CUSTOMER DEMOGRAPHICS AND YOUR MARKETING AVATAR

Customer Demographics and Your Customer Avatar

Your marketing avatar embodies all the traits your ideal customer has. When you know who your perfect customer is, you can direct your ad campaigns to specifically target them. But who is your perfect customer? Your perfect customer, or customer avatar, is the person you are developing your product or service for. In order to find out who that person is we need to narrow down their demographics and psychographics.

At first, you might develop several avatars and write ad copy to each of these. By process of elimination you can narrow down your perfect avatar through focus groups or monitoring ad campaigns.

Be sure to do your homework though. Don’t guess at who your customer is. Base your avatar on market research, customer feedback, reviews, and by researching your competitors reviews. You will gain a lot of information about who your perfect customer is by listening to what they are saying.

Developing Your Avatar

How do you find your marketing avatar? First, let’s look at their demographics.  

How old are they, are they male or female, what is their income and level of education, what is their occupation, where do they live? Are they married or single? Do they have children? How many?

Along with demographics we need to look at their psychographics, or what makes them tick. These are their values, interests, and lifestyle.

What do they value?

Let’s say you make an affordable eco friendly dish soap. Your ideal customer may be someone who values saving the planet. Their goal is to save our oceans and forests and wildlife by not putting harsh chemicals back into the environment.

What are their attitudes and interests? 

Are they Greenpeace advocates, or suburban housewives? 

What social media platforms are they on? 

Meet your customers where they are. Knowing which social media platforms they are on will tell you where to advertise.

What are their challenges and pain points to purchasing your product or service?

Read reviews of your product and your competitors products to determine what your customer’s pain points are. What are the issues that come up most often? What are the 2-3 top pain points that customers are talking about? Identify the emotions that your customers have. If they are frustrated that their eco friendly dish soap doesn’t cut grease well enough to get their dishes clean, then you now know that you need to address that in your advertising campaign and tell them how they will feel after they use your product and see that it does indeed cut grease. 

It’s a simple formula of identifying a pain point and an emotion connected to that pain point and then telling your customers how you will help them solve that pain point, and then tell them what emotions they will have after they use your product. Telling them that you will help them is an important point here. We don’t want to fix their problem for them. We want to make them the hero of the story, so we help them become that hero.

What are their objections? 

Knowing your customer objections and addressing them in your advertising can overcome objections at the source. 

Your Customer Avatars

Name Your Marketing Avatar

Now that you have identified all the parameters above we can give your avatar a name. Let’s call her Hannah. Find a photo of Hannah to give her a face. She is your target customer. Perhaps you have a male avatar too, so let’s call. him Clint.

Your Ad

When creating your ad create it from the point of view of Hannah or Cling. What lead them to seek out your product or service? What emotion or desire lead them to your product. What in your product line meets their needs. What objections did your product have to overcome in order for her to purchase it? How do the feel now that they have used your product and it has made their pain point go away?

Conclusion

As you can see, creating a customer avatar helps you directly target your ad campaigns to your perfect customer, thus saving you time and money.

You may have more than one avatar, so be sure to create 2-3 ad campaigns for each avatar and test which one works the best.

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Joy Bezanis

Joy Bezanis takes a holistic approach to organic growth by integrating your brand, website, social media optimization (SEO), and social media content targeted to your market demographics.With her formal education in Graphic & Web Design, and her legal and marketing experience, she is passionate about helping small businesses create a cohesive and comprehensive brand and customer experience.Joy Bezanis Design is a full service creative agency located in Phoenix. We work with small businesses to create outstanding logos, branding, marketing campaigns, websites and more.

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