What is Customer Avatar development and why is it important?
An avatar is a semi-skilled character based on accurate data and behaviours, representing the brand or company's ideal customer. It's also known as a buyer persona or persona. The avatar guides the creation of content and Digital Marketing.
The goal is to create a profile that synthesises customers' main characteristics so that the brand can develop strategies aligned to its audience and capable of meeting their demands.
How to create an Avatar?
Create a question script and interview your customers
- What is your gender? Age? City? Schooling?
- What is your position? Company segment? Company size?
- How is your routine?
- What are your main responsibilities?
- What are your main goals and obstacles to achieving them?
- What do you do in your work? What are your biggest challenges?
- What social networks do you use?
- How do you stay informed?
- How do you learn new skills?
- What subjects do you like to follow most?
- What brands do you usually use?
- How do you find out about brands and products? Where do you usually buy?
- Which channels do you prefer to interact with brands?
- (If B2B) What brands does your company use? How is the purchase process?
Relationship with the company
- What led you to look for solutions from company x?
- How does the company x help you solve your challenges?
- What is the highest quality of company x?
Analyse the data
After applying the survey, you will get a lot of data about your customers.
In the analysis, try to identify the patterns in the responses. They represent characteristics, problems, challenges, and doubts common to several customers, and that must be part of the persona.
If you notice that almost everyone answered that they have completed a masters degree and usually use Twitter to interact with brands, there are traces of the persona profile.
To do this, you need to organise responses functionally. You can create a table with the same question steps that we suggested before and fill it with survey data. Thus, you will be able to view the information that is repeated.
Structure the Avatar
From the analysis, the avatar will come to life. It will have a name, age, a face, and a very detailed profile, with the characteristics and behaviours you perceive as most relevant.
The secret here is to think of the persona as a real person who will interact with your brand, read the content you share, and buy your products. A person is not just a list of topics, so try to develop a really descrepty text about the person you are creating.
A good solution is to tell a story. You can write about a day or a week of your avatar's life in which it interacts with your product. Thus, it becomes much easier to understand its habits, behaviours, and its relation to the brand.
When collecting the data, you may find that there is more than one predominant profile among customers, which leads to the creation of more than one avatar, and there is no problem with that. Most companies, in fact, have more than one avatar.
However, the tip is not to overdo it, especially if you are starting out. Having too many personas can take the focus off your strategies and content.