The Beginner’s Guide to Define Customer Avatar or Buyer Persona

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Every marketer must have this understanding that for who your market is? Who these people are they want to buy your product or service?

We need to get very specific and understand different types of people inside of your market so that we can reach them with really specific targeting.

As per the writer’s perspective, how do you know that you are writing a Bestseller or just an ordinary article?

How can you hit a target you don’t even have?

Zig Zigler

Most of the time company’s made this mistake that they create the product with just a guess that customers will like it.

Sometimes this works but all the time this technique fails and companies have negative ROI.

The most important question for the Companies is to Whom they are going to sell their products.

Because when you don’t know about your customers and their profiles than how can you provide the right product and service to the right customer.

So Here the concept of Customer Avatar or Buyer persona comes into the picture.

Educated guesses and vague assumptions are not good enough all the time and this can create a problem.

To avoid these kinds of mistakes we should create a customer avatar or buyer persona.

Knowing whom you are speaking to when you are crafting marketing and sales materials or developing new products or services is the key to attracting and converting your customers.

Once you have them hooked, they will want to know more. And that will move your customers from interest to engagement and onto the action.

You don’t need a degree in creative writing or in marketing to develop a strong buyer persona profile.

In fact, there are a lot of methods to create customer avatar and we will discuss those methods further in this article.

What do you mean by Customer Avatar?

avatar
source: pixabay

Customer Avatars are probably something that we can say that it refers to a Character or Personality that represents the online users.

A customer avatar is an icon or a detailed figure of your ideal customer.

Rather than make assumptions or categorize your customers you should focus on discovering your ideal customer avatar.

The customer avatar focusses on one person and outlines everything about them.

It’s a crucial step to create a customer avatar of your ideal customer. Your ideal customer should be somebody who is willing to spend money, which is loyal, repeat buying, and referral monsters.

Who Needs this Customer Avatar?

Each and Every business needs to create customer avatar.

It is equally important for Small and Large Businesses because they have spent a huge amount on the creation of the products and services for the customers.

If a large scale company creates a product without knowing about buyer persona then it can be proven as a disaster for that company.

Why Customer Avatar Is Important For Marketers?

Customer Avatars have very much importance in the field of marketing.

Because if you don’t know about the customer and the Likings, Tastes, and Preferences of the customers so how can you provide the right solutions to them.

So with the help of the customer avatar marketers can discover the different Avatars and provide services and products according to their needs and wants.

Without a customer avatar, your marketing efforts are likely to err on the side of generic and boring.

These days, people don’t open their wallets for generic and boring, which is why this exercise is the foundation for success in virtually every aspect of your sales and marketing process.

Getting clear on your customer avatar will affect these areas and more:

  • Product service creation: What solutions is your avatar searching for? What solutions can you develop and deliver to your avatar to anticipate and solve their problems?
  • Copywriting: How should you describe offers in your email marketing, ads, and sales letters in a way that compels your avatar to buy?
  • Email Marketing: Which avatar should receive a specific email marketing campaign?
  • Content Marketing: What lead magnets, blog posts, videos, podcasts, etc. should be created to compel your avatar to buy?
  • Social media marketing: Which platforms are most important to be present and active on?
  • Paid traffic: Which ad platforms should you buy traffic from and what targeting options should you use?

Customer Avatar Template:

customer avatar male
Source: Digitalmarketer.com
customer avatar female
Source: Digitalmarketer.com

Different Types of Customer avatar:

Whenever you create a new product it means it creates for a new ideal customer and for the new ideal customers you need to create a new customer avatar.

The customer avatar can be a:

  • Male
  • Female

Here are some examples of different customer Avatar:

  • The marketing freelancer: A Marketing Freelancer is interested in training and certification to distinguish himself from the other freelancers he is competing within the marketplace.
  • The Marketing Agency owner: The Marketing Agency owner is interested in training and certification to add to the services he/she can offer his/her clients and to sharpen the marketing skills of his/her employees.
  • The Employee: The Employee is interested in training and certifications to distinguish himself/herself at his/her place of employment or to secure his/her new job or promotion within his/her existing job.
  • The Business owner: The Business owner is interested in training and certifications to sharpen his/her own marketing skills and the skills of his/her internal marketing team members.
  • New Blogger: The new blogger is interested in training and certifications to expand the horizon of his/her knowledge so that he/she can provide value and quality content to his/her readers.
sample avatar
Source: Digitalmarketer.com

There are 5 major components of the customer avatar:

1. Goals and Values

2. Sources of Information

3. Demographic Information

4. Challenges and Pain points

5. Objections and roles

How to create a Customer Avatar?

