A buyer persona is a representation of your ideal customer. It helps you understand who they are, what their needs and wants are, and how to tailor your marketing messages to suit them. Buyer personas are a way of creating profiles of the different types of customers who might buy your products or services. A buyer persona can be used as the basis for all aspects of your business strategy, including product design, copywriting, website navigation, and more.
This post provides an overview of buyer personas – what they are and why you need them so that you can start creating one for your own business!
Research Your Customers
It is crucial to understand who you are selling to and how they change over time. A buyer persona is a character that represents your target buyer. You can define buyer personas based on demographics, social status, age group, location – the list goes on. There are multiple ways of creating buyer personas:
- Talk directly with customers
- Analyze buyer data
- Create buyer personas based on your current customers or your best customers. They could be the middle of the bell curve, so to speak: they represent what’s in between high and low-value metrics.
These buyer personas should influence every decision you make about how to communicate with them across multiple channels – including social media, email marketing, and more.
Classify Your Buyer Personas
There are different buyer personas, and you will want to define them as such. You should have a buyer persona for every type of customer you are targeting – even if there is overlap, it will be helpful to break down your customers into groups that can help you design better marketing campaigns.
For each buyer persona:
- What is their buyer journey like?
- What are the value metrics they care about most?
- Where do they hang out online (social media, forums, etc.)?
If you want to get more detailed on your buyer personas:
- Think of particular customer examples. Are there any individual customers that stand out as big spenders or good prospects in your mind?
- Identify the buyer personas’ common characteristics. What makes this buyer persona unique from any other potential customers you could be targeting?
Once you have identified your buyer persona(s), it is time to move on and organize them:
- You should aim for around three buyer personas per industry.
- You should aim for buyer personas that cover at least 75% of your potential customers.
Now, it’s time to move on and gather the buyer data:
- What are their biggest challenges? How do they solve these challenges today (with products/services other than yours)?
- What are their goals?
- What is the buyer’s role in the business (decision-maker or influencer)?
Take notes of how each buyer persona uses your product. This will help you identify who to target with what type of messaging.
As you can see, there are many steps to creating a buyer persona. You may be wondering how much time all of this takes and if it is worth the investment. The answer is YES! Developing buyer personas will help you increase your conversion rates by understanding what content resonates with each group.
Contact Professional Success South today in Riverside for more information about our Sales Training, Live Coaching, and Business Consulting services, and schedule a free consultation to learn more about how we can help you reach your business goals too!