Living Content sees your buyer personas as the building blocks of all your marketing activities. If you don’t know who your customers are and their purchasing habits and preferences then how can you sell to them?
Here’s your guide to the basics:
What is a buyer persona?
A buyer persona is a fictional character created by a brand which stands to represent their ideal target customer.
This ‘character’ is formed through extensive research and analysis of a business’s existing customer base. Information gathered from this research can then be used to create a detailed fact-file surrounding this persona. This encompasses a vast range of details, including, but not limited to, age, gender, interests, goals, buying patterns and income.
Not only does this popular marketing technique enable brands to identify prospective buyers and markets, but it can also give insights into the customer journeys of these buyers before they make a purchase or conversion. Of course, businesses (particularly larger ones) can have more than one buyer persona but the more precise each one is, the more effective it will be.
Why bother creating a buyer persona?
Here’s a thought: why would you not want to tailor your decisions to the preferences of your ideal customers?
Creating in-depth buyer personas is time well spent in our book. Need convincing? Here are 5 reasons why this exercise makes sound business sense:
By engaging with both potential and existing customers in a way that is relatable and contextually relevant to their lives you will be able to gain their trust and allow them to believe that your brand is the one who really has their best interest at heart.
If you have a clear representation as to who your prospective customers are, you can develop precise, laser-targeted ads that really resonate with this market.
In the long run, creating a buyer persona will save your business money; your ads and campaigns will be targeting those who you know will be interested in your brand. This will result in a higher ROI as there will be more conversions and sales rather than people who have no interest in your brand or products seeing your ads.
Having multiple customer personas will enable you to segment your audience. This means you can send out targeted messaging to different groups, detailed and specific to them.
Through developing comprehensive buyer personas, you will gain valuable insight into your customers’ pain-points and be ready with the remedies they’re seeking.
How to create a buyer persona
FREE BUYER PERSONA TEMPLATE DOWNLOAD
Places to look for persona insights
Here are few ways of gathering the information to build detailed pictures of your customers:
- Check your website analytics – they can provide demographic data about the people who are currently interacting with your brand. Discover where your visitors came from, what keywords they used to find you and how long they spent on your site. Armed with this information you’ll know what led your audience to your site and what pulled them in.
- Social media research – just sit back, listen and observe your potential customers online. What questions are they asking and what problems are they airing that your company could solve? Twitter, Facebook, LinkedIn, Instagram and review sites are great platforms to monitor for these valuable nuggets of information. Are they criticising the competition? What could you do differently?
- Get your team involved – customer-facing employees in particular are likely to have a wealth of information about the types of people they serve and what their motivations are.
- Ask your audience questions – surveys are often a critical component to developing your personas.
- Conduct traditional market research – budget permitting, it can be worth investing in focus groups or one-on-one interviews with your target customers.