Labhraím le fiontraithe mná Dubha go comhsheasmhach faoin tábhacht a bhaineann le avatar custaiméara a chruthú. Feicfidh tú é seo ar fud an idirlín agus ar chúrsaí díolacháin i ngach áit, lena n-áirítear obair chúrsa Líonra Domhanda Sistahbiz. In ainneoin cé chomh minic a thagann sé suas, cé, tá sé coitianta fós avatars custaiméirí a fheiceáil á míthuiscint, glacadh go talamh slán, nó díreach suas tearcúsáidte nuair a bhíonn an ghníomhaíocht tosaigh curtha i gcrích. Pointe bán, níl ansin ach cur amú uirlis iontach luachmhar aclaíochta agus gnó!
Mar sin inniu ba mhaith liom labhairt beagán faoi conas do avatar custaiméara a úsáid chun airgead a dhéanamh duitse. Ach ar dtús ... déanaimis soiléir cad is avatar custaiméara ann.
Aavatar custaiméara is a detailed profile of the ideal customer for your business. And I do meandetailed –unlike a marketing overview, which will help you figure out who your target market is in general terms, a customer avatar goes in depth on specific characteristics. So, a good customer avatar might include information such as spending power, social media usage, and social circle, as well as demographics, goals & values, sources of information, and challenges or pain points faced. Then, you’ll write all this up as a short sketch with a name attached to it.
Here’s another way to think of it – a customer avatar represents the person who creates the best-case scenario for your business. So, depending on your business, your customer avatar might be a big spender, a repeat client, an organic promoter or champion of your company, or something else entirely. It all depends on who you most want to see buying from you, and why.
Maybe you can already see where this is going, but it’s worth reiterating just in case.
A customer avatar is important for your business because once you’ve created one, then you know what kinds of customers you should be focusing the most energy on reaching!
So now that we’ve covered what a customer avatar is, let’s talk about how you make sure that yours is helping your business generate revenues. Here are four important ways that you can take advantage of your customer avatar to grow your revenue, reach, and more.
1. Use your customer avatar to find the customers who will buy from you (and who youwantto buy from you).
In the SistabizIdeal Customer Kit, you’ll complete activities and research that help you define your ideal customer. Think about where this ideal customer lives, what they read, where they look for information, where they shop, what events they attend (for professional development or personal enjoyment), and more. While this may seem like busywork at first, the pieces do come together: answering these questions will reveal several places where you could reach your ideal customer if you advertise your business there.
Over 90% of Black businesses are solopreneurs and many black women in business are bootstrapping. This usually means that time and marketing budget are bare-bones or nonexistent. Locating your ideal customer strategically will make your marketing efforts so much more effective, while also saving you the time and money that otherwise you might have invested in places that just won’t work. Being able to locate your ideal customer in geographic, spatial, or social media terms will also give you a sense of where to network, as well as who the competition is and what kinds of ads tend to work well in that space.
So if you’re not using your customer avatar to help you locate your ideal customer or decide where to advertise and network, then you’re probably underutilizing this tool! One small tip for digital advertising is to use the avatar information to define your ad audience.
2. Bain úsáid as do avatar custaiméara chun teacht ar na bealaí chun ionchais idéalach a chur in iúl a spreagfaidh iad chun freagairt duit agus muinín a bheith agat as do ghnó chun freastal ar a gcuid riachtanas.
Má tá a fhios agat an imní, riachtanais, agus mianta nó oibleagáidí atá os comhair do chustaiméir idéalach (ar a dtugtar freisin a gcuid “pointí pian,” a “pointí gnóthachain,” agus a bpoist, faoi seach), ansin is féidir le do theachtaireachtaí a chinntiú do na custaiméirí sin go gcuideoidh do tháirge nó do sheirbhís leo dul i ngleic leis na rudaí sin. Bain úsáid as an avatar chun teachtaireachtaí a fhorbairt a chuireann ina luí ar chustaiméirí gur cás buaite é ceannach uait!
Níos fearr fós: aghaidh a thabhairt ar phointí pian, pointí a fháil, agus déanfaidh riachtanais eile níos mó ná na custaiméirí atá uait a mhealladh. Má úsáideann tú eochairfhocail, nó téarmaí a úsáideann daoine go minic chun rudaí a chuardach ar líne, ansin déanfaidh innill chuardaigh do shuíomh agus d'inneachar a rangú níos airde i measc na dtorthaí cuardaigh. An próiseas seo de leas iomlán a bhaint inneall cuardaigh, nó Sinsearach, thar a bheith luachmhar i ndomhan atá ag éirí níos mó agus níos mó gnó ag bogadh ar líne. (Le haghaidh tuilleadh faoi seo chomh maith le treoir do thosaitheoirí ar Sinsearach, seiceáil amachan treoir áisiúil seo ó Moz!)
