STEP TWO OF BEING A DIGITAL MARKETER! 💻👥
Customer Avatar
Hi guys! I hope you are doing well.
This is my second article on the steps of Being a Digital Marketer. The main highlight of this article is to understand Customer Avatar.
Step one of being a digital marketer includes basics such as improving your personal skills, understanding market demand, and determining a niche for yourself. The next step is to determine 'Who are the Target Customers' for the product or service that you are offering.
Lesson 1: LEARN THE CONCEPT, APPLY IT FOR YOURSELF AND EDUCATE OTHERS ABOUT IT - Lesson one tells you that you should always be learning new concepts and developments that take place in this world of digital marketing, apply those concepts for your own projects and spread the knowledge that you have gained from your experience. Educating others will make it easier for you to understand and implement your concepts and thus, eventually grow.
Lesson 2: APPRECIATE THE FAILURES - 'Failures are the stepping stones to success.' This saying tells you that it is okay to fail as long as you are going to make an attempt to try something new in life. No one is born perfect with all the skills, one needs to develop these skills. So take a step forward towards your dreams with determination and hard work.
Lesson 3: BETTER COMMUNICATIONS - Communicating with the audience plays a key role in determining if they will be your customers or not.
Marketing is based on a simple formula that consists of communication, authenticity, and trust. Try to connect with your audience on a personal level.
You will realize that every single individual has the power to make a positive as well as a negative change to your reputation and brand name. When you communicate, always remember that trust is the most important thing. You should be authentic about your product/service.
Do not give fake promises to your customers. It is better to not make any promises rather than cheating/deceiving your customers. Be honest and true to your own self and you will definitely see that this is what makes your customer trust you and your brand.
One way of communicating with your audience is through email marketing. Try to keep your emails engaging with some personal touch such as addressing your audience with their name. There are some automated systems which enable you to engage large number of people in such personalized emails. I will tell you about such tools in future blogs.
You will realize that every single individual has the power to make a positive as well as a negative change to your reputation and brand name. When you communicate, always remember that trust is the most important thing. You should be authentic about your product/service.
Do not give fake promises to your customers. It is better to not make any promises rather than cheating/deceiving your customers. Be honest and true to your own self and you will definitely see that this is what makes your customer trust you and your brand.
One way of communicating with your audience is through email marketing. Try to keep your emails engaging with some personal touch such as addressing your audience with their name. There are some automated systems which enable you to engage large number of people in such personalized emails. I will tell you about such tools in future blogs.
Lesson 4: BETTER MARKETER - How would you improve yourself to be a better marketer?
Well, Experience is the key! If you have one idea, execute it right away. Incase you are having some financial troubles, try doing it on a personal small scale. Always accept failures and learn from them. Take such failures and mistakes as lessons from life.
Always be ready to learn new things and take new experiences in life whether it be in the form of learning new languages, travelling to different places, or learning some musical instrument. Keep learning, experiencing and growing as a marketer.
Always be ready to learn new things and take new experiences in life whether it be in the form of learning new languages, travelling to different places, or learning some musical instrument. Keep learning, experiencing and growing as a marketer.
Now that you know the basics and lessons of being a successful digital marketer, let me tell you how to determine who should be your target customer?
WHO IS MY AUDIENCE?
Identifying who is your audience is important. So, how will you determine that? Basically, you need to understand that there will be a group of people who have an interest in the same field or subject as you do; who will be willing to learn about a topic from you.
So, your audience will be determined on the basis of your niche. Selective targeting of your audience is the key point. Not everyone can be your audience. If that happens, then probably, you don't have a particular audience. So, understand your customer.
HOW WILL YOU DETERMINE YOUR TARGET CUSTOMER?
Let me ask you a simple question. Who are you most comfortable communicating with? The answer is simple - it is your friends and family. The people with whom you can talk one on one.
To determine your target customer, you need to understand that your customer is also someone with whom you need to connect. You should be able to make it a point to know that your customer doesn't think of you as a mere salesperson or marketer. Understanding your customer is necessary and for that you need to find out the demographics and psychographics of your target customer.
Now, what is demographics and psychographics? Demographics is knowing about the age, gender, location, occupation etc of your customer and Psychographics means knowing about the likes, interest, hobbies about your customer. Thus, understanding the psychology of your customer also matters.
To understand the target customer better, you can design a customer avatar.
Identifying who is your audience is important. So, how will you determine that? Basically, you need to understand that there will be a group of people who have an interest in the same field or subject as you do; who will be willing to learn about a topic from you.
So, your audience will be determined on the basis of your niche. Selective targeting of your audience is the key point. Not everyone can be your audience. If that happens, then probably, you don't have a particular audience. So, understand your customer.
HOW WILL YOU DETERMINE YOUR TARGET CUSTOMER?
Let me ask you a simple question. Who are you most comfortable communicating with? The answer is simple - it is your friends and family. The people with whom you can talk one on one.
To determine your target customer, you need to understand that your customer is also someone with whom you need to connect. You should be able to make it a point to know that your customer doesn't think of you as a mere salesperson or marketer. Understanding your customer is necessary and for that you need to find out the demographics and psychographics of your target customer.
