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Chapter
7
of
The Etsy Niche Discovery System
Identifying Your Target Customer & Customer Persona

Now that you know what you’re going to sell, the next step is to identify your target customers. To know them better, we can build a customer persona to understand your target customers better.


Knowing who your target customers is is crucial in every aspect in your Etsy business: from product creation and branding, to marketing and SEO. Knowing them better than your competitors mean that you can serve them better and have an easier time convincing them to buy from you instead of your competitors.



What Is Customer Persona

To understand who your target customer is, you can create a customer persona. There are two main categories of a customer persona:


Demographic Information

  • Age
  • Gender
  • Location
  • Income level
  • Education
  • Marital status
  • Family size


Psychographic Information

  • Purchase motivation
  • Pain points
  • Interests
  • Preferences
  • Values
  • Lifestyles


Although it’s important to have a clear understanding of your target customers, it’s not necessary to know all of these in details. Having a general idea is still helpful in pointing your Etsy business in the right direction.



So how do find information to construct your customer persona?


Gather Target Customer Information

From chapter 4 “Understanding Competition Level On Etsy”, go to your main competitors’ shops. Their customers should closely resemble your target customers. You should only focus on products that are similar to what you want to sell.


This analysis can also be done to your own shop with customers who’ve purchased from you.


Let’s focus on two areas: Reviews and customer profiles.


Reviews

Reviews are a gold mine for valuable information, especially from customers who bought products similar to what you want to sell.


They contain insights into the pain points, purchase motivations, preferences, etc of your target customers; You’ll learn a lot about what motivates your target customers to buy. You’ll usually find more about the psychographic information in reviews, rather than demographic information.


Here are some example of how you can extract insights for your customer persona:

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Customers who buy lavender candle care about the calming and relaxing feeling of the product

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Take these 2 reviews for a Turkish pillow case as an example. You can see zipper and heavy material are two things that customers care about

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This review for an Instagram template set shows the aspects that impresses this customer - Getting inspirations of what to post, edit the template easily and do a large amount of templates in a weekend.

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This review indicates a pain point of this customer - getting the hair accessory stuck in her curly hair

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Customers buying this thin stacking ring care about how thin the ring band is

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Customer Profiles

Customer profile can give you some other useful information so that you can paint a clearer picture of your target customers.


The name and profile pic will give you a general idea of the gender and age of your target customers.


Their favourite listings and shops will give you an idea of what else they like. You’ll know insights about their interests, lifestyles, etc. You may also get ideas of what other colours, materials, design aesthetics your target customers like. Here are some examples


This customer likely prefers floral jewelry with unusual shapes and curves. Also they seem to prefer darker product photos.


This customer likely prefers colourful photos, cute fonts and designs, and products that promote diversity

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This customer likely prefers a vintage style with muted colours and nature motifs like butterflies and mushrooms

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After gathering all these information, you should be able to create a customer profile for your target customers.

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← Back To Chapters
Chapter
6
Doing Market Research Using Etsy Research Tools
Chapter
8
Identifying Market Gaps On Etsy & Niche Down