does Having An Avatar Help?
Defining your ideal customer with a customer avatar will go a long way towards helping you streamline your entire marketing approach. Having an avatar helps you with:
Paid Advertisement: Any business that uses paid advertising to attract customers has a lot to gain from having a customer avatar. If you are going to devote your time and money to the creation and publishing of paid advertisements, it is important that you do so with an ideal customer in mind.
When you have a deep understanding of your target customer, it is easier for you to come up with highly relevant paid ads that not only speak the customer’s language, but are also published where they normally spend most of their time.
As a result, you ads will be more easily discoverable and appealing to the right type of people. More visible and relevant ads will boost the ROI of your paid advertising.
Increasing Customer Engagement: Interactions between a business and its customers can be referred to as customer engagement. However, for such interaction to be of any value to your business, it must be focused on some of your unique business goals. Customer engagement can be used to boost sales and also build brand image and loyalty.
As you build a customer avatar you will be able to identify how and where you can establish unique interactions with your ideal customers in a way that they appreciate.
Content Marketing: Content marketing is an essential part of any entity’s overall digital marketing strategy. Content marketing can be used to build interest and boost customer engagement.
With a customer avatar, you will be able to create and publish highly relevant content that resonates with your targeted audience; making it easier for you to create awareness and desire for your products/services.
Lead Magnet Creation: If you want to collect the contact details of potential and existing customers – and use them to build a mailing list – you will need to have a lead magnet. This is something that you can offer your customers in exchange for their contact information.
A customer avatar gives you in depth knowledge of your ideal customers, including their wants and needs, challenges and pain points. With this knowledge, you will be able to come up with a lead magnet that your target audience will find valuable.
Email Marketing: Knowing who you are talking to makes creating engaging emails that get clicked on, opened, and read easier.
Apart from that, customer avatars can be of help when it comes to segmenting email lists, allowing you to design different marketing campaigns for different personas.
Better User Experience: An easy, convenient and pleasant user experience is essential in encouraging repeat visits and referrals from customers who come to your website or interact with your brand.
When you have a good idea of what your ideal customers like you can create a better user experience, from the initial interaction through to engagement, purchase and beyond.
At this point, it is clear to see just how important having a customer avatar is when it comes to creating winning marketing campaigns; and, ultimately building a successful business.
How To Create Your Avatar
Now that you know just how valuable a customer avatar can be, it is time for you to create one for your business.
Creating a customer avatar takes a lot of time and effort.
You need to do a lot of research in order to uncover relevant details about your ideal customer.
Fortunately, though, the potential benefits to your business make it worth it in the end.
To make things easier for you, here’s a simple step-by-step guide detailing the customer avatar creation process:
1 Avatar Per Product/service/or Customer Segment
If your business deals in a variety of products or is targeting different customer segments, you will need to create a customer avatar for each one.
As previously mentioned, an avatar has to be specific, representing a single person and not a group.
Having multiple avatars helps you create different profiles that resonate with different potential consumers, and that makes increasing your reach easier.
Therefore, if your business offers different services or products, consider creating different avatars that address different consumers within each customer segment.
Lets say you offer health and wellness coaching and training online. Here are some [broad] different Avatars you may help.
College Male that needs to stay in shape for sports.
College Male that wants to increase muscle strength.
College Male that wants to improve their BMI.
Mothers that want to get in shape after having a baby.
20-30 year old female that wants to lose weight before bikini season.
Can you see how each of them have different pain points and desired end states?
With that in mind, you will need to take the time to identify the different products/customer segments your business is serving or intends to serve before going to the next step in this process.
Detailed research is vital to the creation of a customer avatar.
Remember that you need to treat the avatar like a real person; it needs to be specific.
If your business is already running, you might have identified your ideal customer among your existing customers. This makes your work much easier.
You can get all the information you need by simply reaching out to them and asking them to complete a survey. The survey should have a list of questions that highlight all the information you need to create a customer avatar.
However, those who are yet to identify their ideal customer will have to do some secondary research (from existing data) to find all the information they need.
You can check social media sites, existing consumer reports and Q&A websites, among others, to get the information you need.
The trick here is to put partialities aside and go inside the mind of who you consider an ideal customer.
When conducting your research, remember to make it all about the customer and not you.
Everything should be viewed from this angle, to eliminate any bias you might have concerning your business/product(s).