Knowing who your business can serve aka your ideal customer avatar, is one of the first things you want to do in business. No matter what your product or service is, it cannot be for everyone.
There’s a popular saying “If your think your product or service can serve everyone, it will actually serve no one”. We couldn’t agree with it more.
Do you know what age group your customers belong to, what books do they read, where do they live or which social media platform they hang out on? If you don’t, you are lacking a customer avatar and your marketing campaigns are doomed to fail. Read on to find out the three simple steps you can follow to create your very own customer persona.
A perfect customer image plays a pivotal role in any business. It is detrimental to your profits and brand value or one can even say it is directly proportional to your profits. The better your customer avatar the higher will be your profits. Your marketing efforts and campaigns will yield no fruit if they are targeted towards the wrong customer.
Marketing strategies are exciting but they are all in vain without a customer avatar. In layman terms, a customer avatar helps you know about your customer. Knowing whom to target is more important than knowing how to target.
Let’s take an example. Let’s say that your company sells dog food. Also let’s say that for some reason your content and ads are not targeted towards the right audience. Instead of being targeted towards dog owners they are targeted towards people with no pets at all. Guess what happens? Your company is destined to hit rock bottom. With this example it is crystal clear that it is very important to make a customer avatar. Fantastic!
But how should one create a customer avatar?
Here’s what you need to do.
STEP 1: Matching your brand goals to your customer
You need to match the goals/requirements of your company to your ideal customer.
Your ideal customer is one who's looking for the service that your company is providing. Keep on mind that knowing the goal of the customer is extremely important.
After you match the goals, it's time to look for values. Remember, multiple people can have multiple ways to achieve a single goal. You can easily sort this by knowing what a customer X wants to achieve a particular goal in a particular way.
STEP 2: Collecting every bit of information
You are missing the very essence of marketing if you think all customers are the same and you can use the same marketing strategy for all. That's a big no!! You need to understand what your customer likes. Which thing excites them the most and what makes them tick.
If your targeted audience is available on Instagram, it’s of no use if you are opting for LinkedIn!
Gather information about which book they like to read or on which social media platform they are most active on. Information is the lifeline of 21st century and is the core of a perfect customer avatar. Plan accordingly! Strategy is king. What, Where, and How?!
Step 3: Know your customers’ challenges and pain points
I believe this point makes the most sense for any organization and pretty much explains itself. If you know what are the challenges your customers are facing, you can definitely work on that and prove your value to your customers. Knowing pain points or fears of your customer can help you increase the leads.
Here’s an example. Let’s say your firm provides internship to students and as such your target audience is students. Your audience fears that they'll have to do unpaid internships only. You can now work on providing paid internships. And just like that your customers are now happier than ever.
You should also look for demographic information like the name, age, sex, marital status, of your virtual customer. It might sound odd at first. However, this can help you clear the blurred image of your "ideal customer" and can be extremely beneficial in the long run.
A customer avatar is more like a virtual personality of what your ideal customer would be like.
Making a good customer avatar is and should be the maiden step of any business.
We hope that this article cleared all of your doubts regarding a customer avatar and we believe you are good to go.
Check out our course "Become a Digipreneur" where we talk about the customer life cycle in a lesson with the fundamentals of Facebook & YouTube ads with a lesson on how to scale in the ocean of freelancers.