If you are in the sales business, who are you selling to? Do you know the characteristics of your customers? To target your marketing well, you need an archetype, what marketers call a ‘Buyer Persona’ or sometimes a Customer or Marketing persona. And sometimes they use ‘Avatar’.
These terms all mean the same thing. If you do the job of characterizing the people you want to sell, you can better target your marketing.
|Customer Avatar/ Buyer Persona|
Why do we need Buyer Persona or Customer Avatar?
Quite simply, the answer is ‘target’.
The more precisely your ads and marketing align with the needs of your potential customers, the better they will resonate. And so, they will be more effective.
To tailor messages, images, and campaigns to your target audience, you need to know who they are and what they like. To do this, we define a prototype model of each customer group. These models are referred to as ‘Person’ or ‘Avatar’ by the customer. And so the customer persona, or the buyer persona, or the marketing character, etc.
What is Buyer Persona?
Once you’ve identified a specific type of customer, you’ll find that many of them share similar characteristics. So the technique is to compose short biographies of each person.
Buyer Persona is a profile of a target audience segment for your marketing. It allows you to deliver content, messages, and advertising that your audience will find most relevant, interesting, and resonant.
If you have a good grasp of your marketing persona and you tailor your messaging effectively, the odds of attracting them to your brand or product will be high.
Marketing Persona, Buyer Persona or Customer Persona
I have been using these terms as if they were interchangeable. And, for most of us, they are.
But let’s stop for a moment and think about the difference.
Marketing Persona specifically mention the character (Person) or avatar (Avatar) you create to help you attract potential buyers through your marketing and advertising. We use these to help create brand messaging, advertising, point-of-sale marketing, online content marketing, and other forms of awareness-raising communication.
Buyer Persona refers to the traits you harness to convert interested leads into buyers. We use them to help potential customers make the decision that your product is what they want and thus become a buyer. So you will attract buyers avatar in packaging, sales copy, detailed product information.
Customer Persona mention the avatar or personality of the segment of people who have purchased from you. When you want to maintain their confidence and customization, and be able to sell more and new products, for the customer’s avatar, you will shape the after-sales services, guidance , conversion marketing and surveys to capture your customer’s personality.
Persona or Avatar
I can’t find any consistent difference in the usage of these two words, except that Persona is more popular than Avatar. I suspect this is because the avatar has an ambiguous function that might make some people wary of using it in case it seems disrespectful. That doesn’t stop computer game makers from agreeing to the term. This in itself may be one reason why the term is less commonly used by marketers.
So take your pick; Avatar or Persona.
How to Create a Persona for Buyers
Different ads for different people. The ultimate goal of advertising has always been to deliver the right ad to the right person, at the right time, through the right channel. Personas allow us to reach that ideal – and it seems likely that the Internet will soon make this personalization a reality.
So create multiple Personas; one for each group of people you want to attract.
The more precise you can be about each, the better you can craft your communications with them. Here is a list of characteristics to work with.
Characteristics of your Buyer Persona
Who are they?
Start with basic demographic information, like:
- Social group
- Location – urban, suburban, rural
- Academic level
- Computer skill
- Family life and status
- Working life, employment status and job type
- Training and work skills
- Financial situation
Usually, from all of this, we come up with a name for our avatar. I use a simple way of choosing a name taken from someone I once knew who most closely resembles my personality.
What do they care about?
Next, think about their interests, which are related to your product or service:
- Job or career interest
- Their recreational interests, such as sports, music, hobbies, or social activities
- The type of place they want to go, such as a specific store, event, cultural place
- Their online activities, such as websites, social networks
- The brands and personalities they follow
- Where do they buy products like yours?
- Where they get their news
- Magazines they read
- The type of book they like
What will attract their attention?
How will you capture their interest?
- Pain points and challenges in their personal or work lives
- Personal values and preferences
- Desires and aspirations
- Needs and requirements from the job or lifestyle they follow
- Frustration, problems and fear
- What is their self-image?
How can you convert them into buyers?
Now you need to understand their buying choices and how they make decisions
- How do they make buying decisions?
- What might they object to?
- Who influences their decisions?
- What decision-making values motivate them?
- Speed and get everything fast
- Be safe and do the right thing
- Cost and get a bargain
- Features and get the best
- Quality and reliability
- Reputable and appropriate
- What result do they want?
- How do they like to feel when they buy?
What is your experience in Marketing, Customer or Buyer?
We’d love to hear your experiences, ideas and questions. Please leave them in the comments section below.
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