Customer Avatar Focused Strategy | Steve @ IMarketer School | Skillshare

Customer Avatar Focused Strategy

Steve @ IMarketer School, Digital Marketer

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9 Lessons (31m)
    • 1. Welcome on board!

      0:48
    • 2. Benefits of Having Customer Avatars

      3:30
    • 3. How to Profile Customer Avatars

      5:16
    • 4. How to Collect Data

      3:16
    • 5. Deep Dive Into Customer Avatars

      5:35
    • 6. Put it Into Work

      4:06
    • 7. Create Focused Content

      4:26
    • 8. Case Study

      3:50
    • 9. In Conclusion

      0:16

About This Class

Customer Avatars: User-Focused Strategy

Having a conversation or holding a meeting without understanding who you are communicating with would be unthinkable in any professional situation, right?

So. why do so many of us take it for granted that we know who we're engaging with through our marketing channels?

Customer Avatar creation is essential to any business; because...

It turns audience data into digital advantage.

Customer Avatar is probably the most important tool of the marketing mix. 

In this course, you will understand the needs and concerns of your users and buyers and capture this in a way that will bring value to your business, allowing you to be relevant to the audience.

The course is easy to chew, as its structured in 8 video lessons.

Each video will take around 3-5 minutes.

The entire course clocks in around 1 hour.

So, why not to learn new skills in a lunch hour?

Join us today at the Customer Avatar - User-Focused Strategy course, and take your business to the next level!

