Buyer Personas are representations of your target audience. This detailed description of a fictional person is meant to embody the characteristics of your potential customers and is used to refine your marketing efforts. The process of creating buyer personas is valuable to many sales & marketing teams as well as small business owners operating as both. It helps you zone in on your perfect customer by asking every potential question, allowing you to develop the best possible marketing strategy. It’s even been reported that behaviorally targeted ads are twice as effective as general ads, so with the use of buyer personas, you’re getting more bang for your buck.
This is what you should know and the steps you can take to build your buyer personas:
Overview of Buyer Personas
Do you fully understand who your potential customers are and what they need or want? By creating buyer personas, you will demonstrate that you can cater to your target audiences’ specific needs and gain their trust. When you understand your target audience, your marketing strategy will become more focused and it will help you align goals throughout your entire business.
In order to create an effective buyer persona, you need to build a strong foundation of knowledge about your customers. Conduct market research and find out what makes them tick. This will translate directly into carefully crafted content that will resonate with your target audience.
4 Steps to Creating a Buyer Persona
Creating buyer personas can be broken down into four steps:
- Basic Information – This is where you should cover all of the demographic and background information. You can gather this information in a few different ways: surveys, social media analytics, your customer database, Google Analytics, in person, or over the phone. Here are some examples of details you’ll want to note:
- Spending patterns
- Stage of life
- Family status
- Communication Preference
- Motivations & Pain Points – What motivates your customer and what keeps them up at night? Take note of their goals and challenges and brainstorm ways to help. Social listening can aid in this process. Another avenue to explore is your customer service team. Ask them what questions they get asked. If you are a solopreneur, reflect on what people ask you, evaluate your reviews and, compare with your competition.
- Prepare the Conversation – What are the common objections? List the concerns of your customers. It’s a good idea to use real quotes, if possible, so your team can identify which concern the customer is describing and offer a solution. This can also help you pinpoint stages in the customer journey where you can be clearer.
- Final Touches – Make sure everyone is on the same page when it comes to communicating with customers and leads. Name your personas so they are easily referenced. Everyone should be using the same vernacular and be comfortable with their elevator pitches when speaking with customers.
How to Use Buyer Personas
Buyer personas are a great tool to help reframe or build your strategies because they force you to work from the customer’s perspective. Marketers should ask themselves how they think their target audience will react to the content they are producing. Is it valuable? Does it address their wants or needs?
When considering a new campaign, ensure that it provides a solution to the goals of at least one persona. If not, it’s not worth your time or money. Rework the campaign.
Now that you have a clear understanding of who, it’s a good idea to take advantage of social ad targeting and place your ad in front of your target audience. Check out Facebook for Business. At this point, you also know where your target audience is, so don’t waste time or money on channels that your personas don’t use.
As you get more comfortable with creating personas, you may find they will become more detailed, resulting in a more segmented market. Remember, the customer comes first, and buyer personas will ensure that you are focused on that fact. These steps are a foundation for you to build upon. It can seem like a daunting process, and you will need to invest some time when creating buyer personas, but they’re worth it. Here are some useful buyer persona templates that will get you started.