Your customer's avatar

An avatar is an image of a living representative of a specific segment of your target audience. A target audience segment is a group of people you have defined according to your key criteria: gender, age, geography, occupation, income level, key pain points, etc. An avatar is an image that personifies this segment. Each segment of your target audience should have at least two avatars.

Let's take the baby products niche as an example. The target audience is mums with children aged 0-6. However, this is only one group of people. It should be divided into segments according to the criterion 'age of children': babies; from 1 to 3 years old; from 3 to 6 years old.

The situation is a little clearer, but there are still problems in understanding the audience. Take, for example, the segment of mothers with children aged 3 to 6. There can be stay-at-home mothers who devote all their time to their families, and career mothers who spend ten hours a day in an office chair. These are two completely different people in terms of personal characteristics, desires and goals, but within the segment they get along because they are united by similar demands. These will be your two avatars of this audience segment. At Oise Trade Poland we create avatars for the target groups of our clients.

Who do entrepreneurs sell their products to? To a target audience? That is too abstract a concept. You are selling to a specific person with a specific social status and income level. They have their own lifestyle, character traits, habits, desires, goals, doubts, fears, problems, worries and so on. When building a sales funnel, developing a strategy, selecting a product range, writing copy and designing the pages of the online shop and social networks, it is important to clearly understand who all this is for.

Every action within the sales funnel and the company as a whole should be targeted not at an abstract audience, but at a specific person - the best representative of each of the target audience segments. In the Oise Trade company blog, we look at the process of creating an avatar, or customer portrait.