Transcripts

1. Welcome on board!: Welcome to customer avatar strategy Course. Thank you so much for joining us. My name is Steve, and I'm happy to present this course on behalf of I marketer school. I worked in different backgrounds from teaching s e O and paid ads. So in our first lesson, I would like to introduce you to customer advertise on look of five crucial components in creating these avatars. Then, in the next set of lessons, we will learn how to collect data and see some interesting case studies. By the end of this course, you will learn everything about your customer avatar as it is vital for your business. Why? Because when you know your advertised, you will be able to make informed decisions about how to promote your products and services . Welcome on board. And now let's get started. 2. Benefits of Having Customer Avatars: Hi, guys. Welcome back to our course. It's time to create your customer avatar, right? So let's get started. You know, in order to succeed with your marketing efforts online or offline, you as a business should definitely have a customer avatar, or it's also called by a personas user persona. Why? Because you need to target. If you try to help everyone, you'll never help anyone. Having a well defined target for your ideal customer does more than tell you who you are should be trying to sell to. It tells you who you should avoid at all costs. This will save you time and money across the board on most definitely help Your bottom line Avatars are very useful when testing all kinds of marketing ideas, projects and activities. And I'm surprised that there are so many companies large and small, still not applying the techniques to discover their customer avatar. Here are some benefits of avatars. You begin to view your prospects Israel people, not faceless demographic compilations. You narrow down your target market, which allows you to target them much more effectively than trying to be all things to all people. You narrow down their pain points, enabling you to address the much more. Specifically, you have a consistent perspective from which to build your brand on make important decisions. You'll have the tools to identify when you're at risk of jeopardizing one avatar in favor of another and make a conscious choice in the matter. When building or advertise, ask plenty of questions beyond their relationship to your product or service. You want to know where they spend time on light, what problems they need solved. What resource is they trust? Where do they get their news? Where do they shop? What are their hobbies? What magazines do they read? What advertising do they respond to? What kind of car do they drive? So the next logical question would be how to craft a customer. Avital. In order to create a good customer capital, you have to really get into his or her hat. It's a little like method acting and getting into character. Let's say our avatar is a female, so let's name her Debbie, you need to ask, What would Debbie think about my product? How is my product going to meet her needs in real life? It takes about two hours at least to create a good Avital. Sometimes companies get frustrated by the process because they're forced to get into character. But it's a good way to push the process deep enough to facilitate genuine understanding of the thoughts, feelings and behaviors of your customers. We are no all naturally good at this, but it's important for our avatar effectiveness. The process can help you find previously undetected tactical opportunities for your product service. All business. Where does your product or service constructively intersect with Debbie's? Think about it. Learn what Debbie does or what Debbie cares about. These are very valuable insights. Remember, customer avatars help you ask better questions. Good questions, in turn, can help you pretest ideas or products. Avatars can help you plan better. Think better and save you money. Finally, when you actually start designing or avatars, make sure you name your avatar on include real life image of your customer said Everyone can truly envision what he or she looks like 3. How to Profile Customer Avatars: welcome to our second lesson in the first lesson. We've learned what is an avatar on why we need them on the benefits of having appetizers. Today. We're going to learn how to profile them. Think of avatars as a decision making tool. Figuring out their emotional data is hard, but you need it because we are an emotional species. Our emotions. Drivers to do things much more than boring old facts. So our favorite avatar model consists of the following five components. Component one. The first component consists of gathering information, your customer avatar demographics. This includes the basics such as age, gender, Correa, income and more. To demonstrate this, we're going to pretend we are the owners of an organic textile business. Knowing this information, we are going to create the first component in our businesses. Customer Avatar, Avatar, Amy Age. 40. Gender, female marital status. Married Location. New York City Occupation. Fashion designer. Annual income. $125,000 Level of education, college graduates. Other important info. Life's a green lifestyle here. As you can see, we now have a basic customer avatar. Basic character. Keep in mind that we didn't just pick these details out of thin air. Make sure that you take the time to think about an individual person who would need your product and build your avatar around him or her. You can check out your Google analytics or CRM tool to find out this basic data component to component to consists of goals and values. It's important to understand the reasons why your prospect thinks or feels in a certain way list what you believe. The goals and values of your proposed prospects are like the example on this light Goals and values goes. Amy wants to increase the value of her business to $300,000. Cut harmful product waste for materials by 20% expand her business to appeal to vegan clients. Values. Amy is committed to reducing her carbon footprint, providing valuable products to her clients using ICO friendly textiles Always keep these goals and values in mind. They should be useful product creation. Copyrighting content. Marketing on email marketing component. Three. The point of component three is to make you think about where you're going to find your prospect. The wear answers the question of which medium you were used to target your prospect with your content. Sources of information magazines. Sustainable Style Blog's giving living dot com Groovy Green living dot com conferences. State of Style Summit Other Spent a lot of time networking on Facebook groups. If you're stuck thinking about where you might find your prospect, use the but no one else would trick as follows. My ideal customer would read a book, but no one else would. My ideal customer would subscribe to a magazine, but no one else would. My ideal customer would attend this conference, but no one else would. Component for this component is all about discovering your prospects. Challenges on pain points. It's important to have an understanding of what your prospects struggles with. This will help you tell your content to work as a solution for your prospects. Problem. PC The site. Challenges and Pain Points challenges. Amy is challenged with