Want to create your first Buyer Persona? This is how to do it.
Taking the time to get to know your customers inside and out is time well spent.
In a world where customers expect a personalized experience, developing detailed Buyer Personas is no longer an option for brands. The better you understand your customers, the better you can cater to their specific needs in a way that your competitors can’t.
To develop an effective Buyer Persona, you will need to do an in-depth analysis of your target customer and when done correctly, it can be used to not only improve your relationships with your customers but enhance your marketing ROI too.
Buyer Personas can:
A study by Mark W. Schaefer showed that 3 to 4 buyers will account for over 90% of a business’s sales, making this a worthwhile exercise.
Below are the steps to follow to create your first buyer persona.
In-depth research is the first requirement for developing an effective and detailed Buyer Persona that will help you better understand your customers.
There are a number of different ways that you can find out more about your customers. Some ideas include:
There are a number of great tools that you can use to survey your customers, SurveyMonkey being one of them. These tools will guide you in terms of how to phrase your questions based on your specific demographic, making your surveys even more effective. Facebook is another platform that can be used to create polls.
On the subject of social media, social listening tools also really come in handy when researching your customers.
Now that you have enough market research, you can turn to your website analytics for additional insights.
Tools such as Google Analytics will tell you where your website visitors are coming from, the keywords that they used to find your website and what they did once they landed on your website.
This data will give you a clearer picture of the websites and online platforms that your target audience frequents, the content, products or services that are associated with your website and whether or not your website is meeting their needs.
Now that you have all the necessary data, you can start creating your Buyer Persona using a template.
Here is an idea of the kind of information your Buyer Persona should include:
Step 4: Develop Your Marketing Message
Now that you have a detailed Buyer Persona (or three), you can begin refining your marketing message for each Persona. You will find that slight differences in each Persona will require you to change up your messaging slightly in order for it to appeal to their goals and values.
Think of your marketing message as an elevator pitch. How can you convince a specific customer to trust your brand based on the specific information in their profile?
Now that you have refined your marketing message based on each Buyer Persona, you can begin feeding this information through to the rest of your marketing team so that it can be used in upcoming marketing campaigns and to develop new content strategies.
Remember, never stop reviewing, refining and optimizing your Buyer Personas and your online strategies. Customer needs and challenges are always changing and you need to be sure that your brand is always able to cater to the specific needs of various types of customers.