Now, what is demographics and psychographics? Demographics is knowing about the age, gender, location, occupation etc of your customer and Psychographics means knowing about the likes, interest, hobbies about your customer. Thus, understanding the psychology of your customer also matters.
To understand the target customer better, you can design a customer avatar.
WHAT IS A CUSTOMER AVATAR?
A customer avatar might sound like a jargon of words to you. Basically, understanding the needs of your customer and making criteria for selecting and targeting your customers is to describe your customer avatar. These details about your customers can be understood by carrying out surveys.
Here is a small sample of the survey that I conducted for understanding some properties of my customer avatar. I did a survey on conduction of dance classes.
Survey Questionnaire Form Link
Here are some of the questions from my survey along with its responses.
Understanding the Demographics of my Customer Avatar:
Demographics are essential to know which group of customers are your target and how you can reach them.
On the basis of the above survey, I can conclude that my customers majorly belong in the range of 18 - 24 years old students or working professionals residing in Mumbai.
Once you know your target group on the basis of demographics, you need to understand the psychology of your customer. Below are some questions which I asked to understand the psychology of my customers.
On the basis of the above questions, I can conclude that my target customers will be a group of people who like to dance, and who may or may not have professional dance training. After demographics and psychographics study of the customer, some questions related to your niche should be asked. This enable you to understand the needs, convenience, and preference of your customers regarding a particular topic. I selected dancing as my niche and some questions as below:
Based on the above survey, it can be concluded that the majority of my customers would be interested in learning dance with group coaching while some with personal coaching. They would prefer to learn Bollywood style of dance mainly for events and weddings. Similiarly, you can create your customer avatar based on the survey information which will help you to determine you target audience.
With reference to my survey, I will show you how my customer avatar will be like in a small gist and further explain it with two examples to make it better for you to understand customer avatar.
My first customer profile belongs to Tanishka. She is a college going student doing her post graduation. She is 21 years old and stays in Mumbai city.
I came to know that she has an ambivert personality, she likes to dance as it is her hobby too. She has previously undergone professional classical training. As a student, she wants to learn other classical dance forms to be able to perform in different events held in college.
Other than that she also wants to learn to bollywood dance for sangeet ceremony in the wedding. As she is an ambivert, she prefers group coaching which will be an additional point in teaching her choreography along with her family and other members for the wedding functions. She watches dance videos on social media platforms; and she is actively available on Whatsapp, so that is the best point of contact with her after getting in touch with her through emails.
My second customer profile belongs to Suraj. He is a working professional, so he is free only on weekends. He is 24 years old and stays in Mumbai city.
I came to know that he likes to dance and is interested in learning Bollywood dance form for the events in his company and society. He has previously not undergone professional training. As he is an introvert, he wants to learn dance with personal coaching.
He watches dance videos on social media platforms; and is actively available on Whatsapp, so that is the best way to contact him.
A customer avatar might sound like a jargon of words to you. Basically, understanding the needs of your customer and making criteria for selecting and targeting your customers is to describe your customer avatar. These details about your customers can be understood by carrying out surveys.
Here is a small sample of the survey that I conducted for understanding some properties of my customer avatar. I did a survey on conduction of dance classes.
Survey Questionnaire Form Link
Here are some of the questions from my survey along with its responses.
Understanding the Demographics of my Customer Avatar:
Demographics are essential to know which group of customers are your target and how you can reach them.
On the basis of the above survey, I can conclude that my customers majorly belong in the range of 18 - 24 years old students or working professionals residing in Mumbai.
Once you know your target group on the basis of demographics, you need to understand the psychology of your customer. Below are some questions which I asked to understand the psychology of my customers.
On the basis of the above questions, I can conclude that my target customers will be a group of people who like to dance, and who may or may not have professional dance training. After demographics and psychographics study of the customer, some questions related to your niche should be asked. This enable you to understand the needs, convenience, and preference of your customers regarding a particular topic. I selected dancing as my niche and some questions as below:
With reference to my survey, I will show you how my customer avatar will be like in a small gist and further explain it with two examples to make it better for you to understand customer avatar.
This is my general overview about my customer avatar. I have also given below different customer profiles on the basis of customer survey and customer avatar.
I came to know that she has an ambivert personality, she likes to dance as it is her hobby too. She has previously undergone professional classical training. As a student, she wants to learn other classical dance forms to be able to perform in different events held in college.
Other than that she also wants to learn to bollywood dance for sangeet ceremony in the wedding. As she is an ambivert, she prefers group coaching which will be an additional point in teaching her choreography along with her family and other members for the wedding functions. She watches dance videos on social media platforms; and she is actively available on Whatsapp, so that is the best point of contact with her after getting in touch with her through emails.
My second customer profile belongs to Suraj. He is a working professional, so he is free only on weekends. He is 24 years old and stays in Mumbai city.
I came to know that he likes to dance and is interested in learning Bollywood dance form for the events in his company and society. He has previously not undergone professional training. As he is an introvert, he wants to learn dance with personal coaching.
He watches dance videos on social media platforms; and is actively available on Whatsapp, so that is the best way to contact him.
That's all about customer avatar. I hope it was helpful for you. Feel free to contact me if you want to know more.
Thank you so much for reading till the end. :)
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