finding manufacturers that can efficiently manufacture her clothing . Scaling her business Amy's pain points our fear of losing business to non ICO friendly fashion designers that could sell their clothes for less money. Fear of getting behind on the latest green textile trains component five Last but definitely not least is component five, which explores your advertise objections on role in the purchase process. Knowing this allows you to stay one step ahead of your prospects on address their objections before they could even have time to think about them. Objections and role in poaches process Objection to the sale worries that the cost of new materials were caused. A Mito have to raise prices on her product role in purchase process. Amy is the decision maker on owner of the company. She makes the final decisions on what products are purchased and used in her store. Understanding these things about your prospect is vital to your marketing strategy. Use them as you begin to build your strategy. Congrats. You've now built your customer avatar. I should be able to look at your prospects as individual characters instead of mysterious people walking down the street. It's amazing how writing down a few simple character traits can help you as you flesh out your marketing content. If you have more than one type of person in your target audience, build 23 or even 10 avatars as it takes to direct your marketing content strategy. 4. How to Collect Data: next logical question. How to collect this data? Yes, you can check out your Google Analytics tool. Andi. Glean any information you can about your existing audience. Consider setting up online surveys with Qala route on the site or with a surveymonkey via email. You can offer something valuable in return, such as access to special content or a discount interview. A select group of customers offering an incentive to them as well. You can mind your CRM for data on your existing customers and prospects casually talk to customers whenever possible. Ask your sales people for their impressions on the matter. If you don't have a team, maybe hiring a journalist will be great for conducting interviews with customers. Remember, customer avatars are not guesses on assumptions about who your target audience is. You are looking for the real buyer, not who you think the real buyer might be. Be prepared for surprises in the research because what you find out could be game changing . I advise you to post a written advertise on the wall in a team area where everyone can get to know the customer avatar really well. But let's consider a few mistakes to avoid when creating your first customer. Avital first and foremost, don't base your customer avatar on one real customer is tempting to go out. Meet one customer on them, right? A bio of that customer for a persona. Remember? Ah, good persona is a composite of all your core customers, and we're bringing elements from multiple real customer profiles. Second, don't base your customer avatar on stereotypes. This is similar to mistake number one, but you might not even realize you're doing it. Don't make assumptions about your customer. Advertise interests and needs should be based on their age, gender and location to research properly. Let your customer tell you about themselves. Inconsistency can make your avatar unrealistic. Your avatar should be. Israel is possible, so try to avoid inconsistency. This is a mistake. Number four. Don't be generic as a counterpart to mistake number one. Don't be too generic When you create your avatar. It shouldn't be between 30 to 45 years old. They should have an exact age specific interest. You may find that you need to create multiple avatars to represent different customer segments. Just make sure that each one that you create is specific and represent one of your call groups of customers create negative Avital That's right, creating a negative avatar but can be seen as beneficial as creating your customer avatar. A negative avatar is a generalized representation of the persona that you don't want as a customer. Having an understanding of who you don't want to serve as a customer can sometimes make it easier to know who you do want to serve. I'd suggest that you think of that one customer who was a total nightmare to work with and document all of the things that made the relationship unsuccessful. The key here is not to focus on personal characteristics of why the individual was no easy to work with, but rather on the reasons why they weren't a good fit for your product or service. High prices. The probability of increased turn not being properly equipped for long term success 5. Deep Dive Into Customer Avatars: do you know about the green Heron? This bird's diet mainly consists of various fish. It does he other small things, like insects, crustaceans, reptiles, rodents. But her target market, I mean, her food is fish. It's fascinating how the green hair and hunts it often drops food or insects into the water to attract fish. A green heron understands its prey, knows what attracts the fish, and that makes its job of catching one very easy. While other birds fly around, waste their time and energy to catch something, green Heron sits back and lets the bait do most of the work. A lot of businesses online, unlike those other birds flying around, wasting their time and money or marketing that doesn't bring any results. The problem is not the marketing channel or techniques they are using, but it's more that they don't understand what their potential customers really want. If you're doing any sort of marketing without knowing who your target market is on what they really want, you are just shooting in the dark, hoping you'll hit something eventually on that can end up being pretty costly. Remember, business that wind is business that understands its customers Essentially, it is a visioning exercise to create a customer avatar where you think about your typical best customer on what their life is like. So let's dive into this process of creating the customer avatar. So you know for yourself how to do it. Let's imagine I want to start marketing fitness programs, and I have identified that the market I want to sell into is best represented by the 35 to 40 year old guy. So to create my customer avatar, I have to flesh out this guy. I think about his life, his family, what interest him and what his problems are that my product can address. So to start with, I gave him the name. I called him David. I gave him a type of job. He worked in an office. He had an hour to commute to work on an hour to commute home. He worked from 9 a.m. to 5 p.m. He lived in Greater London. He had his small house with a beige carriage door on a beige minivan that he drove home, and every night when he came home, there was a big wheel and some other toys on the front lawn that the kids didn't clean up. David had a couple of kids on the family was everything to him. So he just wanted to get home each day after work, and he wanted to spend time with his wife and the kids. But back in college, he was a pretty active guy, and he really wanted to get back into shape. Maybe it was something to do with his wife or some type of relationship issues. Or maybe some guys at work were giving him a hard time. Or maybe he just didn't have the energy. Many guys like David say they want