Without understanding the customer, marketing efforts are essentially useless.
How is your Q1 going? We have found that many businesses are struggling with their marketing efforts. One of the main reasons is a dramatic shift in customer mindsets. Their specific needs and desires have suddenly changed overnight. What are their motivations? Values? What are their pain points?
Your Business needs to create a Customer Avatar.
Customer avatars are single-person profiles or representations of the buyers in your market. You may have also heard them called buyer or marketing personas or customer profiles.
This is the first step for any targeted marketing campaign. You need to know everything possible about your ideal customers and their pain points. This will allow you to create marketing messages and offers that resonate with them on a deeper level. This can lead to higher conversion rates and more loyal customers.
- Demographic
a. Age
b. Gender,
c. Single/married/family size
d. Working/retired/stay-at-home parent?
e. Homeowner or rent?
f. Income
g. Education
h. Where they live/work - Dreams & aspirations
a. Life goals
b. Family goals
c. Career goals - Lifestyle, hobbies and interests
a. What’s important, e.g. family, health, travel, home improvements, shopping, sport - Media consumption
a. What books/magazines do they read?
b. What websites/blogs/social media do they visit?
c. What conferences/events do they attend?
d. Who do they follow? Who influences them? - Shopping habits
a. Online vs in-person
b. Brands they love - Pain points and challenges – what problems do you solve for them?
a. How did they discover your product/service – word or mouth/online/brochure etc.?
b. Why did they feel it was right for them?
c. What were they thinking/feeling when you had an initial conversation with them?
d. What pain point does your product/service solve for them?
e. How did they feel once they had purchased from you?
f. Feedback/testimonials? - Temperament
a. Gentle
b. Considered
c. Reflective
d. Impulsive
e. Ambitious - Values and attitudes
a. Open to new ideas/innovations
b. Trust
c. Integrity
d. Honesty
e. Worries and fears - Company position
a. Who is the decision maker and what position do they hold?
b. What sort of decisions do they make/who do they influence?
c. Do they control the budget?
d. What is their role in the purchase process?
e. What is the sign-off process – who to, how long and what information is needed?
Overall, understanding your customer is key to effective marketing and business success. It allows you to create a connection with your customers, tailor your marketing efforts, and design products or services that truly meet their needs. By taking the time to understand your customer, you can build a business that is built to last.
If you need help creating an Avatar or having trouble connecting to your clients we are here to help: [email protected]
