Do you know what avatar is in digital marketing? Defining the avatar should be one of the first steps for your business to start up and produce content for social media. This term is relatively new, but it is essential to define who your business wants to reach and understand the best strategies to reach them.
This process may seem laborious, but it will save a lot of work and minimize some costs in the future. So, don’t skip this step of planning your positioning in digital marketing.
To understand what an avatar is and how to define it, read on.
What is avatar?
In the video game, there is an icon that represents the player who is the avatar. In digital marketing, it’s about the personification of the ideal customer. It is a fictitious profile, which helps to understand who our client is and to outline strategies aimed at him.
Unlike the target audience, the avatar is much more detailed. In addition to defining demographic data, such as gender and age, it also seeks to identify consumer habits, problems, goals and preferences.
An example of an avatar is:
João is an administrative assistant at a supermarket. He is 25 years old, single and started working as a freelancer social media 3 months ago, as a form of extra income and billing between R$ 400.00 and 600.00 per month. But he saw that he could reach many more clients if he quit his current job.
The entrepreneur wants to earn R$ 3,000.00 per month only as social media, but is afraid of raising the price and his customers not trusting his service. He is also afraid of resigning and not doing well as a self-employed person.
At night, João studies a lot at home to make the right decision and trusts materials from info producers who have a similar story to his. On weekends, he likes to look at Instagram and look for references on the social network.
What is the advantage of having an avatar?
Knowing what avatar is may not have convinced you to build your own digital business. However, think about the times you’ve tried to produce content and didn’t know exactly what to deliver to the audience.
Knowing details about your potential customer (lead) allows you to create more targeted marketing campaigns, produce content focused on the pain of the avatar, to increase organic traffic, using the appropriate language and that person’s level of understanding.
In addition, it results in lower costs, as paid traffic will have the correct targeting and will only reach people who may be interested in your product or service. To better understand traffic, check out our video:
How to define the avatar?
The richness of details allows the entrepreneur to focus on the avatar’s pain and produce content aimed at solving this pain. Thus, you’ll be able to reach a specific audience, which will feel confident in that info producer.
For this, it is important to define the following characteristics:
- Demographics —age, education, social class, and gender;
- Professional — routine, goals and challenges;
- Habits — sources of information, subjects you have questions, social networks you use, places you go;
- Consumption — whether you buy online or in physical stores, payment methods you prefer, brand styles you use.
We consider these to be the main points of attention. However, depending on the market niche, other characteristics may be needed and you will identify them during the process.
The avatar cannot be created based on “guess”. Therefore, it is recommended to use interviews or questionnaires to get to know your audience, if you already have a customer base. You don’t need the answers from many people, as you will likely find a pattern in the answers right from the start.
Other sources of data can be social networks, especially for those who have not yet made sales. Instagram, for example, provides valuable information about its followers. This way, it will be possible to mount the avatar, even if it changes right after the first cart opening.
Once you have all the data collected, you will analyze it and identify the biggest patterns. For this, we recommend assembling a spreadsheet that allows you to better visualize the information or even generate graphs that quickly show the results that had the highest incidence of response.
With that in hand, start thinking of your avatar as a real person. It is the person who will interact with the brand and buy its products. Tell that person’s story, just as we did in the example in this post.
In addition to all the demographic, professional, habits and consumption characteristics, you will also define a name and a face. The idea is for the avatar to be as real as possible. Then introduce it to everyone on the team and explain the importance of all actions being aimed at this person.
Can I have more than one avatar?
Let’s be blunt: yes. The point is that avatars need to have characteristics in common. Imagine you try to talk to 18 year old women and 45 year old men who want to become ‘social media’.
Now, ask yourself: will the same language reach both? Hardly, is it? Trying to fit into two different audiences, you might not be able to speak to either. In entrepreneurship, it is essential to have a focus.
Therefore, focus on an ideal customer and produce with consistency and quality. The idea that “the larger the audience, the higher the conversion rate” is misguided.
The truth is, the more your audience identifies with you, and the more likely they are to buy your product. And, over time, you can see preferences and details that will help you in your strategies.
It is noteworthy that it is useless to define the avatar and leave it aside. You need to think about strategies focused on this profile and, as you feel the need, make changes, which can be subtle or large.