Everything You Need to Know About Creating Your First Buyer Persona

2018/08/27 08:00

create buyer persona

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.

Why Buyer Personas Matter

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:

  • Help you create highly-targeted marketing campaigns
  • Create better content that your audience truly wants to read
  • Develop a more personalized brand message
  • Increase your sales and conversion rates

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.

How to Create Your First Buyer Persona

Below are the steps to follow to create your first buyer persona.

Step 1: Start with Some Market Research

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:

  • Create an online survey that you can send to existing customers and share on social media
  • Interview your current customers using a specific set of questions
  • Research your competitors to gauge how they’re interacting with their audience online

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.

Step 2: Refer to Your Website Stats

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.

Step 3: Create a Buyer Persona Template

create a buyer persona

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:

  • Name: This doesn’t have to be a real name but you should definitely give each of your Personas a name as it brings the “customer” to life.
  • Job Title: You can just include a job title or you can go into more detail about their job role, the sector they work in as well as the company they work for.
  • Demographics: These details will include the customer’s age, gender, location, level of education, family size and household income.
  • Goals & Challenges: Go into detail about your customer’s goals and challenges or pain points. Next, outline how your brand is going to help them reach their goals and resolve their challenges or pain points.
  • Values & Fears: What do your customers value most and what is it that makes them reluctant to convert?
  • Any Extra Information: Depending on the questions that you asked in your surveys and interviews, you may find that you’re able to add some additional information to your Buyer Persona such as hobbies, favorite websites and social media platforms, preferred devices, and level of digital competency. All of these smaller details will give you additional information that can be used to create exceptional content and effective marketing campaigns.

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.