Why customer personas matter and the data you’ll need to create them.
Where it was once enough to have a birds-eye view of who your customers were, today’s brands need to have as much information as possible if they hope to reach and appeal to their target audience.
According to Mad Marketer, 71% of businesses who surpassed their revenue and lead goals have developed buyer personas. And an astounding 82% of companies that started using buyer personas were able to develop a better value proposition, which in turn increased sales and revenue.
Consumer needs are evolving all the time and if brands hope to survive in a competitive market, they need to know enough about their customers to be able to anticipate their needs.
Buyer Personas: A Recap
A buyer persona is a fictional character that represents your ideal customer. The persona is a descriptive profile that not only includes information on the buyer but on their needs, preferences and buying habits too.
Most businesses don’t just have one buyer persona either – which is why you might find that you need to develop several different personas that can be used to guide your sales and marketing efforts.
A good persona will outline exactly what will be required to grab a specific type of buyer’s attention and convince them to do business with you.
Getting Started with Personas
Before you start developing your buyer personas, it’s important to define what you want to achieve or solve.
Do you want to develop more relevant content? Increase sales? Maybe you just want to improve customer engagement? By deciding what it is that you want to achieve, the information that you will need to include in your personas becomes clearer.
Now you can start looking at your audience and who you want to target. Building your buyer personas will require you to segment data such as gender, location and age to start getting an idea of how many different personas you will need to create.
Using KOBIT to Build Your Buyer Personas
Below is the data that you can pull from a KOBIT report that will help you to develop your personas.
Demographics are an essential part of every buyer persona and will help you to define your customer segments.
Your KOBIT report will cover demographic stats such as:
This information will give you a base on which to build a more detailed buyer persona for each of your segments. It’s important that you don’t make your segments too broad or too niche though as this could leave you with double the number of personas than you actually need.
Every business owner should know exactly where their website traffic is coming from if they hope to refine their digital marketing strategies. Your KOBIT report will give you an overview of the sources that are driving the most traffic to your website so that you can optimise your approach to online marketing.
Examples of traffic sources include Organic Search, Paid Search, Referral and Social. So, if search engine optimisation has been a core focus for your marketing team of late and your organic search traffic is still very low, this indicates that your approach needs to be re-evaluated and refined.
How your customers spend their time online should also form part of your personas. When you generate your KOBIT report, it will include information on the websites and apps that drove people to your website. This will give your marketing team a better idea of where they should be focusing their efforts going forward.
Your report will also look at the percentage of customers that have returned to your website over a specific period of time, giving you an overview of how many of your website visitors are loyal followers and customers.
How your customers browse the web is another important piece of information that will make a difference to your content and marketing efforts. Your KOBIT report will not only tell you what device was used to browse your website but which of these devices lead to the most conversions and bounces.
It’s all good and well if you’re seeing high traffic numbers but unless a customer is completing your buyer journey, high traffic numbers are simply impressive. Your KOBIT report will
Putting Your Buyer Personas to Work
Pulling data from your KOBIT reports and placing them into a spreadsheet does not result in a usable buyer persona that your team can use to drive their sales and marketing efforts.
Once you have collected your data, you will need to hand it over to a graphic designer who can create visual representations of each of your customers that summarise this data.
Putting a fictional face and visually appealing bios and stats to each of your buyers makes it easier for your marketing team to understand who they are targeting.
These personas can also be used to optimise your online buyer journey. When you access the KOBIT platform, you will have the option to create conversion funnels that will outline a buyer’s journey through your site. This funnel will provide you with a visual representation of how many of your customers are converting and where they are leaving the funnel.
If your conversion funnels are not performing optimally, you can use your buyer personas to provide your customers with a better experience based on their needs and preferences.
Buyer personas may seem like a simple concept but they are actually the foundation of all your marketing efforts and can mean the difference between your business succeeding or simply surviving.
Don’t forget to revisit your KOBIT data on a regular basis to ensure your buyer personas are always relevant and useful.