As a brand, we typically create marketing that sounds good to us; the customer is often a second thought. However, successful companies know that you can’t market based on what sounds good, but on actual customer data.
When we know who we’re selling to, we can create effective marketing that actually works. If you want to sell more windows, it’s time to get personal with your audience. Every image, word, and video needs to tailor to your customer’s needs.
It’s time to make marketing work for you. Write a better brand story, attract your ideal customers, and boost your revenue with customer-centric marketing.
What is a Customer Avatar?
The best way to do customer-centric marketing is to start with a customer avatar. This avatar, which is also called a persona, is a fictional character that represents your customer’s traits.
Customer avatars are a psychological trick that marketers use to empathize with customer pain points. The avatars even include photos or images of the customers, helping you forge a better connection. As a result, you can consult this avatar and it feels like you’re speaking with a real, live person.
Some brands have just one customer avatar, but you’ll likely have at least three as a window company. You can even create avatars for different phases of the buying cycle, but this is a more advanced option.
Why do I Need a Customer Avatar?
You likely know a lot about your customer already. You might wonder why you need a customer avatar in the first place.
There are four major benefits to creating these avatars.
1. Anticipate Customer Needs
You know what your customers want right now, but what will they want next year? Customer avatars give you a reference point for future products.
If you know your customers want high-efficiency windows constructed with green materials, you can get a head-start on the manufacturing process, beating out your competitors.
Become an innovator with customer avatars that help you proactively respond to customer needs.
2. Get the Most Return on Ad Spend
If you’re running paid ads for your business, customer avatars help you get a greater return on investment.
Choose more relevant copy, images, and targeting on a pay-per-click advertising platform by referencing your customer avatars.
3. Save Time
Businesses are stretched for time. Although it takes an upfront investment to create your customer avatars, they will save you time later with your marketing.
Define your target audience ahead of time with avatars. This helps you home in on customers who align with your business ideals.
4. Target Your Most Relevant Customers
The goal of a customer avatar is to find your ideal clients. In the past you’ve probably worked with customers that were difficult, or who didn’t have the budget, or they were otherwise a bad fit for your business.
Who do you not want to work with? For example, if your avatar says you partner with people who have a $20,000 budget, you can eliminate people early on before you dedicate resources to their account.
Customer avatars help you avoid customers who aren’t right for your business. Stop chasing after the wrong leads; use avatars to sell to people who need your services.
How to Develop Your Customer Avatar
No matter your company size, you can create customer avatars to enjoy the benefits of customer-centric marketing.
However, failing to go deep with your avatars means you won’t have as many insights to work with.
Create as many avatars as you need to address your potential customers. But don’t create too many; you shouldn’t have more than ten. Too many avatars will muddy your marketing efforts and make it more difficult to grow your brand.
Remember to be as specific and detailed as possible. Treat the avatar like an actual customer you can call on the phone; they should be that lifelike and complex.
1. Brainstorm Their Characteristics
The first step to customer avatars is to outline your audience’s characteristics. This is a factual, surface-level view of your customer’s life.
Start by listing factors like:
- Job title
- Income level
- Home life: married or children?
From here, go deeper. Look at psychographic factors like the customer’s personal values, hobbies, or interests.
What keeps them up at night? How would this customer find and work with your window company? Why wouldn’t this customer buy from you?
When you address these pain points and potential objections, you’ll almost be able to read your customer’s mind. Plan for objections so you can assuage them during the marketing and sales process.
2. Do a lot of Research
After you’ve compiled demographic and psychographic details, it’s time to verify these assumptions with data.
After all, you can create a customer avatar, but if it doesn’t match reality, then your marketing won’t be as effective.
Start by interviewing real customers. Ask them the demographic and psychographic factors from step one. This will help you know if you’re on track or if you need to adjust the avatars. You want at least ten interviews per avatar.
Remember, don’t ask customers to do this for free! Give something in exchange for their time.
Second, talk to your sales team. These are the people who interact with customers during the buying process, and they often have invaluable insights into customer fears, questions, and needs.
Third, look at your social media and website analytics. What are people looking for on your site? Are you giving them what they need? How do they use your website?
3. Write the Personas
Once you’ve verified that your data is correct, it’s time to write the customer avatars. The avatar itself should be in a storytelling format; it shouldn’t be a list of emotionless data.
Remember, the key is for your marketing team to forge a connection with your buyers.
First, name your avatars. You can give them a simple name like “Bob,” or relate the name to the customer persona. A good example might be “New Window Nancy” for your window company.
Write a storyline for the persona using your data. What is the customer’s pain point? How did they find your company? What did they do before your solution? What do they want from you? Are they going to continue buying from you?
You don’t need to make up a life story for the avatar; keep it focused on who they are as it relates to their needs from your brand.
When it comes to growing your brand, marketing never sleeps. Target the right customers with quality avatars and you’ll do less work for more results. Customer avatars help you create marketing that’s so good, it seems like you’re reading your customer’s minds.
For more window dealer and installer support, contact Sunrise Windows today.