Nuair a thaispeánann tú go dtuigeann tú riachtanais do chustaiméirí tugtar creidiúnacht duit agus tosaíonn tú ag cruthú muiníne. Tá sé seo thar a bheith tábhachtach ar líne freisin, áit a bhfuil do chustaiméirí ionchasacha ag tabhairt aghaidh ar bhuifé fíor roghanna agus faisnéise. Má fheiceann siad gur féidir leo muinín a chur as do shaineolas, do sheachadadh, agus a bhfuil á dhíol agat, ansin beidh siad ag teacht ar ais le haghaidh tuilleadh.
So, tar éis do avatar custaiméara a úsáid chun liosta a dhéanamh de na pointí pian agus na riachtanais eile atá roimh do chustaiméir idéalach, ná lig don fhaisnéis ríthábhachtach sin suí ag bailiú deannaigh ar sheilf ina dhiaidh sin! Ina áit sin, ní mór na pointí pian sin a ionchorprú i do eochairfhocail láithreán gréasáin, do fheachtais Sinsearach, teidil do bhlagphoist, do chóip fógra, íomhánna agus grianghraif, agus d’ábhar margaíochta ar na meáin shóisialta nó ar ríomhphost. Mar an gcéanna, ba chóir go mbeadh riachtanais do chustaiméirí ag tiomáint an ábhair do do mhaighnéid luaidhe agus a bheith ina bpríomhphointí i do scripteanna díolacháin.
Tríd is tríd, más rud é nach bhfuil tú ag tagairt do d’avatar custaiméara go minic chun críocha margaíochta nó chun ábhar a fhorbairt, ansin tá tú ag cailleadh amach ar dheiseanna luachmhara a d'fhéadfadh do dhíolacháin agus do fhás a thiomáint chuig airde nua.
3. Use your customer avatar to make or adjust the products and services that will serve your ideal customer better.
In the same vein as knowing your ideal customer’s pain points, there’s also this: when you know what your customer needs, wants, and is looking for, then you can use this information to think about how to make products and services that better meet these needs.
And that isn’t all! If you know what your ideal customer is facing or trying to solve outside of their interactions with your business, then you can spice up the customer experience they will receive from your company. You can create an experience tailored to provide additional little conveniences or services that speak to that customer’s unique needs or situation. For example, if your customer avatar has shown that your ideal customer has young children, then you might think about what small, kid-friendly goodies could accompany their mom’s purchase. This kind of personalized touch will make you stand out from the crowd.
So, if you’re not referring to your customer avatar on an ongoing basis, with the goal of upgrading your products, services, or overall customer experiences, then you’re probably leaving money on the table and missing out on opportunities to stand out from your competitors.
4. Use your customer avatar to design and push a brand that creates loyalty and group identity.
People love to feel like they belong to something bigger than just themselves, and the experience of shopping and purchasing is not exempt from this! Is é an bealach is fearr chun do chustaiméirí a mhothú mar chuid de do threibh ná féiniúlacht a chruthú a bhaineann le cé hiad féin, cad a chreideann siad i, agus conas is mian leo idirghníomhú leis an gcuid eile den domhan. Then, taispeáin dóibh conas a chruthóidh do tháirgí agus do sheirbhísí an meon muintearas seo, ann féin nó chun tacú le luachanna atá acu cheana féin!
Is fiú smaoineamh air seo mar go mbeidh spriocanna éagsúla ag custaiméirí éagsúla freisin, values, agus foinsí eolais, agus má tá aithne agat ar do chustaiméirí, ansin is féidir é seo a bheith ina chuid thábhachtach de do bhranda freisin. Agus tú ag smaoineamh ar spriocanna, mheas: cad atá do chustaiméirí ag iarraidh a chur i gcrích, agus conas is féidir leat tacú lena n-éachtaí inmhianaithe? Le haghaidh luachanna, smaoinigh ar na rudaí atá tábhachtach nó tábhachtach dóibh: how can you show that your products and services either support those values or come from the same place as them? For sources of information, you can think about where your customers prefer to learn new things, and market your offerings there so that you’re showing your products and services in the spaces that already have their trust and loyalty.
So, if you’re not using your customer avatar to think about what will instill loyalty and create a valued identity for your brand, then your brand itself won’t align with the aspirations and values of your ideal customer and you’ll be missing out on some prime opportunities for reaching them. If you’re a Black woman in business who wants more assistance with customer clarity, sign up to get notified when the next Sistahbiz Design Bootcamp opens.
Resource
https://www.sistah.biz/4-ways-to-make-money-with-your-customer-avatar/
