The customer avatar is key to building the right audiences for MaxBounty's clients. How do you collect data needed in order to create an ideal customer profile, then determine the strategy for targeting prospective customers that are a match?
The interviewer would like to uncover your experience with identifying, advertising to, and creating a following of potential customers.
You need to explain how you determine what kind of people would be interested in your clients' product or services, and why. Your answer should explain how you research information including demographics, location, educational or professional backgrounds, their challenges, and their goals. When it comes to targeting, you'll need to explain how you know where your customer avatar shops, the platforms they use most frequently, and how they make purchases.
Do not refer to customer profiles or targeting strategies you've implemented using data that came from third-party research. The interviewer wants to know how you conduct research and planning on your own.
"When creating an ideal customer profile, I review analytics from my client's website, app, and CRM to see what kinds of people have purchased or shown interest in purchasing from them. I hone in on customers that have the best buying habits or potential, finding out more about where they're live and work, income range, and other demographics. I take note of any trends or similarities among this group of customers. I may conduct surveys or interviews within my targeted demographic to further understand their motivations. This all helps me to craft a customer avatar, which becomes my center of a strategy for deciding on platforms, messaging, and promotions."
"In the past, I've had to create a customer avatar for a client that had no previous sales but was competing against existing businesses. To do this, I purchased market data to find out who my client's competitors and their customers where. I found out what those customers' challenges and goals were. I looked into data on spending habits, and conducted polls, often incentivizing participants so I could discover shortcomings in competitors' offerings. Using this information, seasonal, and demographic data, I came up with a target customer profile and put together a timely campaign to reach them with language that would appeal to their desire for a solution that would ultimately fulfill their needs."