In previous articles, we have emphasized the importance of well-structured content and a brand’s presence across digital channels. However, even if you’ve created the most show-stopping content and are active on all social platforms, running email marketing campaigns and carrying out all the actions we’ve discussed, it won’t be enough if you haven’t targeted the right audience.
Every marketing action falls flat when it doesn’t reach the right person, at the right time, and of course, through the right channel. That’s why it’s important to create a buyer persona.
What is a buyer persona?
A buyer persona is a profile of your ideal customer, based on real data. The buyer persona should reflect your customer’s characteristics, desires, concerns, and how they make a purchasing decision. Depending on the size and products/services of each business, the appropriate number of buyer personas can be created to properly group all target audiences.
How will creating a buyer persona help you?
- You will better understand your customers
Perhaps the most fundamental and obvious benefit. By understanding your customers’ needs, you can make more informed strategic decisions regarding the creation of personalized content and its distribution through the right communication channels.
- It helps in product creation
Knowing your customers’ needs and desires can also help with the products you create, from conceiving an idea that meets a need to its packaging. For example, the growing environmental and climate change awareness among consumers has led many companies to create eco-friendly and recyclable packaging for their products.
- It optimizes lead generation
Better understanding your audience reveals important information about how they prefer to communicate with a business and which communication channels they use daily. Does your dynamic customer reach out via Instagram messaging or prefer to fill out a contact form on your website? If you know these basic details, you’ll know how to approach the customer communicatively to attract them to your business and get them to take the desired action (subscribe to a newsletter, fill out a form, follow on social media, etc.)
How to create your business’s buyer persona?
- Data collection
The first and most essential step is collecting data from your existing customers. Use platforms like Google Analytics and Meta to find key information about your users, such as which media they use, what times and days they are most active, and how they choose to communicate with you.
It’s important to collaborate with your marketing and sales team to gather the most detailed information possible. Especially the sales team, who interacts directly with dynamic and existing customers, can provide critical feedback on customer desires, issues, and concerns.
- Conduct customer interviews
This may be the most qualitative form of research since you engage directly with the customer. Reach out to some key customers you know and learn about the entire process they follow and what influences their purchase decisions. If you’re unsure whether a key customer will agree, you can offer a gift or discount as an incentive.
What data should you collect to create a complete buyer persona?
Demographic: Gender, age, location, education, occupation, income
Psychographic: What they want from a product, what needs and concerns you can solve, what motivates them to move from consideration to purchase, how they like to communicate to find solutions to their problems
An example of a buyer persona
By creating a buyer persona, you ensure that any strategy you develop for your business reaches the right people at the right time. This increases the likelihood of converting your audience into customers.
Collecting all this information and creating buyer personas is a time-consuming process but absolutely necessary for success. Our team is the right partner to help you in this endeavor by creating a holistic strategy based on the profiles we’ll develop.
Take the next step with us by contacting us here.