So, it’s time to think about your ideal customer. Imagine their story and give them a full identity. Get specific and be emotional. Don’t be afraid to GO DEEP with this worksheet as your guide.

Step #1: On a separate sheet, list the common demographic and psychographic traits of your ideal customer.

Demographic Variables:

  • Income Level: What is the income level of your avatar?  He/She has a Low income level, Medium Income level, or High-income level.
  • Gender: Your Avatar is Male, Female or any other.
  • Educational level: What is the educational level of your avatar? A high school passes out A graduate, A postgraduate, or A doctorate.
  • Location: What is the location of your Avatar? He/she lives in Asia, Europe, etc.
  • Ethnicity: Your Avatar belongs to which social groups and what are the cultural traditions of your avatar.
  • Race: Race can be defined as a grouping of humans based on shared physical or social qualities into categories generally viewed as distinct by society.
  • Family Size: Family size can be defined as the no of persons in the family. An Economic family refers to a group of two or more persons in the family.

Psychographic Variables:

  • Personality: Personality can be defined as the long-standing traits and patterns that propel individuals to consistently think, feel, and behave in specific ways
  • Attitudes: In psychology, an attitude is defined as a set of emotions, beliefs, and behaviors toward a particular object, person, thing, or event. Attitudes are often the results of experience or upbringing, and they can have a powerful influence over behavior.
  • Values: Values are defined as basic and fundamental beliefs that guide or motivate attitudes or actions. It can be Personal Values, Cultural Values, Moral values, etc.
  • Interests: Interest is defined as a feeling or emotion that causes attention to focus on an object, event, or process. For e.g. Blogging, Sports, Gaming, Travelling, etc. 
  • Lifestyles: Lifestyles are defined as the way in which a person lives. it is the typical way of life of an individual, group, or culture.

Step #2: Give your avatar a name and a face. Yes, really! You can even go so far as to find a photo.

Let’s take an example of a Customer Avatar. As we discussed before the different types of customer avatars.

Here we are taking the example of The Marketing Freelancer:

Name of our Avatar is : Pankaj Sharma a Male.

There are 5 major components of the customer avatar:

1. Goals and Values:

  • Goals:

Pankaj Sharma wants to:

He wants to increase his Capabilities.

He wants to build a Marketing Agency in future.

He wants to scale his Business

  • Values:

Pankaj Sharma is Committed to:

  • Professional as well as personal development.
  • Providing value to his clients.
  • Using “White-Hat” marketing principles.

We begin with the goals and values of our ideal customer. Make notes of the goals and values that are relevant to the products and services you offer.

You’ll use this information to drive product creation, copywriting, content marketing and email marketing, etc.

2. Sources of Information:

Books: Marketing 4.0, Permission Marketing, Blue ocean strategy.

Magazines: Adweek, Direct marketing news, Marketing week, Forbes.

Blog/Websites: DigitalMarketer.com, Neilpatel.com, Backlinko etc.

Conferences: Digital Summit, B2BMX, Affiliate world conferences.

Gurus: Deepak Kanakaraju, Ryan Deiss, Neil Patel, Brian Dean etc.

Other: Spend time on Marketing Forums and on Social Media.

         3. Demographic Information:

  • Name:                                    Pankaj Sharma
  • Age:                                       29 yrs.
  • Gender:                                 Male
  • Marital Status:                    Married
  • Children:                               1      
  • Location:                              Punjab, India
  • Quote:                                   “If a stone was broken by the last stroke, it Does not mean that the first stroke was useless. Success is the result of Every day’s effort.”                                       
  • Occupation:                         Digital Marketing
  • Job/Title:                             Blogger, Writer, Affiliate Marketer
  • Annual Income:                  $50000 p.a.
  • Level of Education:           Post-Graduation

Applying demographic information will bring your customer avatar to life. While the usual demographics are critical, the exercise of filling in the ‘Quote’ field can be particularly helpful to “get inside the head” of your ideal customer.

