I have seen many companies struggling to sell their products. They spend an enormous time and resources trying to promote and sell but fail miserably.
Why do they Fail ?
Let’s find out.
If you are into gaming, you might know what an avatar is. An avatar is a personalized graphical representation of a user or the user’s character or persona. This avatar will be representing you in the virtual world.
In marketing, a customer avatar is a representation of your ideal customer—the type of person you want to purchase your products or services.
It’s a fictional character with wants, needs and pain points.
Who needs a Customer Avatar ?
Yes, from bloggers, affiliate marketers to small and large sized businesses require the need to identify their ideal customers or personas.
If you are a blogger, you might be wondering why you need to identify your customer persona. I had mentioned that a customer or subscriber (term used by bloggers), will also have wants, needs and pain points.
If you are writing your blog without understanding your subscriber’s needs, there is no point and you will start to see people leaving from your subscription list.
That’s why it’s important to write the blogs for people, taking their needs into consideration, and not for search engines.
Why you need a Customer Avatar ?
Creating Customer Avatar helps identify your ideal customer, what they want, how they spend their time, how to address the challenges they are facing.
This will help you sell your product or service to the right audience, thus saving your time and money.
But honestly, many don’t know whom to target, and spend their time and resources with anyone and everyone that comes their way, hoping for some conversion.
As Copyblogger’s Brian Clark points out, “You don’t just accept who you find – you choose who to attract.”
That’s why it’s important to identify your ideal customer before starting to promote your products.
How to create a Customer Avatar ?
A customer avatar is created based on our surveys, interactions and calls. This helps us in understanding our customer’s needs and helps us to act accordingly.
Who is your audience ?
It is important to target a certain group of people rather than a large pool of audience.
If everyone is your audience, then no one is your audience.
It is a natural tendency of a marketer to target as many people as possible. In this case the response rate will be very low.
The response we get from using “Hey everybody” and “Hey George” is different.
We are targeting a specific person or a specific group of people.
They should feel as if we are talking to them directly.
This will build a personal connection with them and vice versa.
Defining Target Customer
Based on Demographics: Gather basic information of your Avatars like age, gender, annual income, education, marital status and where they live and work.
Based on Psychographics: Get into your avatar’s “head” and habits by describing hobbies, values, attitudes and interests.
Goals, challenges and pain points: What are your avatar’s primary goals? What stands in the way of him or her accomplishing them? And what keeps your avatar up at night?
Objections and role in the purchase process: Why wouldn’t your ideal customer buy from you? What’s their role in the purchasing process? Are they the direct buyer, or do they need approval from someone else?
Sources of Information: Where does your avatar get his or her information? Favorite websites/blogs, books, news outlets, magazines?
Now these informations can be collected by conducting an online survey with tools like SurveyMonkey, Google Forms, TypeForm or by personal interaction. Once you collect these basic information you can move on to the next level.
You can interview these customers over phone or via video call. I would recommend you at least interview 15-20% of your customer list if you want to get a clear picture.
If you have a customer service team or a sales team, you can gather information from them about your customers likes and dislikes. This way you can think on how you can improve your product.
You can gather information about your customers trends from your website and social media analytics tools.
You can also use Google Search Console to gather information like what keywords or phrases people searched for that brought them to a particular page or post on your website.
Another way is to keep close watch on your competitors. You can learn how they are promoting their products and how they are targeting their audience.
My Customer Avatar
I have a YouTube channel named “MotionGlitch” where I am trying to build an audience.
I created a survey on Google Forms to help me understand my target audience —
What age group are they ?
What type of content would they like to watch ?
How many hours do they spend watching videos on YouTube ?
What device do they prefer to watch the videos on ?
How often do they spend time on youtube watching video ?
Click here to view the survey.
I am listing some of the survey responses to help you understand better.
Customer Avatar 1:
He is a bachelor coming under the age group of 25–34 years. He currently lives in Bangalore and works as a software engineer. He is mainly active on Facebook, WhatsApp and Instagram. He spends at least 1–2 hrs every week watching videos on youtube. He prefers to watch them on his laptop. The type of content he loves to watch is DIY, Guides and Tutorial videos. He mostly spends watching youtube in the evenings between 6PM — 12AM and he is someone who just enjoys watching videos rather than reacting to comments or getting involved much in the youtube creator arena.
Customer Avatar 2:
She has done a masters degree in arts and comes under the age group of 25–34 years. She currently lives in Kottayam and runs her own business. She is mainly active on WhatsApp and Instagram. She spends less than an hour every week watching videos on youtube. She prefers to watch them on her mobile. The type of content she loves to watch is cooking related videos. She mostly spends watching youtube in the evenings between 6PM — 12AM and she is someone who just enjoys watching videos rather than reacting to comments or getting involved much in the youtube creator community.
Customer Avatar 3:
She is a student currently pursuing her MBA and comes under the age group of 18–24 years. She currently lives in Ernakulam. She is mainly active on WhatsApp, Instagram and TikTok. She spends at least 1–2 hrs every week watching videos on youtube. She prefers to watch them on her mobile. The type of content she loves to watch is comedy/prank videos. She mostly spends watching youtube at night between 12AM — 6AM and she is an extremely dedicated fan, who reaches out to YouTubers in the comments section, goes to meet and greets and purchases YouTuber merchandises etc.
In my survey, I have understood that my audience uses Whatsapp more compared to Instagram and Facebook. Majority of them use mobile over desktop and spend 1-2 hours per day on YouTube. Around 50% of them are more interested in How to guides and tutorial videos than other types of content.
This survey response chart has helped me to understand my audience’s interests and I can start working on improving my channel and content.
Creating Customer Avatar might seem like “not so important stuff” but each person’s reaction and feedback helps us understand our target audience and we can act accordingly to improve our products and boost our sales.
Now it’s your turn to create your customer avatar.
Let me know how it turned out for you in the comments section below.