It is a popular buzzword in the marketing industry to create a buyer persona. A customer profile represents your ideal customers, such as their goals, demographics, and interests. To ensure their marketing strategy resonates with their target audience, marketers often develop “buyer personas”.
What is the best way to create your buyer persona for your content strategy? The following information will help you.
Buyer Personas: What Are They?
Buyer personas are semi-fictional representations of your target market. A person’s background, demographics, goals, hobbies, and interests may be included in this information.
What Is the Importance of Buyer Personas?
You and your team can better understand your target audience by creating buyer personas. As a result of these services, marketers, and salespeople are able to tailor your content, marketing strategy, and product development to the profile of your customers – in order to meet their expectations and needs.
Think of yourself as a travel agency looking for travel-hungry clients. How well do you know your target audience’s goals and challenges? What will your products and services do to meet their needs?
Building personas and keeping them in mind when creating content and campaigns that speak to specific customers is important.
Personas help with personalization even if one-size-fits-all approaches are possible. According to reports, personalization increases revenue by 20% for marketers. A 70 percent ROI is more likely to be achieved by brands relying on advanced personalization.
What Is the Use of Buyer Personas?
Using buyer personas, marketers can create content that speaks to their target audience in a personalized way.
Here’s an example: you’re a tourist agency trying to launch marketing campaigns that appeal to retirees. Your team will be forced to brainstorm targeted content that aligns with senior citizens’ circumstances if you have a buyer persona. Consider writing blog posts about mobility-friendly tours, cruises, and activities for older adults.
By using buyer personas correctly, you can also enhance your sales funnel at different stages. Promote your travel packages at senior meetup groups and organizations to generate awareness. Having lured a few prospects, you can send them targeted emails and newsletters to keep them interested.
You can leverage personas in your marketing efforts in the following ways:
· Identify quality leads: Knowing your customers’ characteristics can help you develop a more effective sales funnel strategy.
· Improve products: With the help of product managers and entrepreneurs, new ideas can be developed for both future product developments and upcoming features and releases.
· Message consistency: Creating buyer personas serves as a framework for marketers, salespeople, and customer service representatives who are constantly looking for the most efficient way to market your products to different groups of consumers.
Creating a Buyer Persona
What’s the first step in creating your buyer persona? You must first know the right steps to take. This article’s topic is how to create a compelling buyer persona for your business.
1. Research is key
The perceived profile of their customers may inspire some marketers to create buyer personas. To make them more effective, the ideal buyer persona should be based on real data from surveys and market research.
You should conduct market research in order to gain a better understanding of your customers and what their exact profile is in terms of demographics.
Several ways can help you gain a deeper understanding of your customers:
· When creating an account, ask customers to fill out a form about their age, gender, and demographics. To learn more about their browsing behaviors and interests, you can also track their purchasing behavior on your website.
· Learn what your customers’ needs and challenges are when using your product or service through interviews and focus groups.
· Survey your target audience to understand their interests. You may be able to detect similar trends across various segments based on their responses.
· Your sales team who interacts regularly with your target audience will be able to provide you with information about your customers’ profiles.
As a result of conducting research, you’ll have a lot of raw data at your disposal. Your first few personas can be built based on patterns and trends identified from there. As you learn more about your customers, you can add more personas to your existing list or modify them.
2. Give a brief description of the demographics
The next step is to sort through the demographic data now that you have a lot of data. Based on location, age, education level, ethnicity, and income level, create buyer personas.
Imagine you’re a car retailer targeting young professionals who are looking to buy a car. As an example, your buyer persona might look like this:
· Male or Female
· Age 35 to 45
· College graduate
· Income: $80,000 or more
3. Identify the motivations of your personas
At this point in the process, it is important to figure out why consumers are motivated to purchase different buyer personas. What makes your product or service valuable to them? Why are they doing this? How do they plan to achieve this goal? Are there any obstacles or challenges?
In our previous example, young professionals may want to purchase cars because public transportation is not convenient in their area. For example, they may want to spend more time with their families or go on trips with their friends.
Here’s an example:
Emma commutes at least two hours per day for her job. She belongs to the upper middle class and has a stable career. In addition to traveling frequently, Emma enjoys spending time with family and friends.
Due to her daily commute of around 50 miles and weekend travel outside the city, Emma is looking for a vehicle with exceptional fuel economy. Among the best car models for her, we recommend model 1, model 4, and model 14.
4. Take into account their behavior
Your target consumers can also be evaluated based on their behavior.
Assume that your buyer persona is a bachelor who is constantly browsing car models to impress his date or his friends. For this persona, you may consider promoting luxury vehicles. Alternatively, if they’re looking for affordable, reliable cars, you could recommend a smaller, compact vehicle.
To make it easier for customers to recognize your buyer personas, name them – so they can easily identify them. Their names can be intriguing, such as “Bachelor Brad” or “Young Enthusiast Sadie”.
Your product’s or service’s main selling point can be identified by analyzing consumer behavior. In addition, it can be used as a guide to help you create advertising and promotional materials for your target audience.
4. Engage your sales teams
Find out who your customers are and what their needs are by talking to your customer-facing staff. Preparing conversations for specific personas is a good idea. Using this information, you can improve their sales scripts, as well as decide the communication strategy for your marketing campaigns based on what you’ve learned from this information.
Another option is to prepare a list of objections customers may raise and how to respond. You’re more likely to improve your marketing campaigns if you hear the perspectives of your client-facing sales teams.
5. Establish your brand voice and message
Communicate with a specific buyer persona using a specific message and brand voice. If you want to introduce your product or service to your target audience, you can use examples of real quotes or the elevator pitch that your team can use to do so. The guidelines can be used by marketers when crafting copy for leads and customers, and by client-facing staff members who regularly speak with leads and customers.
6. Channels to Use for Marketing
Marketing your products on social media platforms and marketing channels depends on understanding your buyer personas.
As an example, if the buyer persona you are targeting is between the ages of 15 and 20 and watches TikTok videos, live streams, and user-generated content — make sure to include these types of content.
Here’s an example:
We provide information to our millennial customers in the following ways:
· Reading reviews
· Communicating with friends via word of mouth
· Social media marketing
· Watching influencers on YouTube and Instagram
7. Your buyer personas need to be updated
Your customers’ profiles, as well as their needs and behaviors, will change over time.
Ensure that your buyer personas are still relevant by periodically evaluating them. You can gain new insights about your target market by conducting market research and launching surveys every year.
Creating effective buyer personas or modifying existing ones is easier when you have more information. Additionally, your buyer personas can be updated based on current events and trends.
Identify your buyer personas
It’s time to build your buyer personas now that you know how to create them.
You should do some research on your target customers before you do anything else. This can be done through surveys as well as interviews. Your prospects can be segmented based on their demographics, motivations, attributes, and behaviors.
For a marketing strategy that resonates with your audience, develop a persona that is as accurate as possible. As a result, your products and services will be tailored to their needs.
Having trouble creating your first buyer persona? Fiverr marketers can help you meet your project planning goals and deadlines by offering buyer persona services.
