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Saturday, 2 November 2019

How to create your customer avatar or customer persona

Diverse Group Of Businesspeople Standing Near The Brick Wall Looking Up

  • Determine which social platforms they are spending time on so you know where your business should be present and active
  • Be more effective in your advertising. Your marketing dollars will be well spent when you know where to advertise and who to target for maximum exposure.
  • Write copy that connects with your business avatar, which will give you a better understanding of their pain points, goals, and successes
  • Deliver and develop better products and services because you are able to anticipate your markets’ needs, behaviors, and concerns.

How to create a customer avatar

So, having a clearly defined avatar is important; the question is, "How do I create one?" Good news: it's not difficult if you ask the right questions.
I would suggest you take the time needed to gather the most accurate information possible to develop your business avatar. Here are a few ways:
  • Use surveys to capture feedback from your existing customers
  • Ask Your Target Market is a great solution for surveying a larger audience base
  • Adding a Custom Audience Pixel to your website is an effective way to track and learn more about people who have visited your website
  • Interviews capture valuable information, and allow you to dive deeper into the answers that are given by asking "why?" This lets you uncover the behaviors that drive them.

Multiple avatars

By now you might be thinking, "What if I have more than one avatar?" Having multiple avatars is perfectly fine. In fact, most businesses will have more than one ideal customer, especially if they offer more than one product or service. The best way to define your customer avatars is to tackle them one at a time.

Negative avatars 

Creating a negative avatar can be as beneficial as creating your customer avatar. A negative avatar is a generalized representation of the persona that you don't want as a customer. 

Define your customer avatar

  1. Demographic traits: List out your avatar's demographic traits (e.g., age, sex, education level, income level, marital status, occupation, religion, and average family size). This area is typically easy to define.
  2. Psychographic traits: These are a little more complicated and require a deeper understanding of your customer avatar. They're based on values, attitudes, interests, and lifestyle. Examples include: wanting a healthy lifestyle, valuing time with family, using Pinterest to do home DIY projects.
  3. Name your avatar: Naming your avatar humanizes the profile. If you are targeting both men and women, you'll want to create a male and female name.
  4. Put a face to their name: Find a picture online in stock photos that best represents what your avatar looks like visually.
  5. Design a dossier: A dossier is a one-page collection of information about your avatar that includes its name, picture, information, and story.
  6. Speaking of story: Write one about your customer avatar. Imagine you are your avatar and are journaling about the discovery of your product or service. What were they thinking before they bought your product? How were they feeling? Why were they feeling that way? What were they looking for? What were they hoping to solve or accomplish? How did they find you or hear about you? How did they feel once they purchased your product or service? 

Takeaways


  • Create a negative avatar first to gain clarity about who you don't want to serve as a customer and who isn't a good fit.
  • Give your customer avatar a name, face, and a personal story to bring him or her to life. Be as specific as possible—the more details you have, the more you and your perfect customer will connect.
  • Tackle one customer avatar at a time.
  • Create your avatar based on market research and customer feedback rather than your own opinion and perception.
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