Buyer personas are semi-fictional representations of your ideal customers based on market research and real data about your existing customers.
Ideally, a buyer persona includes information about the customer like demographics, behavior patterns, motivation, and goals. A detailed buyer persona will help you determine where exactly to focus your time.
Developing buyer personas makes it easy for you to create content that appeals to your target audience and interact with them effectively. It allows you to segment your contacts, tailor your marketing and personalize your messaging accordingly.
Why are Buyer Personas Important to Your Business?
Buyer personas help you get a deep understanding of your existing customers and to identify and know more about your potential customers as well. You can also map the personas to the lifecycle stages to know how far someone has reached in your sales cycle.
What is the Right Way to Research for Creating Buyer Personas?
- Find the common trends
Look for and bring out the common trends among your contacts regarding the way they find and consume your content. Keep going through your contact database in order to examine and segment it from time to time.
- Specific form fields
Add specific form fields while creating forms for your website to capture the persona information that is really important for you.
- Feedback from your sales team
Your interaction with your sales team is very crucial for generating personas. You can ask them for their feedback regarding the leads with whom they interact the most and their generalization about the different types of customers.
- Interview your prospects and customers
Ask them what they like about your product or service. Interviewing your prospects, customers, or even referrals is the most important part of the research that you conduct for creating buyer personas. You’re going to get most of the data from this step.
Ask questions regarding their role, company, goals, challenges, personal background and preferences to your potential interviewees. Try to understand your customers as they answer your questions and don’t forget to follow each of their answer with a ‘why?’ ,this will simply help you learn more.
How to Use Your Research to Create Your Persona?
Once you’ve completed the research stage, the next step is to use the raw data that you collected, identify the patterns and common points from the answers to develop a primary buyer persona. You can make templates to organize the information, fill in the details, and share it with your colleagues to let everyone have the in-depth understanding of the people they’re targeting every day.
- Name and photograph
Give your persona a real life name and image. This will help everyone to easily visualize the persona and everyone will have a common vision. This may also help you refer to the persona easily in further meetings and discussions.
- Fill in details regarding the background, demographics and identifiers
In the background section, you can mention information about the person’s job, career path, family, etc. Demographic details such as gender, age, income, or location are very important; you can also conduct surveys in order to collect this information. Including some identifiers that you picked based on the mannerism of your interviewees will help your sales team to further interact with them.
- Help your sales team learn about the motivation of your persona
This section should include the goals and challenges of your personas and most importantly what you can do to help them achieve their goals and overcome their challenges.
- Share some parts of the conversation that you had with your persona
Include some of the real quotes that your persona shared with you about their goals and challenges or any other things that you think is important for you and your company to know. Also, try to list some objections that the personas might have about your product/service or why won’t they buy it.
- Help craft messaging for your persona
In this section, you can tell other people how to interact with their persona regarding your products/services. This includes the lingo and elevator speech that resonates with your personas and ensures that everyone speaks the same language while interacting with the prospects or customers. Fill it in, and voila! – Your first buyer persona is ready!
Buyer personas are not just the metaphors of your customers to understand them better, but they are the foundation for higher ROI and target marketing, and even more than that. Don’t just stop after creating them, utilize them, track them, send different personas into different marketing tracks, and leverage them to find the perfect marketing channel for you. :)