Ideal Customer Avatar who should you be talking to?
We always ask our clients to tell us what type of person, if they can choose only 1 or 2, would be their ideal customer.
Usually, the answer boils down to: “our bestest, favoritest customer in the whole wide world is the next person who walks in the door and buys something…”
Thing is, there are lots of people out there to talk to and getting your message out to people costs money.
The most fundamental questions are often the hardest to answer. Who is coming to the website? Why do they choose to become customers and why do they stick around?
Demographics like gender, age-range and household income have been used for generations to segment target markets. For better or worse, the Internet and modern digital marketing allows us to dig a lot deeper to find out people’s interests, motivations, beliefs, fears and other information that helps us “personalize” the message in advertising copy.
We can see which ads people click on the most and track which links they click from the landing page. We can ask a few simple questions in a form that can be used to categorize those potential customers based on their responses and send them personalized emails that specifically address the areas that concern those people the most. We can look back at the journey those people took to become a customer and develop a profile of that ideal customer that we use to adjust ads and websites copy and imagery.
This process also helps decide which market segments should not be targeted. For instance, yes, we could target 50 y/o+ dads for a yoga studio but we’re probably better off targeting younger ladies.
Incidentally, just because we’re not targeting a particular segment doesn’t mean we won’t get new customers from that group, it’s just that we’re not specifically going after them.
this is not guesswork!
Data for the avatar is obtained from multiple sources (as available). We collect demographic and audience data as well as personalized interests from all available sources and use this information to develop your avatar profile:
- Current customers
- Website traffic (Google Analytics, site metrics)
- Google Search Console
- Specialized tracking and analysis software
- Programmatic display ads
- Search Ads (Google, Bing)
- Social media ads
- Social media page/profile insights
- Email marketing platform
- Landing page platform
- Online reviews
All this data is used as part of a continuous cycle to further clarify who your best customers are and what messages and tactics are likely to resonate with those people.
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