Brands want to reach a big audience and sell more products or services. However, when you’re trying to reach everyone, you most likely end up wasting time and reaching no one. That’s why it’s important to know and focus on the right customers for your business. And that’s why you should have a customer avatar.
What is a Customer Avatar?
A customer avatar is a detailed profile of your ideal customer. Note that we said ideal. That’s because you should focus on customers who are a good fit for your offerings, will purchase more than once, and can recommend your brand to others.
“Well, that’s easy! Everyone’s my ideal customer,” you’re saying. Wait. Stop.
If you try to prioritize everyone as your ideal customer, then you prioritize no one.
Let’s keep going.
Why Do Customer Avatars Matter?
Having a customer avatar enables you to create effective and relevant content that resonates with your audience. It helps you identify what social platforms you should be present and active on.
It gives you the opportunity to develop better products and services, by understanding what your customers need and anticipating their concerns. Most importantly, it streamlines your business processes and saves you a lot of time, money, and resources – just by focusing on those who’s really interested in your brand.
Importantly, when you identify your ideal customer, you’re able to constantly improve your product or service. This is because you’ll better know exactly who you’re serving, what their goals are, and what problems they’re experiencing that you can help resolve.
Don’t make assumptions about what people are thinking or doing. You’re not going to know until you ask.
How Can You Create an Effective Customer Avatar?
Now that you know what a customer avatar is and why it’s important for you to have one, let’s talk about how you can create one.
1. Define Your Avatar
Start by creating a profile with a name and photo that best represents your avatar so you can visualize them clearly. This helps bring the process to life, as opposed to leaving it as words on a page.
Next, list down their demographics like age, education, family size, gender, income level, marital status, and occupation.
Deep dive into their attitudes, interests, hobbies, lifestyle, and values. Is your ideal client interested in yoga and meditation? Do they like doing home DIY projects? Does s/he value family time on weekends?
Then, write a story about the character as if you were them (so, do it in their voice). Include their challenges, goals, pain points, and preferences. What are they trying to solve? How did they learn about your product? Why should they choose your service over others?
Another idea is to pretend to be your ideal customer and write a letter to yourself from 90 days in the future. How does their life look different? What’s changed? What’s improved? This will help you visualize where you want to help take your customer — the journey you want them to go on thanks to your product or service. If you can define Point A (where they are) and Point B (where they want to go), you’ll be able to give them exactly what they want.
It’s important to be as specific as possible to know what’s currently working and what’s not. Also, remember that the details can change as you go along the process of creating an avatar. Nothing needs to be set in stone. You’ll make varying iterations as you go.
As you’re going through this process, you might think that some details are seemingly unimportant. Include them anyway! You’ll be surprised at what might play a role as you continue creating your client avatar. Look for patterns and details that your customers have in common. Pay attention! If many of them have something in common, this might be important to your brand.
2. Do Market Research
While you may already know your ideal customer, it’s still essential to research them so you can develop a more accurate avatar.
Conduct online surveys or phone interviews with your existing customers. Flat-out ask them about their likes and dislikes, or their thoughts about your brand. Apart from the basics, here are some questions to consider asking:
- What does your typical workday look like?
- What drives you to get up in the morning?
- Where do you usually shop – online or in-store?
- What sites do you frequently visit? And how many hours a day?
- What mode of communication do you prefer – call, text, email, or face-to-face communication?
- What/who hinders you from making a purchase?
- Are you the primary breadwinner or decision-maker at home?
- Why do you choose our brand over others or vice-versa?
- How can we help you meet your goals and needs?
- How can we improve our product or service?
If possible, brainstorm with your sales and customer service teams. Since they usually interact directly with the customers, they will have a good grasp of what they’re really like. These specific questions can help:
- What common feedback do you get?
- What types of customers do you usually meet?
- Where did they see or hear about us?
Since this is an ongoing process, and you refine your customer avatar over time, be sure to incorporate your market research into your social media strategy. Do live Q&As on platforms like Instagram, Facebook, and YouTube. Ask questions and run polls on Instagram.
Send surveys to your email list asking for their feedback. Give people the opportunity to offer their insight. This information is incredibly valuable.
Write this down: When it comes to zeroing in on your ideal client, you’re never really done “figuring it out.” This should be work that you put in long-term. Connecting with your customers isn’t just about selling to them. First and foremost, it’s about listening.
3. Look Into Your Analytics
Maybe you’ve heard us say it before, and we’re going to say it again: Analytics are everything. If you’re not measuring the results of your efforts over time, then you have no way of knowing if your strategy is working.
Whether it’s from your blog, emails, or social channels, your online marketing numbers are great sources of customer insights.
Monitor Google Analytics for data on demographics, behaviors, and conversion paths of blog readers and site visitors. See Google Search Console for keywords or phrases that brought people to your page, giving you information about their search habits and interests. Read the comments on industry blogs or forums. That’s where customers usually voice their challenges and pain points.
Most social platforms have built-in analytics tools that provide information about your followers, people engaging with your posts, and content that performed well. e-clincher also offers robust analytics for your integrated platforms. See what posts gained the most traction. What got the highest engagement? What drove a larger number of clicks?
If you haven’t yet, consider installing a Facebook pixel that you can add to your website to learn more about people visiting your page. Your Facebook pixel will provide you with valuable details about who cares about your brand. This can help you shape your digital marketing content, including your ad targeting.
Check your competitors’ social pages and note the people who engage most with their posts. You can also audit the channels of industry influencers to see what kind of audience they cater to or if your ideal customers follow them. Influencers are a wealth of helpful information because they’ve built a loyal, dedicated following of people who listen to and trust them.
Review your email analytics. Which messaging performed well? What offers flopped? What usual responses did you get? And from whom? How are your open rates looking? Click-through rates? Conversion rates? Are you getting a lot of unsubscribes? New subscribers?
4. Consider Negative Avatars
Typically, it makes the most sense to focus on what you do want to achieve, and not focus on what you’re trying to avoid. But in the case of client avatars, you might find it helpful to create what’s called a negative avatar.
It’s vital to determine who you don’t want to attract or serve. This will give you clarity on who isn’t your ideal buyer and focus on who is.
However, don’t think too much about personal characteristics when making a negative avatar. Rather, focus on why they’re not a good fit for your brand – perhaps because of price or preferred mode of shopping. What are their objections? What typically stops them from finally making the purchase from you?
You can also use information from these to improve your offerings. For example, maybe you’ll offer a few variations of your product or service at different price points, to make it more accessible to different people.
The Key Takeaway
Having a customer avatar offers a lot of benefits for your brand. From well-developed content to streamlined processes, your avatar can help bring your business to new heights. And when you define your avatar, do market research, look into your analytics, and craft a negative avatar, you’re well on your way to determine who really is the best customer for your brand.
You might think you know your target customer well, but we can’t stress this enough: You must put the work into getting to know them. They’re going to reveal to you details and traits that you never even thought of, guaranteed.
As an added bonus, when people see that you’re truly interested in learning their perspective, you build rapport with your community, grow your reach, and increase the touchpoints you have with your ideal customers. People need to get to know you before they’ll spend money with you. If you try to sell to them without building this foundation first, it won’t work.
You don’t have to do everything alone.
We’re here to make tracking, measuring, and analyzing customers a lot easier for you. With e-clincher, you can conveniently keep an eye on all important customer analytics (and so much more) all under one roof. You can even access your full Canva account from right within our platform.
Plus, by using our all-in-one tool, you can quickly and easily communicate with your followers, respond to comments and messages, and schedule out content. Managing your social media has never been this smooth.
Sign up today for your free trial and experience it yourself.