4. Challenges and Pain points:

Challenges:

Pankaj Sharma is challenged with:

  • Building his Marketing Agency.
  • Finding, training, and Retaining Top marketing talent.
  • Keeping his marketing skills sharp while being an Agency owner.

Pain Points:

Pankaj Sharma’s pain points are:

  • Fear of losing to competitors.
  • Fear of his agency falling behind in the Digital Marketing scene.

5. Objections and roles:

Possible Objections:

  • Does the training fit an existing service or new service he can offer to his clients?
  • How long he and his team members “will be out of pocket” doing the training?

          Role in Purchase Process:

  • Pankaj is the decision-maker. He buys Digital Marketing training to keep himself and his team sharp. He is not worried about the price point if he knows the training will give him and his team an edge in the marketplace.

Start by building a single avatar. But don’t stop there.

Build Multiple Avatars as much as you can to get the clarity about multiple avatars representing the different segments of your market.

Step #3: Step into your avatar’s shoes and see life through their eyes as you complete each question in this worksheet

To form their identity. If you think of more details, by all means, add them! The more specific you can be

About your avatar, the better.

Here are some questions to find your customer avatar as described by the NeilPatel.com:

  • Am I male or female?
  • How old am I?
  • Where do I call home?
  • Do I have a spouse? How old are they?
  • Do I have kids? What are their genders and ages?
  • What’s my highest level of education?
  • What’s my occupation/industry?
  • What’s my income level?
  • What’s my life motto or a quote I love?
  • What are my hobbies and interests?
  • What are my goals?
  • What are my values?
  • Where do I get my information? What books, blogs, conferences, gurus, social media, etc. do I consume?
  • What are my wildest dreams?
  • What challenges do I face?
  • What are my most irrational fears?
  • What’s my role in the purchase process? Am I a decision-maker or an influencer?
  • What are my objections to buying your product or service?

Check out other persona creation tools:

persona tools
  • Digital Marketer Avatar Worksheet: A PDF download with versions for both a male and female avatar, this worksheet covers the five core components of customer avatar: demographics, challenges and pain points, goals, and values, sources of information and objections/role in the purchasing process.
  • Hubspot’s “Make my Persona” Tool: This tool helps you to create your customer persona what you to do is just enter the details and it will create a customer persona for you. You can also check out Hubspot’s Persona Templates.
  • Copyblogger’s “Empathy map”: Copyblogger talks about the “Empathy Maps” which is an excellent method of not only getting into your ideal customer’s head but also his or her heart.
  • Persona Generator: Persona Generator is also an online tool that provides you a blank template or you can choose any other template like Teacher, Designer, etc. to create your buyer’s persona.
  • Persona app: Persona App is an online tool that can create an informal buyer’s persona which you can share with your team members. Person app allows you to create and share quick, lightweight personas using a simple lean framework.

Don’t forget to create Negative Persona’s:

Negative Personas play a very important role in creating your Ideal Customer Avatars because it makes your work easy.

When you know about your Negative persona’s than one thing is very clear to you is that you are not going to create any kind of products and services for these kinds of Buyers which have negative personas.

So it helps you to identify your negative persona’s and also it saves your Time, Money, and Effort.

You can also check out Hubspot’s post on creating “exclusionary personas” which provides you clarity around who is not your ideal Buyer’s Persona and also saves on sales and marketing budgets.

Conclusion:

  • In this Busy Digital World where people don’t have time to talk to the salespeople rather than talking to salespeople, they would like to conduct online research to make purchasing decisions.
  • Now it’s up to you to create a plan to deliver the perfect content, products, services that can solve your customer’s problems.
  • After all your customers are your heroes and how much time you spend to find out the details about your customers more they will engage with you and your brand.
  • I have tried to provide all the necessary information about the Customer Avatar or Buyer persona and also I have mentioned various templates and Online Tools to create Customer avatar or buyer persona.

Now It’s Your Turn

That’s all for my Article to guide you.

Now I would like to hear from you.

Are you going to focus on the things that I’ve mentioned in this Article?

Let me know by leaving a comment. and

Always Remember that “Sharing is Caring“.

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