HOW TO CREATE A BUYER’S PERSONA
Understanding your buyer’s persona will be the best head start for all your campaigns and marketing messages. Without this understanding, you will not target the right audience and build the community that you want.
It’s all about asking the right questions and analysing the data correctly so that your employees know exactly who to target and how.
We’ll be covering the following:
- What is a buyer’s persona?
- Why is a buyer’s persona important?
- How to create a buyer’s persona?
What Is A Buyer’s Persona?
A buyer’s persona is a profile which is semi-functional and describes or represents your ideal customer.
The information gathered about them relates to how they use your products and services yet more specifically, who they are and what their interests and behaviours entails.
Buyer personas are of the fundamental characteristics of a marketing strategy. Without knowing who your customers are, you won’t align your product and service placements as accurately as you could have.
In other words, you are much more likely to reach the audience you want to via emails, social media content, paid advertising etc, if you have the relevant data based on their personas.
Let’s look at it this way:
In your own personal life, you reach people differently, don’t you? And the tone and wording you use also differs depending on the person.
You might create a WhatsApp group with your friends. You’ll probably call your mom and you may post on the platform you use to communicate with your colleagues.
This is the same way you should be sending out marketing messages to your customers. Tailor each message to suit the relevant buyer, don’t just bulk message. This is how you’ll most likely lost some customers.
Why Is A Buyer’s Persona Important?
Understanding your audience and tailoring your content to their needs and interests builds trust and engagement.
The last thing you want is to have a constant unfollowing, right?
So if you are running a free webinar for example, you may only target the audience that aren’t such high earning individuals (who cannot afford the paid for webinars) or perhaps they’re new members and may over time turn into a loyal customer that trusts you and appreciates and enjoys your content.
A buyer’s persona gives you the understanding of knowing exactly which content to create, where to share it, how to share it and how you can improve moving forward.
Let’s be honest, who doesn’t appreciate a personalised message?
How To Create A Buyer’s Persona
Before we learn how to create a buyer’s persona, let’s identify what a ‘negative persona’ is.
A negative persona represents who you don’t want as a customer. These individuals represent behaviours and livelihoods that do not align with the type of customers who would purchase your products and services.
It’s important to identify who your negative personas are so that you can remove them if need be.
- They could be individuals who have a lower income bracket and cannot afford your products and services
- They may be students who are only viewing your content and downloading it to expand their knowledge within your industry.
Each company’s negative persona is different to the other, so understanding yours will assist you in all your marketing messages too.
Now, let’s get into how we can create a buyer’s persona.
#1 Conduct Audience Research
Identify the customers who are already buying your products and services.
Collect data such as:
- Buying behaviour
- Life stage (new mom? college graduate?)
Collect the data via:
- Email surveys
- Phone or in-person interviews
- Online surveys
- Focus groups
Look into your analytics on your website and social media
- There is a lot of information you can gather by looking into your insights in the backend of your platforms.
- Use this information to your advantage to get a better idea of who your audience is.
Analyse your competition
- Identify the messaging approaches that your competition is doing.
- Which groups are they targeting?
- What can you take from their working approaches to incorporate in your efforts, but at a better rate?
#2 Understand Audience Pain Points
Pain points refer to the problems your audience may have that they are trying to solve.
Analyse what your customers are saying about your company online.
- Do they love your products?
- Did they have a good customer service experience?
- Are they unhappy with a service?
If you have a customer service department, find out what the frequently asked questions are that they receive. Identify the trends and incorporate it into your buyer’s persona analysis.
#3 Understand Audience Goals
On the contrary to the above, find out what your audience wants to achieve.
Understanding their goals will allow you to know exactly how to approach a specific campaign and perhaps even the tone to use.
Let your sales team assist you in gaining specific answers as to what your customers are trying to gain out of your products and services.
Once you understand the pain points and goals of your audience, you’ll be able to acknowledge how your brand can help.
You’ll be able to identify each campaign from the audience’s point of view and this will assist you greatly with regards to your marketing messages.
#4 Create Your Buyer Personas
Now that you have all your research done, you can create the personas of your buyers.
Note that it isn’t just one group you’ll identify. You’ll most likely have multiple different ones but that’s great as you can alter your messaging to different individuals and ultimately create multiple communities.
You may realise that there is a common trend from your research. This might be that your main group are men in their 40s who live in quiet neighbourhoods, have 2-3 children and owns a dog. This data is very vague but you can already create a persona of individuals that you can understand and communicate with.
You can turn the above example into the following:
Group name: Family Frank
He is 45
He lives in Cape Town, South Africa
He works at an accounting firm
He owns a bulldog named Max
He has an 12 year old daughter and a 15 year old son
With the characteristics you have identified (and more that should be added), describe who this persona is in their current state, and who they will be in the future- their aspiring self.
Having this knowledge will help you when creating products and services and how you’ll use your messaging strategy to reach these personas.
The point is to look at your buyer’s persona as real people and not just ‘men in their 40s who have 2-3 children.’ When you look at them in the former manner, it’ll be a lot easier to market your campaigns.
Furthermore, ask questions such as:
- Which social networks does he use and what language does he use online?
- What are his pain points and goals?
- How can we as a brand help?
By identifying all the information you have and the personas you have created, it will be a complete game changer for your business. You’ll ultimately gain and build trust and a wonderful community of loyal and interested customers.