When it comes to your customers, you can apply the Pareto principle and divide them into two groups:
- Those who generate 20% of revenue and take up 80% of your time.
- Those who generate 80% of revenue and take up 20% of your time.
When you spend your budget on advertising, the ideal option would be to attract customers from the second group. Advertising must be relevant and real for people of this group to interest them. Therefore, creating advertising, it must be checked for compliance with several parameters.
This set is like a filter through which all marketing activities must pass. The more the advertising campaign does not match the filter, the less likely that advertising will attract the right customer.
To make customer avatar, you need to imagine this person and answer questions about him in detail.
For example:
- Sex, age, family status and region of residence?
- His interests?
- Income level?
- Where does he often spend time?
- What are his fears about your product or service?
- What goals can achieve your client using your product or service?
- What hopes does he invest in your product or service?
- What are his doubts about the purchase?
- What does he think about the price of the product?
- What is most important to him in deciding whether to take or not to take?
Answering these and other questions that will help to detail the client down to the smallest details, for example, what he likes for breakfast and what browser he uses, you can see which advertisement will attract his attention and kindle his interest.
An entrepreneur with a large income will not be interested in advertising “our prices are 100 $ cheaper”, and for a girl who is looking for a boyfriend, advertising “50% discounts on family tours” will not work.
Customer avatar is the foundation for building a marketing strategy so that it attracts customers who promote rapid growth and business development.
