Our Digital Marketer and Social Media Strategist, Daria Davydova, shares her insights into the world of Customer Avatars.
Edited by: Holly Pigache
Customer avatars: You might already know yours
In 2016 I officially became an entrepreneur. After years of pursuing an academic career, I left the University to start my very own fabric brand and online shop. E-commerce? Digital marketing? Social media community building and management? And on top of this, social media marketing?! Well, I was very convinced I knew enough on these topics to get me started. My current self would look sceptical at that fresh entrepreneur I was and say something like, “You know nothing, Jon Snow”.
Despite the odds, the business took off. We had a premium-quality product and an exceptional customer service that we got known for pretty fast. All of this wouldn’t matter though if we failed to reach people who would want our product. We were lucky because due to the specificity of the product, our target audience was quite easy to define – sewing mums. Also, I did know where to find them, being myself a sewing mum and therefore a member of multiple sewing communities on Facebook and Instagram. In other words, I knew my main customer avatars, without knowing what this concept meant.
Customer avatars: Why you need to know them
In a nutshell, a customer avatar is a detailed portrait of your ideal customer. You are very likely to have more than one, especially if you have multiple products. Customer avatars are your answer to the question: “to whom you are selling?” Every piece of content that you create for your blog or social media, every offer, every advertisement and every email should be directed to one of your customer avatars.
I said earlier that my customers were sewing mums, so there were certain topics they could all relate to – sewing tips and hacks, memes about life as a mother, emotional articles about parenting, personal stories of team members and customers. But then there were topics only interesting for one sub-group and not for the others. Our fabrics were produced in an eco-friendly and sustainable way, which was a big ‘pro’ for some customers – enough to justify higher-than-average prices. For others though, it wasn’t so important but they were convinced otherwise after learning that a certain percentage from all sales went to support a non-profit organisation. For the third sub-group, it was just that feeling of ‘premium-ness’ that was a major bonus. We created our content and crafted our offers for each of these avatars as if they were sitting across the table of us and we were having a conversation.
Customer avatars: How to build
There are plenty of templates and worksheets available online to help you to build your customer avatars. Personally, I’m a big fan of DigitalMarketer and their tools. I’ve used their Customer Avatar Worksheet for multiple projects and it is great!
Now, if you’ve been running your business for a while and have plenty of customers already that shouldn’t be difficult. Just organise the data you already have and feel free to assume those bits and pieces that you don’t know. If you’re just starting out and don’t have any customers yet, some research will be needed. However, don’t postpone the task to when you get this research done, allow yourself to assume. Build your initial customer avatar based on your vision. After all, I know for a fact, most of you created your products with a specific audience in mind.