Before we go into the why, let’s answer the who. Who needs an avatar? The answer is pretty straightforward: anyone who is selling a product or service needs an avatar. Tweet This
Establishing that you need one is all well and good, but what on earth is an avatar and what does it mean?
Avatars have been used in computer gaming as a graphical way to represent yourself or the character that you are playing in the game. Perhaps this is why it resonates in marketing. When you hear a marketing professional say you need an avatar, think personas. Or more simply, think ideal target customer.
Marketing avatars are the outcome of the planning process to map out the characteristics of your customers – of the people that are buying your goods and services. They are a tool that you can use to make sure that you are really clear on who you are engaging/connecting with, you understand their motivations and what is going to convert them into a paying customer.
Why will a well-planned out avatar boost your company sales?
Because you will know and understand very clearly who you are communicating with, what their challenges are and how you can solve them with your product or service.
Without a clear avatar (or series of avatars because you will no doubt have more than one type of customer), how can you produce content or marketing material that will grab your customer’s attention?
How can you write content for your website that will encourage and persuade them to buy from you?
How can you interact and have conversations on social media if you don’t know who you are talking to?
When you properly understand who your ideal target customer is, you can produce relevant content that they will find when searching online.
Don’t make the same mistakes we did
Whether you use the terms target market, key audience, prospects, stakeholders or potential customers, they are all real people with real life reasons for needing what you offer.
Over the years at Make Digital Work, we have fallen victim to jumping in feet first without doing proper research. How did it work out? Not great, but we learned a successful formula to follow when doing customer research that really does make a difference:
- Background information
- Find out as much information as you can about their professional and personal profile
- What are their primary goals at work or in life?
- Why do they do what they do?
- Think about their primary and secondary challenges
- How can we help?
- How does your service or product help to overcome those challenges?
- Sources of information
- Where do they go to get their information?
- Objections when buying your product or service
- What role do they play in the buying process?
We believe in helping our customers to do things for themselves. We could just do it for you, but it doesn’t produce long-term results, so our agency will help you on the right path.