Creating your Buyer Avatar
Building relationships with your prospects is vital with inbound marketing. But before you can build a relationship, you need to learn more about who you are trying to connect with. Building tons of content that doesn’t speak to your ideal buyers goals, challenges, and success isn’t going to help you or your buyer.
To connect with your ideal buyer you need to step into their shoes and gain more insight into who they are as a person both personally and professionally. That is where developing a Buyer Avatar comes in. Let’s take a look at 6 components of your Buyer Avatar and see if we can learn more about the people we are trying to help.
To help you fill in information for each component we have a Buyer Avatar template you can use below!
6 Components of your Buyer Avatar
Your buyer avatar is a fictional, specific representation of your ideal customer. The purpose of creating this buyer avatar is so you can use the information to craft personalized marketing pieces (content, ads, offers) that will start building awareness of your business.
1. Buyer Background
I placed this in the number one spot, but it could be the last spot too. You can either begin by writing a brief paragraph about your buyer and then filling out the remaining components. Or you can use this area as a brief recap of the information you find from the other five. I personally use this section as a recap of the other information. That way I have something I can look at quickly to keep my marketing on track, but can dive deeper into the other sections if necessary. Also, give your buyer a name! Not only will it bring your avatar to life, but you will have a way to refer to your avatar in other discussions.
Demographics are pretty simple. Here you are just getting the basic information you can use for targeting purposes such as :
- Marital Status
- Employment Status
Where demographics give you simple statistics about your buyer, psychographics go further. They cover more specific characteristics that influence buyer decisions.
- Priority initiatives
- Success factors
- Perceived barriers
- Decision criteria
- Buyer’s journey
To get a more in-depth understanding of psychographics I suggest you read "What is a Buyer Persona?" from buyerpersona.com.
What is your buyer trying to achieve? List your avatar's goals and see where your products and services match up.
What is holding your buyer back from achieving their goals? By learning these challenges you are then able to communicate why your products and services may help your buyer overcome their challenges.
Why might your buyer decline to purchase your product or service? Is it cost? The amount of time it takes to implement your solution? When you know the objections you can address them in your marketing.
“A little Learning is a dangerous Thing.”
― Alexander Pope
Now you know
When you have completed your Buyer Avatar you will have a much better understanding of your ideal buyer. The question is now, what will you do with that information?
If you are truly trying to help your buyer achieve their goals, you now have great insight into what is stopping them. Use this information to provide content that better aligns with them as people and not just prospects.
Build trust and showcase your value by helping your buyers accomplish their goals as you move them down your Avatar’s Journey! Be a constant adviser and you will see that your relationship will lead to long-term growth for both you and your buyer!