Today, I want to start with a little exercise. Imagine you’re talking to your best friend. You probably know a lot about them, right? You can comfortably talk about a lot of different topics, and you have a sense of how they react.
Now imagine talking to someone for the very first time. You don’t know anything about them, their history or belief system. You don’t know what they like or don’t like.
So, how would you approach your conversation? Most likely, you will ask them questions about themselves, so you can get to know them a bit better.
When it comes to marketing your business, it’s up to you to understand who your ideal customer is. If you don’t know who they are, what they enjoy, or their value system, how can you connect with them and provide any valuable information?
That’s why it’s so important to understand who you want to work with. I’ve created this easy to answer questionaire to make it even easier!
What is a Customer Avatar?
A customer avatar is a character that portrays your ideal client. You can use this document to help you understand the motivating beliefs, fears and secret desires that influence your customer’s buying decisions.
This helps you create content that they find valuable. If your business isn’t in a niche market, create multiple avatars if you have a variety of clients.
How to Create Your Customer Avatar
I want you to sit down with a pen and piece of paper. Think about your ideal customer and answer these questions. (I’ve included an example below)
What is their name? (Rachel)
Are they married? (Yes)
Do they have children? (Yes, 2 of them. 14 and 8)
Where do they live (the more specific, the better)? (Sherwood Park, Alberta)
Schools Attended? (Went to Salisbury composite, then went to Estelle Academy)
Profession? (Hairstylist and Salon Owner)
Job Title? (Master Hairstylist and Salon Owner)
Household Income? ($200,000)
Hair colour? (Black)
If you have B2B customers:
Industry? (Hair Salon/Beauty)
Sells to? (B2C)
Annual Revenue? ($350,000)
Number of Employees? (5)
Located at? (Sherwood Park)
Years in Business? (4)
IT’S ALL IN THE DETAILS!
Now, flush out the personal details. Doing this exercise helps you understand your customer’s motivation and improve your marketing efforts:
How many years in the current position? (Owner Operator)
Current salary? ($75,000)
How many jobs held during a career? (4)
Political views? (Liberal)
Religious views? (Agnostic)
Personal interests? (Animal rescue, Personal Growth, Sports, Outdoors, Travel)
Hobbies? (Loves Yoga, walking her dogs, going out for dinner with her husband at unique restaurants)
Let’s Get Personal!
Now, let’s think about a day-in-the-life of your perfect customer.
Favourite brands? (Lulu Lemon, Artizia, West Jet, Amazon, )
Favourite Websites? (thesalonbusiness.com, Facebook, Google)
Source for breaking news? (Social Media, Global TV and the radio)
Source for industry or business news? (Social Media, Conferences)
Uses Instagram? (Yes) Twitter? (No) Facebook? (Yes) LinkedIn? (No) Pinterest? (Yes) Other?
What are their personal goals? (To grow as a stylist, manager and person.)
What are their business goals? (To be known as the best hair salon in Sherwood Park. They want their books to filled 2 weeks in advance)
What are their Family goals? (To be able to go on a family vacation 2 times per month and also put away money for the kid’s college fund)
Once you’ve completed this step – it’s time to understand their motivation. Check out the article: Why your business needs to understand your customer’s motivation to dive even deeper!