According to statistics, most businesses fail within the first few years of starting their operations, and one of the main reasons for this is not having a clearly defined target audience when marketing products and services. As a result, business owners are advised to clearly define who their target market is before starting operations, so that they can be able to maximize the effectiveness of their marketing campaigns. As a business owner, you can be able to define your target market by creating a profile of your most ideal customers. This is usually achieved by creating a client avatar.
What is a client avatar?
A client avatar, or a customer avatar as it is commonly known is a detailed profile of your ideal customers, which describes the people who are most likely to buy goods or services from your business. Also referred to as a buyer persona, marketing persona or a target market, a client avatar is a persona that comes with characteristics such as demographics, gender, age, occupation, and several others. However, unlike a real person, the avatar describes characteristics of a group of real people, i.e. your ideal customers.
To go into details, check this video:
What is the importance of a client avatar?
Creating a client avatar provides you with a detailed profile of your customers, which can bring lots of benefits for your business. Below is a look at some of the benefits of having a customer avatar.
1. It enhances your marketing strategies
Creating a customer avatar requires you to collect lots of information about your customers and use it to profile them. Such information includes their age bracket, their occupations, what they like, what they do not like, their locations, etc. In addition to creating a customer avatar, this information is also very useful when it comes to marketing, and it allows you to be more specific when you are targeting potential customers. As a result, your marketing strategies will be more effective, which can help to increase the sales volume for your business.
2. It allows you to connect with your customers
The relationship you have with your customers is similar to other relationships in your life; the more you know about them, the more you become closer. Creating a customer avatar provides you with a lot of information about your customers, thus helping you to know them better. With this information, you can be able to improve communication with them, and connect with them at a higher level. This helps to ensure that the customers react positively to your marketing messages, as well as the products and services you offer.
3. It helps you to offer better products and services
Another benefit of a customer avatar is that it helps you to understand what your ideal customers like or don’t like. With this information, you can then be able to create better products or services that will be received positively by the customers.
4. It helps you to attract more customers
A customer avatar helps you to define your ideal customers based on various characteristics such as age, occupation, location, favorite activities, etc. By using this information that defines your ideal customers, you can be able to find more people with similar tastes who are more likely to be attracted to what your business is offering.
— Foodable.io (@Foodableio) August 22, 2016
How to create an ideal client avatar
1. Create a detailed description of your customers
The first step to creating a client avatar is understanding who your ideal customers are, and create a detailed and accurate description. To do this, you will need to understand your customers’ demographics (their age, gender, marital status, and economic status) and psychographics (likes, dislikes, buying habits, spending habits, hobbies, values, preferences, and other behaviors).
2. Find out where your customers are located
After understanding who your customers are, the next step is to find out places that attract your customers, and where you can reach them when targeting the market. For this, you will need to find out their physical location such as their residences, or places they like hanging out. Online locations, i.e. places on the internet where your customers are likely to be surfing, for example, social media platforms and certain websites also provide great location information that is important when creating your customer avatar.
3. Understand the buying process of your customers
Another important thing you should do when creating a client avatar for your business is to understand your customers’ purchasing behavior. This includes the needs that make your customers buy from you, the benefits received from using your products and services, how they go about making a purchase (i.e. through referral, careful planning, or impulse buying), how they conduct research when making purchases, etc.
4. Create a persona for the customers
The last step of creating a customer avatar is to assign it a personality so that you can be able to completely describe who your customers are. This will make the customers’ profiles more tangible, thus allowing you to envision who they are, what their behaviors are, their likes, dislikes, and their needs. To assign a personality to your avatar, you will need to give it a name and include appropriate images that best describe your customers (can be a real person or cartoons).
If you would like to see an example, click on these links and see how an ideal client avatar looks like:
Being able to effectively target the market is one of the main secrets of succeeding in business. By creating a customer avatar that describes your ideal customers, you can be able to come up with a clear picture of people most likely to buy from you, thus helping you to improve getting during marketing. In addition, your business can reap lots of other benefits such as better customer relationships and improved customer satisfaction.