The Client Avatar is created to clarify the problems and pain points of a representative of the target audience segment, which we will solve using Internet marketing . It helps to understand the client’s tasks, predict the ways to find a solution and formulate a personal offer.
We first conduct an analysis of the target audience , identify segments and create a target audience portrait for each segment.
Portrait of the Target Audience
Defining the target audience gives a general idea of potential customers. The customer avatar is a detailed description of the key, most telemarketing data prominent representative of the audience segment.
Questions to describe Avatar
Audience segment
Example . Audience “Business”. Audience segment “B2B”. Avatars: Business owner, Head of organization, Chief accountant, Manager, etc.
Socio-demographic characteristics
- name (conditionally), gender, age, social and family status
- place of residence, education, hobbies
- profession, place of work and income level
Example . Avatar — “Manager”. how to know if your company has a quality website Evgeniy, male, 35 years old. Married, has children. Higher education. Purchasing specialist in a construction company. Salary 45 thousand rubles/month. Enjoys alpine skiing.
Tasks
- what problems does it solve
- steps to solve the problem
Example . Search for a manufacturer. japan data Select a contractor. Place an order. Receive products, order.
Tools
- where and how to get information to solve the problem
- what information channels will be key
Example : Takes contractor addresses from the company database. Searches for contacts on the Internet. Asks colleagues for advice.
Problems
- what problems may arise when solving the problem
- lack of competence and experience
Example . Where to find potential contractors. How to choose a manufacturer or supplier for a specific order. How to evaluate the contractor’s capabilities to perform work according to project requirements.
Objections (concerns)
- what is afraid of (fears)
- what can stop you when making a decision
- what will be the key
Example : I don’t know the contractor. The manufacturer will not complete the order on time and of the proper quality. The final cost of the order may change.