If you run a business, you probably already know that the key factor in acquiring new customers as well as reconnecting with old ones is to make an emotional connection with buyers. In other words, you want to identify with your customers’ greatest needs and fears and how your product can solve their specific problems. To do this, more and more business managers are using customer avatars.
What are avatars? Simply put, customer avatars, which are also known as marketing personas, are fictional characters that represent a company’s ideal customers. They’re used as a mouthpiece to relate the needs of larger groups of people. Here are some of the basic benefits of using avatars, along with what to consider when creating them.
Advantages of using customer avatars/personas
There are several benefits for using customer avatars for your website. A huge perk is that they can improve advertising effectiveness. This is because what you spend on marketing will be better spent once you have a more specific target audience. As a result, your business will receive more exposure.
Customer avatars can be beneficial in delivering and developing higher quality products and/or services. This is because you can better understand your customer’s behaviors and are more able to predict and meet their needs.
Using buyer avatars for your website can give you an idea of the kind of social platforms where customers hang out. This can lead to identifying the best sites to present your business.
Another advantage is that avatars don’t require a lot of time to create. Furthermore, using avatars can make your website more interesting.
How to create your avatar
Give your avatar a face. This can be done by searching online stock images that depict the best visual representation.
Assign a name for your avatar because this helps in a profile. When choosing a name, consider if you plan to target both sexes. If so, you’ll need a name and a face that is gender neutral or applies to both males and females.
Compile of a list of the basic traits you want for your avatar. These should include both demographic and psychographic traits. Demographic traits are those, such as age, gender, education level, profession, income level, religion, marital status and typical family size. To make your avatar more personal, why not include even hair and eye color.
Determine the main psychographic traits you want for your avatar. These traits, which are somewhat more complex than demographic ones, include those, such as a customer’s attitudes, values, lifestyle and interests. A typical example is someone who places a high value on integrity or a person who enjoys spending quality time with friends and family.
Create a dossier, which is information, along with a story about your customer avatar. In your story, be sure to include emotional details, such as how your avatar was feeling before buying your product and how investing in your product has improved his or her life. Don’t make your dossier too lengthy, so limit it to a single page.
Considerations and warnings
- You can have more than one avatar on a website. Actually, most businesses do have more than one avatar, and especially those companies offering several products and/or services.
- It can also be advantageous to create a negative avatar that represents the type of customer that you do not want. Once you know what constitutes a bad customer, you can have a better understanding of the qualities of a good client.
- To create the most realistic avatars possible, write their stories through their eyes, feeling their struggles and pain. In other words, make it about them, rather than about yourself.
- One of the most common errors business people make, is assuming they understand what their customers really want and need.
The better the people in your target audience realize that you know them and understand their needs, the more likely they are to buy your product and continue doing business with you. That’s why it’s critical that you design the best customer avatars possible. If you don’t feel qualified to create your own avatars, let a professional web management company do the job, so you can focus on growing your business. Please contact us and learn more about our wide range of services.