Creating A Buyer Persona
You will not be able to plan workable business strategies if you do not know about your targeted audience. To understand your customers and to meet their needs, you need to create a buyer persona. A buyer persona helps you make the right business strategies, including planning product production, business campaigns, services, offers, and website content.
Create a detailed buyer persona to fully understand the interests and needs of your ideal buyers. There are several ways to get insight into your targeted customer’s mind, but nothing is possible without market research. To get some valuable information you need to conduct interviews, surveys, etc., to know the demands and interests of the targeted customer base. The number of buyer personas depends on your business; you can have more than one business persona, but make sure that it represents your ideal customer. Be careful about negative personas because it will attract the audience that you do not want as customers.
What is Buyer Persona?
A buyer persona is a model made after in-depth market research to represent the ideal customer from a wide audience range. If you think your brand can serve different people who can use your products for various reasons, it will help you design more than one or two personas. Make sure that each of your buyer personas includes buying patterns, demographics details, goals, and behaviors. The sole purpose of a buyer persona is to craft marketing messages for targeted customers by making an ideal buyer’s profile. The tone of your marketing messages should be appropriate to address customers’ desires and needs. Keep in mind your buyer persona, think of the customers as real people, and plan your business strategy according to your hypothetical customer’s wants. There are several steps that you need to follow in order to create a buyer persona. These steps are listed below.
1. Gather your Customers Information.
The basic thing you need to do is collect all the relevant information from your targeted customer base. Collect information about your customers’ buying behavior, age, gender, income, location, activities, and interests. As mentioned above, this information can be collected through online surveys, customer interviews, or asking key questions over the phone. It will help you to develop some descriptive buzzwords for your buyer persona.
2. Use Online Analytic Tools.
Another way to gain insight into your customer’s details is to use online web analytic tools, e.g., Google Analytics. Google Analytics provides valuable and detailed customer information, including who visited your website and from which region of the world. In addition to this, it reveals if the person has found the desired product or not. Google Analytics will help you a lot in developing your buyer persona.
3. Recognize Customer Goals.
Try to find the source of motivation for your customers. Know what they want to achieve, and what their aspirations are. Knowing your customers’ goals will help you change products to give customers what they want. Create a buyer persona that seeks the same goals and aspirations.
4. Recognize Customer Pain Points.
You have taken information about your customers’ goals, now find out what is holding them back. What are the problems that your customers are trying to solve? To get an idea of this, engage yourself in social listening by conducting sentiment analysis. Learn what is going right, and what needs improvement according to the customers.
5. Provide Help to the Customers.
Since you know your customer goals and pain points, think about how you can help your customers or what benefits you can offer them. This stage of thinking is the buyer’s point of view, where you start to think about your customers and stop thinking about your product features. The question of how your services will benefit your customers will help you realize an important point for your marketing message.
6. Narrow down the Information.
It is time to narrow down the data that you have collected through research. Go through your research and find out the vital details that will help you know how to deal with the audience’s demands. Identify the most common answers given by the customers.
7. Develop a Buyer Persona.
Create different buyer personas that will represent customers with a variety of goals and demands. For example, if you are a nutritionist, you will probably have clients who want your guidance on enhancing their skin glow; on the other hand, you might have customers who want to stabilize their sugar level through a healthy diet. So, create personas accordingly.
8. Name Your Personas.
To give life to your buyer persona, provide them with a name. This will remind you that you are thinking about and talking to a real person. Furthermore, it will help you to create personalized content while writing an email. Besides giving a name to your personas, find pictures for them to represent your real customers. Doing so will allow you to think about your personas humanly rather than considering them just research points.
9. Create Marketing Messages.
This is the last step in creating business personas. You have already developed your persona with a name, face, and identity, but now is the time to use them for marketing purposes. Start crafting marketing messages by keeping in mind the buyer personas you have just made. Construct marketing messages that show you are willing to help your customers with their goals and interests. You will write this while creating content for each buyer persona.
Above all, creating a buyer persona gives you a chance to know whether or not your brand is capable of meeting the demands of your customers. A significant part of your business success depends on your targeted audience, so it is important to think about the buyer persona while deciding your company’s business strategy.
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About Lisa | Spherical Strategies Content Creator & CopywriterLisa works with Spherical Strategies as a content creator and copywriter. She brings a deep understanding of human motivation to her mastery of writing by utilizing her education in market psychology. She has worked over the past several years as a private contractor, providing industry-specific content and editing for companies of all sizes. Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening. |
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