Quick recap of Part Two – identifying your client/audience
In part two we broadly looked at discovering who our audience should be through identifying who our ideal customers/clients are, and we learnt that creating content without a target audience (your ideal client) in mind simply doesn’t help your business.
We looked at our ideal client in terms of what we want from them and what they might want out of a product/service. We considered the broad problem a specific group of people have, the problem that you can solve for them, and how to find the harmony between the two.
However, we didn’t take into account that this audience is made up of real people, and all these people are different and have different hopes, fears and motivations. So, just identifying your audience is a great start, but it’s by no means enough.
Now that we’ve identified our ideal client/target audience we are going to dive deeper into getting to know them on a more personal level. This is where the customer avatar comes in.
What is a ‘Customer Avatar’
First of all, the term ‘customer avatar’ goes by many names; user persona, customer persona, buyer persona and so on. So if you hear those terms, we’re talking about the same thing here.
But let’s break down what this really means, because all of these terms are a bit technical, and as such can be a bit intimidating.
To simplify things let’s create an easy to work with definition of the customer avatar. Simply put, customer avatars are detailed descriptions of imaginary people that you might find in and amongst your audience. These avatars might be based on people you already know/have worked with as clients. They equally might be based on a mix of assumptions and research about your target audience and what their problems, challenges & motivations are likely to be.
So just to summarise:
Your audience = the broad group who you are communicating or marketing to
Your customer avatars = examples of imaginary people within that audience whom you want your content to connect with, and most importantly – convert.
Why are Customer Avatars so important?
Avatar’s let you test your content against imaginary ideal clients so you can assess the effectiveness of what you’ve written.
Let’s say you created a customer avatar – called Theo. Your piece of content needs to aim broadly at your audience, however, it really needs to connect and motivate Theo to take the next step. That’s why this is so important.
When you create your content you can review and test your content against your customer avatars to ensure that it will connect with those individual avatars within your audience.
Customer Avatar Template
Creating your customer avatar is actually quite a fun and creative exercise. And I’m going to make it really simple for you by providing you with a super simple customer avatar template.
So download the template here, and complete it 2 or 3 times to help you identify a selection of your audience.
Variations of a Customer Avatar
So how many customer avatars do you need? Well as many as you can uniquely identify.
Remember, the same customer avatar can be represented twice; take Theo for example – Theo might have a first time visit to your site, and he might return to that website better informed. He might be in research mode, or he might be in buyer mode.
Your avatars and variations of those persona’s should represent as many of the different unique angles you can think of.
Here’s the thing; if you create content and it doesn’t have a clear way to convert your prospects and leads, then you could actually be making things worse and educating people on your site while they convert on somebody else’s website! You don’t want all that hard work and content creation to go to waste.
So get in the mind of your customer avatars; who they are, what they want…and what makes them motivated to convert.
Remember, this exercise is helping you to get to know your audience and the better you know them the more successful your site will be.
So have fun and enjoy getting to know your audience!