A customer avatar is one imaginary character that resembles most of your customers. You need to identify your customer avatar in order to be laser-focused in your approach for digital marketing. You will be able to find a good customer avatar if you have more life experiences and you can achieve this by traveling, learning a new language, learning new things and doing new things all the time.
So your customer avatar is the biggest percentage of your audience. To know your customer avatar you can do surveys, interviews, calls, etc.
How to build a customer avatar
To make a customer avatar or to know your target audience you should have 2 major inputs and they are:
Demographic segmentation is based on the demography of the avatar. It is the user age group, gender, location, religion, family size, annual income, education. It can further be segmented to get more laser-focused target audience.
Studying the customers based on psychographic characteristics such as values, desire, goals, interest, lifestyle will make psychographic input. They are mainly related to the emotions of the users.
If you are discovering an avatar for your business, you should visualize as many details about him as possible. Include a pseudo name and a picture of the avatar is also needed. If you have fewer data available of your customers or if you are starting new then you can take an educational guess to create your customer avatar.
Once you have identified your customer avatar, you should talk with him and should address his pain points. You should write to him like a friend.
My Customer Avatar
Before I start making my customer avatar, let me tell you about my business. I am having a franchise of a stockbroker and I also provide advisory services. My aim is to help new investors or traders to make money consistently in the Indian stock market. They should not think of it as a place to gamble but should consider it as a game of probability. They should be well educated before they start putting their hard-earned money.
Vipul Singhal is a project management trainee. He works in a private firm. His age group is 25-35 years of age. He works from Monday to Saturday and his entire day is spent on creating project plans, presentations to stakeholders and having a meeting with them. He is having a very busy schedule throughout the week. On weekends he loves to spend time with his family by staying at home or going for an outing.
He has both personal and professional goals that he wants to achieve. He is married for the last 3 years and has a kid. His annual income is between 8-14 lacs per annum. he has done post-graduation. he goes to the office in his car and in between, he drops his wife in her office. He uses a window-based laptop and an android based mobile. Though he has WhatsApp and Facebook account but is not very active in it. He takes a vacation at least once a year.
He aims to have his own house within the next 5 years and aims to accumulate 1 crore rupees in his savings account in the next 10 years. He is very much interested in the share market and wants to invest his money. He is looking for a good honest stockbroker and a person who can advise him based on his financial aspirations. He has no time to learn about the stock market so he wants the advisor to provide him advice for stock trading.
Identifying customer avatar is very crucial for the success of your business. You get to know your customer and hence you can be laser-focused. In terms of digital marketing if you know your customer well then only you can give him the right content, product, service. Exactly what is required by him.
Ps: can we have more than 1 customer avatar? of course we can have. but in the beginning, you should focus on just one customer avatar and as you gain experience you can have more than one customer avatar.
This content is provided as part of the internship program run by Deepak ( digitaldeepak.com)