fitness programs because, hey, I just want more energy to keep up with my kids. His kids were getting to that stage now where they just wanted to play all the time. And he couldn't because he had gotten out of shape from his sedentary lifestyle of drinking on office work in his backyard. He has a barbecue on. That's where he goes every night and has a barbecue with the family, and then they play a little bit in the backyard. Then he reads a story to the kids and they go to bed. By this point, it's 9 30 at night, and that's the only time he has to exercise. So this is when David comes online and he's looking for some program that he can do in his basement with just a little bit of equipment that he's stashed away or built up over a couple of years. This is when my business console to David. We understand he is tired and doesn't have much time. We understand that his priorities cannot be centered around his fitness program. With all of this in mind and with an empathy for David's life, we can sell to him on everyone just like him. David is not, of course, a real person, but he is a customer avatar for thousands of real people that make up the ideal customer for this business. By writing sales messages that speak directly to David and tell him how my product can solve his particular problems, I can ensure him speaking in terms that my target market will find relatable and appealing . The closure individual is to David, my ideal customer. The MAWR impact these messages will have on the more developed my business can become in that niche, and that is the same level of customer knowledge on appreciation that you need to have no matter. Whether you are going to sell is yourself in a personality type business or whether you're going to create some type of online store that just sells products. You really need to know who is going to buy from you. It's very, very important stuff. So that's what I recommend you do figure out all those details about the best potential customer in your marketplace. In some cases, you may not need to come up with a creative story about your ideal customer, because for many, Internet business is the ideal customer is the business end of themselves. You? Maybe you set up a business to sell to people just like you. And so your customer avatar. Maybe yourself. Alternatively, it may be someone else. You know, you may find your customer avatar varies from product to product or is the same throughout everything your business does. But it's important to know your target market on this sort of level to sell effectively and attract customers 6. Put it Into Work: So if you've gone through the exercise of creating your customer avatar now, let's put it into work. Clearly, Putting up your customer avatar profile in the lunch room for all employees to see is not enough. So what else to do with your customer? Avital. In fact, lots customer avatars can help you overcome some of the toughest challenges that you might face as a marketeer or a small business. You could solve segmentation with advertise at their core. Customer. Avatars represent the dividing lines between different customers. They should give you clues on how to talk to specific contacts on Know what you should actually talk about. Depending on the break out of advertise, you modify your approach, your language. Your terminology you use avatars can help you map your content. Strategy to creating a new piece of content can be a big investment of time, energy and resource is mapping your content against your avatars could be a great way to prioritize what to create next. Now let's say you've built a vintage clothing store you might have a target of female users may be aged between 20 to 25. However, you need to know that not everyone in your market is the same. There will be different ages, different locations, different environments and so one. You can look at your market in each of these different ways and divided up so that you can understand it better. For example, it could be divided as men and women by age, like 15 to 25 25 to 30 30 to 35 etcetera by location. U. S. A. Europe Asia by status, home based work based by level, beginner or advanced etcetera. This is called segmentation. These are the starting point on need to be validated with some data you can validated by interviewing prospective customers. The data you gain after interviews by researching information from a product you've previously launched can confirm or deny your segments. It's tempting to think, Why bother to segment? You probably already know your market very well that any list you pull out will be fairly accurate. But here is why in business it's not the 90% you get correct that matters is the 10% that will surprise you the 10% that will set you apart from the competition. So, yes, you need to segment your market. Always remember you're in business because you were solving a problem for your target audience. When interviewing your customers, ask them mainly the following. How does that problem affect day to day life? Go into detail and focus on nuances that illustrate how that problem makes them feel in regards to other pain points. Now that you know their pain points, it's a little easier to understand what they value. Find out what would make your persona and get really, really excited about your product or service. Where do they go for information? If you're going to market and sell your products to these advertise, you need to understand how they consume information. Answer the following questions. How large is the segment now? Is it large enough to support my business? How easy or difficult will it be to reach the segment? Well, the segment grow or expand in the future. How far into the future? May it grow? Does this segment really fit with our business model? Can we immediately meet their needs, or will it take significant change in direction to meet demand? How difficult would it be to get the data we need to fully understand this segment toe. Answer these questions. Analyze the data you've gathered. Look for key similarities and differences among the general customer. Base your overall population. Do certain groups bunched together or break apart from others based on geography, demographic breaks or behavior? This analysis gives you more clearly delineated segments, helps you answer the qualification questions and sparks ideas on how to communicate with the target segments through your promotional efforts. 