What is a buyer persona?
An individual who represents a typical customer for a company or product can be considered as buyer/target persona.
A company may produce more than one type of buyer persona. To generate a buyer persona, information is gathered from various sources and synthesized to build an image of potential customers. The information in the persona typically includes demographic data, industry data, company size, personal interests, and hobbies.
The best possible buyer persona also includes the following indicators:
· A clear customer objective
· An opportunity for your solution
· An emotional connection
· Your unique value proposition (UVP)
· The profile of the decision-maker.
Why are buyer personas important for your business?
You can’t market to everyone. Targeting the right audience will increase your CVR percentage ( Conversion rate – the percentage of people who saw your offer and took action) and help you reach your goals. Any company that’s serious about gaining a lead in its chosen market must first understand the needs and wants of its target market.
The buyer persona is a marketing technique designed to increase the probability of your target audience responding positively to your brand.
One way of increasing the conversion rate is to speak directly to your potential buyers by creating. Using this marketing technique, you can target your USP (unique selling proposition) to your audience in order to create the most effective marketing campaigns.
What types of buyer personas are there?
There are many different buyer persona types, but these examples show the most popular types.
The Soloist. According to MarketingProfs, they are “individuals who want to control the entire process from end-to-end and want complete transparency throughout.”
The Social Butterfly. They are “the sum of all their connections.” They make purchase decisions based on their friends’ opinions.
The Power User. According to Dashburst, they “use the web and apps to get things done from planning, executing and tracking tasks.
- The Lone Wolf. They are loners, typically don’t need much help, and prefer to self-serve rather than ask for assistance.
- The Self-help Guru. They “use the web to get advice and ideas from other individuals.”
- The Paying Customer. They are “willing to pay for a solution as long as it’s easy and effortless. They want value, quality, and convenience.”
- The Chief Happiness Officer. They “buy because they are happy.”
- The Common Man. They aren’t aware of your products or services. Your brand must invest in creating awareness in order to reach them.
- The Bridge. According to Fathom, this person “has a foot in each camp-they work in a small company and have responsibilities of larger organizations.”
- The Social Media Guru. They “get involved in the conversation and share their opinions online.”
- The Influencer. According to MarketingSherpa, they “trust the recommendations of others more than advertising messages. They are social creatures who have connections that can influence a larger group of people.
Let’s stop here for now. I don’t want to confuse you with fancy names of specific types of people you can address your marketing message to. In the end, you have to talk to the right person who is willing to do business with you because you solve the problem that person has.
How to create buyer personas for your business?
Creating buyer personas is a collaborative process that requires the input of a diverse cast of characters, including customers, sales reps, marketing, and management.
- Step 1: Gather information about your potential customers – your target audience. That includes information about your audience’s location, age and gender are important, but so are more specific factors like their purchasing habits, income level, and occupation.
- Step 2: Define the characteristics, specifics, and behaviors of your audience. To define those elements of the ideal person, you can start by brainstorming key terms that describe your target audience. List these on a whiteboard or spreadsheet (whatever suits you, but do it) and categorize them as demographic data, buying habits, and purchasing power.
- Step 3: Combine your demographics, buying habits, and purchasing power to create believable fictional personas. This is where you put all your demographic data together with your audience’s most important motivators and behaviors.
- Step 4: Use your brand story to bring your personas to life. Once you’ve developed a persona for each member of your target audience, use that data to create a compelling brand story that will resonate with them.
Methods of collecting information for the creation of a buyer persona
Create a survey
Sometimes, it is just not possible to meet the person face-to-face who is responsible for the big purchase, and it may not even be possible to speak to that person on the phone.
In this situation, you can conduct an online survey through social networks using a relevant hashtag. Create a poll story for the people who follow the hashtag and ask them if they are familiar with the product or service that you offer and if they can answer specific questions about “if” and “why” they would buy that product or service.
Interview your customers
You can also interview customers directly face-to-face or over the telephone to learn more about their purchasing habits. Ask questions about what products they are currently using, what they like about those products, and what they dislike. Ask about how they make purchasing decisions. Where do they go to get more information? What things do they look for in a new product or service?
Get into the mind of your customer
You can find insight into your ideal customers by getting into their minds. Well, not literally, of course. But you can ask yourself several important questions like: Who are they? What do they like to eat and drink? What are their interests outside of work?
Another way to find out what their personalities are like is to check out social media accounts and glance over how they interact with others. This is usually the way digital marketers proceed when creating their own buyer persona that they later validate via test advertising.
Ask your staff/employees
Make sure you put a lot of thought into the questions you are going to ask your staff or employees. Interviewing them is a great way to find out who their customers are and what they need or want from your company.
Collect information from your website
Another way to learn more about your buyers is to conduct a survey where you post questions on your website. Make sure the questions are specific to what your customers or potential customers think, not just how they will respond.
You can gather information in many ways from your website, a survey is the most common way to do it but you can also ask your leads to answer several questions after they become clients of your business.
If you are a serious business that wants to achieve great results you have to incorporate buyer personas in your strategy. This will give you a competitive advantage in the market, allowing you to understand your customers better than anyone else.
I hope that this short guide was useful for you to understand the importance of buyer personas! If you need any additional information added to this guide, please don’t hesitate to contact me with questions or requests for me to upgrade this guide.