Oh the elusive, perfect, magical, ideal customer.
If you’re selling online, identifying your ideal customers is one of the most important first steps to building a brand. It allows for you to narrow your thinking and focus your marketing on the consumer.
After you’ve identifed your niche, it’s time to focus on WHO you will be selling to, and how you’ll sell to them.
When you speak to singular entity that is your ideal customer, you can communicate to them in a relatable, natural way that builds trust and connection throughout all their experiences with your brand.
Finding that ideal customer group for your brand can be a challenge because narrowing your audience too much may feel limiting, but put that mindset behind you. It’s about finding the right balance of detailed knowledge and relatability with your customer. This will give you a sense of direction to move forward and start selling to the most engaged shoppers.
The Buzz About the Ideal Customer
In short, you need to know who you’re talking to.
Your ideal customer is a type of person you wish to speak to and attract to your brand.
There is a process for narrowing down and truly identifying this person, which I will go over later in the article. Once you undergo this, you’ll be left with an “avatar” or the fictional person you’re creating that represents who your ideal customer truly is.
Building this “avatar” as a representation of your ideal customer helps guide you to creating relatable and engaging content for that person. Creating this avatar is a tool that enables you to envision speaking to a real person through your marketing initiatives.
Why An Avatar Will Strengthen Your Brand
Your ideal customer will fit into the avatar story you build.
It’s human nature that we like to find people like us to be around, online shopping is no different. We like to shop with brands that we feel understand and connect with us.
Without this connection, potential customers will not feel understood, and won’t fully trust the store in general. Trust is the #1 emotion you want to evoke in potential customers as they browse your store. Without trust, your conversion rate will tank.
How to build an Ideal Customer Avatar?
To build your avatar you need to put yourself in the shoes of your buyer, and ask yourself a few questions to really get to the bottom of why they would choose to shop with your brand. Start with high level and then narrow things from there.
What is your niche and what larger demographic typically purchases items in that niche?
Examples of demographics: Trendy, health conscious, car enthusiasts, high end clothing, bargain hunters, dog lovers.
Who is your basic, high level avatar? Keep them in mind while you go deeper.
Once you have your larger demographic, get more specific on the person and their underlying motivations for why they’d connect with your brand.
Ask yourself questions like:
How does my product impact their life?
What problem does my product solve for them?
Try to pinpoint here why this type of person would shop with your brand.
To get to who your customer truly is, you need to understand their real life. Think of what their daily routine may be, include as much detail as possible.
Your customers are people. They have whole lives. They have fears, doubts, troubles, questions, needs, love, stress, reasoning, jobs, kids, families, friends—everything that you have—and when building a brand you need to communicate with them in a way that helps them feel understood and heard.
Touch on these relatable pain points, especially if what you’re selling offers a solution.
An example of this would be a sustainable clothing brand that plays on their customer’s potential guilt for shopping in the “fast fashion” industry. By choosing to shop with the sustainable brand, they’ll be making a decision that supports the planet and workers. The customer then feels like the brand understands their desire for sustainable options, and is giving them the solution to make better consumer choices.
Once your avatar(s) are created, it may be helpful to give them a name as well to make this fictional personal feel even more real and to make sure they’re easy to communicate about internally with your team.
Is Knowing Your Avatar Important For All Brands?
So you may be thinking, is this all really necessary? I just want to sell things that anyone would purchase. Or I’m just going to make a quick general store so I don’t need this yet.
I’m not here to try to convince you, the above details should be proof enough that customers show up with higher buying intent when they feel a connection to the store or brand.
If you’re looking to build a business to last, you need to identify your ideal customer and build an avatar around them. Speak to that avatar as if they were the real reader of your content, and in due time, they will be.
Who is your ideal customer? Tell us about him/her in the comments.
image from unsplash.com