MODULE 4: Customer Avatar

• This refers to a company's hypothetical “ideal customer”.

  Customer Avatar
• Fictional character with descriptions of :

  1. Desires
  2. Problems
  3. Motives
• IMPORTANCE OF CUSTOMER AVATAR:

  1. Who will you sell your products or services to?
  2. Why would these people buy from you?
  3. How do you attract these people?
  4. To accomplish this, what type of content do you need to create?
  5. How do you realign your marketing strategy or sales plan to capture your customer avatar accurately?
  6. What marketing and advertising channels are best used to promote a brand?
  7. What is the best voice tone to stick with the client?
• As a rule, you will need more than one client avatar. The wider your niche and business, the more avatars you should have. On average, the company has 5-6 avatars with a different set of characteristics and visions of the client, from which real buyers are correlated based on similarity and criteria.

  Customer Avatar Inclusion
• 11 POINTS OF CUSTOMER AVATAR INCLUSION:

  1. Gender
  2. Age
  3. Location
  4. Level of Education
  5. Income
  6. Profession
  7. Interests
  8. Motivation
  9. Trouble
  10. Reasons to Buy
  11. Buying Habits
• Your product may be equally popular among both women and men.However, in the context of an avatar, you need to decide which gender of the client you will take and create separate avatars for each of them. Also, analyze who most often makes purchasing decisions - men or women.

  Gender
• As a rule, all products are designed for a specific age group, but the reality could be that this group is not the one that makes the buying decision. In the case of children, parents always pay for their children's purchases. So, the avatar of your client is a parent, not a child. You can also additionally register your marital status.

  Age
• Understanding where your potential customer lives will help you focusyour sales in a specific region or city.

  Location
• Knowing your client's educational background helps to determine precisely how they process information, whether they are guided bylogic or emotions, whether they pay attention to statistics, expert opinion, etc.

  Level of education
• The critical point in the description of the client's avatar is that theydetermine the optimal cost of your products. For example, if a customer earns $100 a month, it would be unreasonable to ask that they pay $50 for a toothbrush.

  Income
• This point is crucial for the B2B sector since you are more likely to beable to enter into cooperation with companies of certain specifics and industries. However, in the B2C sector, this is important too: this way, you will understand which promotions your client is more susceptible to, their daily activities, and their way of thinking.

  Profession
• This information will help you determine what language is easiest to communicate with your client and how to engage them. From hobbies to favorite music, TV shows, and movies, everything is taken into account. The main thing in regards to this is understanding what can bring you closer to the target audience and how this can be played in the product's design or advertising.

  Interests
• Values, landmarks, ideology, dreams, and aspirations - everything matters because people make buying decisions based on these factors.

  Motivation
• This will determine your product's future value to potential customers.First, you must identify their difficulties and how they can be solved. Problems can range from the most insignificant to global and financial.

  Trouble
• Why should a customer buy your solution to their problem? It could be cost, quality, convenience, functionality, localization, customer service, or recognition. Knowing this will give you a better understanding of what triggers to use and how to persuade the customer to purchase.

  Reasons to buy
• It would be best to analyze a customer's previous and dailypurchases. Which brand do they buy most often? Are they regular customers? What is their preferred method of delivery? How do they use similar products in everyday life? This also includes the avatar's most common objections. What usually prevents them from purchasing, and how to avoid this?

  Buying habits
• How to Create Customer Avatar

  1. Name your avatar
  2. Identify demographics
  3. Identify psychographic data
  4. Identify problems
• Give your client a name and immediately specify who that person is. Similarly, you can name several avatars and gradually bring them to light in the following stages.

  Name your avatar
• Demographic data includes gender, age, place of residence, income, marital status, hobbies, and your client's habits. This data will give you basic information about where and how to look for the avatar you need, how it looks, and its interests.

  Identify demographics
• Psychographic data includes the second half of the list of the previous section, namely values, motivations, reasons for buying, and buying habits. This information is most easily collected through surveys or interviews. You can also analyze websites and customer reviews.

  Identify psychographic data
• Defining the goals your customers want to achieve using your product is a separate step. Your support team will help you collect such information - it is enough to analyze what requests and problems are most often addressed to you. Then, take away the pain points of your avatar that your product can close, and form on their basis affordable solutions.

  Identify problems
• THREE WAYS TO IDENTIFY CLIENT'S PAINS AND PROBLEMS:

  1. Ask customers to complete a series of surveys that will separate superficial issues from deeper problems
  2. Organize reviews by dividing them into groups according to common characteristics
  3. Analyze your support data
• It is an anti-customer. This doesn't fall under your target audience. It ha past customer with bad record. They are also referred to as impractical customers. They are recommended to clarify positive avatars further and optimize ready-made strategies.

  Negative Customer Avatar
• CONTENTS OF CUSTOMER AVATAR TEMPLATE

  1. Demographics
  2. Goals and values
  3. Problems and pain points
  4. Sources of Information and means of influence
  5. Objections and the purchase process