This entry is part of a series of posts about marketing optimization and the marketing optimization process.
Marketing professionals and business owners are lucky, because there is an abundance of tools that can help make their jobs more efficient. But for all the functionalities of marketing technology, it still does not have the ability to understand human behavior. That is still our responsibility, which is why we need to collect all the relevant data that we can, interpret the data as accurately as we can, and determine how we can make that information useful and relevant for our marketing optimization efforts.
This is where understanding our avatar becomes of extreme importance. Defining your customer avatar is critical because understanding it and having a definitive avatar allows you to meet your customers’ needs – on point, if you do it properly. If you are not understanding clearly and targeting the right audience, then you won’t be able to speak to them in the language that they are familiar with, which is none other than the language that they use.
Even if you do not understand your avatar, you need to make a hypothesis and create one. It helps you define the type of people visiting your site. You need to create personas. To do that, you need to take your avatars and classify them based on demographic, lifestyle, interests, and their different emotional states. This makes it easier for you to develop persona models that could help you with specific marketing tactics aimed at very specific audiences. In order to do this, you need to figure out how old they are, where they are visiting from, what gadget they use to access your site. There are tools that provide you with reports on such things, such as Google Analytics. It takes much of the guesswork out.
Creating an avatar and understanding it, allows you to get closer to defining your target audience. It helps you come up with better content – content that is relevant to them, content that they will be able to use and understand. And we all know that it is a really good thing when your website has the content that your audience is looking for.
I’d like to know your thoughts about creating your avatar. Sound off in the comments below. If you want to gain a deeper understanding of the marketing optimization process, purchase my book, which is coming out soon.