A Customer avatar or buyer persona is a representation of your ideal client and its profile comes from data based on market research, basically an overview of the overall customer base. In order to build a buyer persona, you need to do market research.
Why is it necessary to have a customer avatar?
Selling is simple. The challenge comes from getting the attention of your customer and retaining it.
Knowing who your buyer is, represents one of the most powerful insights one can obtain to grow a business. Whether you’re in the business of selling services or products, it is necessary to build a truth-based relationship with your clients. (That is to say, if you want to have lifelong quality customers.)
And it makes sense. Put yourself in the shoes of your customers. Why would you buy, or even care about a company that you don’t trust or like?
How to attract your ideal customer?
By knowing their needs, fears, and desires, you are on the path to sustainable accelerated growth. Why? Because these insights, along with empathy, are what attract the ideal prospects.
Not all prospects are created equal!
Values, beliefs, and past experiences are what shape our view of the world. So, it comes as no surprise that the majority (if not all) of people see the world through these lenses and look for information (or products) that supports said beliefs and values. It’s called confirmation bias.
When someone is looking to buy something, they will manifest a greater interest in finding evidence that supports their buying decision. (Ex. If you are a fan of the iPhone, your search query will likely look something like this: “Why iPhone is better than Samsung” instead of “Is iPhone better than Samsung?”.)
So how can you use confirmation bias in your business? Or, how can you assure your customers that they spent their money well? By having similar values and beliefs. Let’s assume that based on your research, you find out that your ideal buyer is environmentally conscious. In order to support their buying decision, you should show initiatives that support such values by expressing your intention to go carbon-neutral or have environmentally-friendly packaging.
For this reason, as a business (and especially as a marketer), knowing your buyer (or audience) is valuable. If you map out your buyer persona correctly, you’ll break through the noise and reach out to them.
Ok, ok, so what does a customer avatar look like?
How to build a Customer Avatar?
Whether you’re running a campaign or want to grow your online presence organically, building a buyer persona (or knowing your audience) is an essential step in your marketing strategy.
So what should a buyer persona profile should incorporate nowadays:
Age: 33 Years Old.
Gender: Female.
Location: Camden Town, London. (What is a common characteristic of the area? Culture, nightlife, average age, etc.)
Job Title: Graphic Designer.
Interests: Yoga classes, Healthy food, Environmental Consciousness.
Values:
- Living in harmony with nature.
- Community-minded.
- She does her shopping from companies that have a positive impact on the world.
Challenges:
- Does not have enough time to cook healthy food.
- She would like a wider variety of vegan food and desserts.
- She wants to know that her food and goods (such as clothes) are ethically sourced.
Favourite Social Networks: Instagram, Twitter. (Where do they express their opinion regularly?)
Frequently visited websites: https://yumuniverse.com (What websites do they usually share on Social Media?)
Influencers: fearnecotton, fullyrawkristina (Which persons influence her decision making?)
Favorite Brands: Beyond Meat, Habit Cosmetics. (Which brands encapsulate her value best, and what can you learn from them?)
In conclusion:
Having a Customer Avatar or Buyer Persona helps you to communicate more effectively with your clients (audience) and as a result of this strategic approach, you will maximise the impact of your marketing campaigns.
By listening to your customers wants and needs, you’re gaining a competitive advantage. That comes in the form of Top of Mind Awareness and more effective campaigns.
Customers Avatar answers two valuable questions in business (and in marketing):
- Do you know who you are selling to?
- Do you know why your customers buy from you?
And people will pay a premium price for products and services if the perceived value is high and buy from you again if your products and services have proved good (and they’ll turn into brand ambassadors if the company is in line with their values).
If you found this useful, send me a message on socials or Email. (Whatever works for you.)
Later,
D