What’s a buyer persona, and does your business have one?
Spoiler Alert: Your business definitely has a buyer persona. It might have two. It might have twenty!
But have you defined any of them in ways that allow you to more quickly, easily – and cheaply – target them?
Buyer personas are fictional, generalized representations of your business’s ideal customers. They help you better understand your customers, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. It’s important to establish buyer personas for your business to segment your audience and create more effective marketing campaigns.
A buyer personal profile tends to contain these or similar fields:
Name – something descriptive to that persona, like “Business Owner Bill” or “Graduate Student Samantha”
Demographics – Gender, age, income, location
Background – Job, career path, family
Identifiers – Demeanor, communication preference, media consumption
Goals – Primary and secondary
Challenges – Primary and secondary
How Can Your Business Help – …in achieving this persona’s goals and overcoming their challenges?
Common Objections and Concerns – Why wouldn’t this persona purchase from you?
Quotes – from this persona
Marketing Message – Describing your solution to the persona’s need
Elevator Pitch – The quick sell to the persona
So how do you go about completing a buyer persona profile?
One of the best and most comprehensive ways is to go straight to the source: your customers! Interview them in person or over the phone. Create a survey form for an email or your website. Ask customers what they like or dislike about your product or service. Ask them about their other interests. Ask them what forms of social media they use. Ask them how they prefer to be contacted.
You’ll begin to find trends in their answers – trends that will allow you to not only better serve and delight them, but also to assist you in identifying prospective customers who share traits with this existing customer base.
If you’re ready to learn more about incorporating buyer personas into your own marketing campaigns, contact us for a consultation!