7. Create Focused Content : today on talk to you about how to create customer avatar. Focus content. After you've discovered your advertising the previous lesson, you can start adding value to your ideal customers lives, jobs or so on with remarkable content because you have a crystal clear picture of who you are creating content for most market is jump into the content creation without discovering their customer avatars. This off the Neil's a limited arsenal of boring content. But if you want to get your content shared out and reach to more potential customers, talk about your customer, not you as an organization. Therefore, creating content without targeting a strong avatar may leave it destined for loneliness. For example, Hub Spot says, without agreeing on a clear customer avatar that everyone within your organization is aware off. It will be hard for different members of your team to contribute consistent content. Think about it. How much easier would it be to have multiple bloggers on authors on board if everyone knew who they were writing for and who will be consuming their content? So let's discover hub spots. Case study on importance of knowing your customer avatar for content creation in this case , study Hub Spot challenge small businesses in Scotland to come up with a short content plan on a customer avatar. So content includes 3 to 5 block post titles and 2 to 3 content offers. One group spent half the time working on their avatar creation, which give them the inspiration for even more content ideas. While the second group very quickly agreed on their avatar on later struggled to come up with topics for their content. Both groups had to create content for a business, which sells hotel booking software, so they target mainly hotels. The first group called their avatar hotelier Hurry, and they quickly decided that its primary concern in life was to get lower booking fees on they moved into the content creation mode. They ran out of ideas after three posts on these posts were really rather dry and very focused on their company and their solution. So they had to revisit their avatar and dig deeper. Did they really think that hurry as a hotelier spends his nights awake worrying about booking fee software is, of course not. So what does hurry worries about instead? A little bit of brainstorming and thinking about who they really serve produced different answers to questions like, How do I increase loyalty and repeat business? How do I ensure we run above 70% occupancy? How do I increase average daily rate so I can guarantee more revenue? These are the questions that hurry worries about understanding these questions. Help the second group create content that is all about hurries, needs and worries so they can share their expertise and create materials that would help him to grow his business. As hurry engages, he's bound to learn a bit about booking engines. Best practices on. He will consider using their company as a company that he trusts on respects Your customer Avatars could be useful in digital marketing campaigns and can be applied also to your S e out. Did he know that your avatars can help you actually find the right keywords for your content? Keyword research is a process designed for finding terms that uses search for you can use Google's free keyword planner to generate search terms for your product. Then use your customer avatar to brainstorm. When you are creating a list of keywords, you should check. Do they reflect your customer avatars accurately think about the tone and direction of the content on the landing page. Make sure you answer your personas query on offer A clear next step. Your keyword set should accurately represent the needs and intentions of your users or buyer avatars. Customer avatars are also useful tall when creating and implementing a link building strategy when building links. The basic goal would be to create and promote content that you think your target audience would like to share. Consider what the goals are and think about what value you can provide that might help them to achieve those goals. Talking your ideal customers language. Remember, customer avatars are living documents. They should be updated throughout your campaign or the Project life cycle in a controlled manner to ensure they remain accurate. 8. Case Study: next, I'd like to share with your case. Study Presented by Adele Rivera. She is a speaker, consultant and thought leader on product and marketing strategies that are guided by deep persona insights. She's also a founder of Bio Persona Institute. This case study is on how Christine developed a great buyer persona, by the way, by a persona, is the same as customer avatar. So this project involves four product marketing teams who reduced 24 buyer personas or customer avatars for the buyer Persona Institute, Adele reviewed or 24 personas and notice one exceptional persona created by a delegate Christine. None of the delegates had any previous experience in developing customer. Advertise on their task was to create a persona oven I t architect, while Adel had our own assumptions, regards Christine on her exceptional creation, thinking Christine probably had work experiences as I t architect. Or maybe she was married to someone in this position or had a close friend who gave her an advantage over her colleagues. None of the assumptions were true. Christine simply did better work than her colleagues. So when Christine was invited over to talk about her approach in developing this customer avatar. Here's what she told Adele. Christine's first step was to search online job boards for companies looking to hire I T architects. This gave her a bit of insight into the experience and other expectations that hiring managers had for this role. Then that led her to a few technical requirements. So she learned that hiring companies that focused on I t architects required experience in S O a. An i t i L. She had heard about these technologies before, but she didn't know them well, so she had a separate search to learn more about those technologies. Note that Christine is not a very technical person, but that didn't stop her from taking interest in a topic that was critically important to her customer. Web searches lead to some interesting papers, plus several conferences that were targeting an I T architect. So Christine reviewed the conference agenda to learn about aspects of those technologies. Only now, Christine did feel like she was ready to talk to some IittIe architects. Christine's other colleagues have skipped these online research steps. Many had also found it difficult to secure interviews, but Christine easily found people to interview by using her linked in network. She also introduced a few people. Also, by sorting through her stack of business cards, she found people who could introduce her to someone in that role. Christine has also posted it requests on the online forums that she has participated in on this topic. These steps lead to interviews with five people who are willing to talk to Christine about their priorities, goals and frustrations. She asked a lot of probing questions typed as she listened, captured quotes and key thoughts. Most people would be better off taping the call or having someone else take notes. However, Christine's background is a journalist prepared her to simultaneously think about interesting areas to pursue, ask questions on listen for the most relevant data and take good notes. Finally, Christine organized her notes from the five interviews by subject, scanning for patterns in the responses. Once she wrote up a persona document, her findings were communicated through short, pitchy, colorful statements, each summarize with a heading that made it easy to identify the focus of that section. So this is the approach that you should take to think about your steps. The creation of personas should be based on facts. Therefore, you two should take Christine's approach 9. In Conclusion: so well done. You have now completed the entire course. Thank you for your time and dedication. I wish you luck with your customer appetite creation. And if you like this course, please give us a thumbs up. Thank you very much for being our students. Goodbye for nail.