A business avatar can help you to define your target audience effectively. You develop a fictive, virtual person who represents your ideal client and at whom you aim your marketing.
The more detailed your definition, the better idea you will have of your target customers and ultimately, the more successful you will be in selling them what they want. “Enter the conversation your prospect is having in his mind.” (Robert Collier, author and copywriter).
How to create your business avatar
1. Demographic data:
- Marital status
- Place of residence
Let us assume that you manufacture packing material. You typically approach various people such as buyers or product managers. Your avatars could be as follows:
Your ideal buyer might be male, between 30 and 40, married with a family. Your product manager could be female, between 25 and 35 and with no children.
2. Psychographic data:
- Personality traits
These areas can provide insight into emotions, fears, needs and wishes. The buyer is a conscientious worker, avoids risks and, in order to be successful in his job, is interested in acquiring his packaging material at a good price. The ideal project designer is creative, curious, works overtime and, depending on the project, places importance on practicability, stability, conservation or environmental friendliness of the product packaging.
3. Physical characteristics:
- Hair or eye colour
These characteristics are not really relevant for our examples, but would be important to manufacturers of hairdressing articles or diet products.
In order to create a detailed description of your avatar, you can use existing client data, or tools such as the Facebook fan page and target group statistics. In addition, you can look for real people who fit this profile in virtual communities and in your own networks or using classical marketing instruments such as observation, interviews, focus groups, surveys etc. Find out which newsletters , publishers or blogs your ideal customers read and which platforms and forums they visit.
How to use your business avatar effectively
Place your targeted campaign in the online or print area where your target audience is active. Find partners who have the same target group. In the case of packaging material manufacturers, printers, for example. Using tailored campaigns, create a win-win situation for your customers, your partners and your company.
- save unnecessary advertising costs
- gain insights into the requirements of the ideal customer
- improve communication
- adapt your products to customers’ needs
- set yourself apart from the competition
- gain influencers
- increase conversion rate and customer loyalty