ave you ever known what exactly your customers want? Or how to talk to them? Or even how to write content for them?
Did you know that to develop products and services, create content, and establishing a loyal customer base, you should know who is your buyer persona?
And probably, you’re thinking “What exactly is a buyer persona?”
Buyer personas are a representation of your ideal or target customers. “It’s a picture you paint based on research and interviews with actual customers. It goes beyond basic demographics to include the intangible elements that make a person tick” (SmartBug).
And why is it so important?
Identifying and understanding your buyer persona(s) is essential to segment your audience, to create content, develop product and services, create marketing campaigns, and “you'll be able to attract high-value visitors, leads, and customers to your business who you'll be more likely to retain over time” (HubSpot, 2021).
Depending on your business, you could have more than one buyer persona, and the more information you gather from market research or your actual customer base the more accurate information you will have to build your buyer persona.
How you can use your Buyer Persona?
“At the most basic level, developing personas allows you to create content and messaging that appeals to your target audience. It also enables you to target or personalize your marketing for different segments of your audience” (HubSpot, 2021).
For example, when you develop an email marketing campaign, instead of sending emails to all your customer base, you can send emails to your different types of buyer persona and tailor the messages based on what you know about the segments.
How to Create Buyer Personas?
You can start gathering data from interviewing your customers or prospects, doing some surveys to know what your customers like from your product or service, through social media or any feedback you got when they purchase something, and whichever other method you can use to find what are their needs, concerns, and behaviors. After that, you should filter that information and try to identify patterns and commonalities. When you are creating the buyer persona you must take into account certain characteristics such as demographics and background, goals and challenges, interest and needs, pain points and personality traits, and any other characteristic that could be relevant for understanding your customers. Here you have a template that you can use to create your buyer personas or if you prefer to contact us so an expert can do it for you!
And did you know there is also a negative buyer persona?
“While a buyer persona is a representation of your ideal customer, a negative — or "exclusionary” — persona is a representation of who you don’t want as a customer” (HubSpot, 2021). They represent the segment of people who are not your target customer. But it does not mean you’re going to block those people, that means that you’re not going to focus your marketing efforts on acquiring those people.
Buyer personas help you understand your customers better to allocate in the right way your resources, attract leads and even identify what drives the people to make purchases. Also, buyer personas give you more revenue over more periods of time, because you already know which are their interests and needs, which channels are they using, what type of content they like, and which call to action will generate a better response.
And finally, don’t forget to keep updating your personas as their preferences change or if you find any other relevant information you think you should add to have a complete profile about your target customer.