Why Creating a Buyer Persona is Important for your Business
With a little effort, you can determine who your perfect customer is and know how to successfully market to them. By analyzing your ideal customer’s behaviors, you can tailor your communication to precisely what they are interested in and what they want to know. They will appreciate how your company is coming across and will be engaged in what you are offering. It’s a marketing dream come true, so let’s get started in creating a buyer’s persona!
Identify Their Background and Demographics
First, let’s keep it fun! Come up with a clever or silly name for your semi-fictitious person. Maybe their name is going to be “Fun-loving Betty” or “Indecisive Dave”. You can also find a picture to identify this person since it’s better to put a face to a name.
Ask these questions as you come up with your buyer persona. Where do they live? How old are they? Are they married? Where do they work? How much do they make? Once you have answered these questions, you can start getting an idea of how these demographics might affect their buying decisions.
If you’re having trouble coming up with some of these data points, feel free to research your competitors and see who they are targeting. There are multiple tools out there that can help you find this information. To start, you can try viewing Facebook ads that are being promoted and what Google keyword searches are trending. Doing this research can help reveal useful statistics and insights.
If you already have an established website you can go to your Google Analytics dashboard and view the data of who is visiting your site. If you have a company Facebook page, you can see who is giving you the most likes and comments. You can also reach out to a few of your customers and ask them for an interview or to take a survey about their thoughts on your company. This is actually the best approach because you can find out other crucial information listed below.
Identifiers and Influencers
Find out what books, websites, and magazines they like to read and inquire if they are a part of any social groups. Another good piece of information is what is their favorite form of communication? Some people prefer email while others prefer text messages. You’ll begin to find out what is the best method to use by seeing what is the popular choice.
Ideally, your customer will have a need that will be aligned with the purpose of your product.
Hopes and Dreams
For your buyer’s persona, think about what makes a customer excited and energized. What are they looking for that will benefit their lives and achieve their goals? Ideally, your customer will have a need that will be aligned with the purpose of your product. At that point, the product will sell itself and not be considered forced upon the customer, eliminating any potential buyer’s remorse.
Sales Objections
Make sure to become aware of why your customers are hesitant to buy. You can ask them to describe a recent purchase. In doing so, they will explain what triggered them to complete the sale or what caused them to back out of the transaction. This information is extremely valuable because you now have first-hand knowledge of making the buying process less stressful and more seamless.
Worries and Fears
What worries your customers? Figuring out the worst-case scenarios will help you avoid future issues. If you are someone who is always optimistic this might be difficult for you. Maybe ask some of your pessimistic friends how they would approach the situation. Hearing the negatives is not always a bad thing because problems are inevitable, but being proactively aware of them will give you the advantage.
Opportunities: Be the Hero!
After figuring out your challenges, now you can be the one to save the day! By creating a buyer persona, you know how to help your customers. You are able to gain their trust and alleviate their headaches. They can rely on your business to come through for them because in their eyes you offer a solution to their problem! The goal is to steer your company into a brand that goes out of its way to deliver the best experience and create memorable opportunities for them. Once that idea is established, you become the talk-of-the-town and referrals will be endless.
Conclusion
I hope you have learned how important buyer’s personas are for your business and how to go about constructing one. By tailoring your marketing to your target audience you will quickly attract your perfect customer, creating repeat buyers and increasing your brand recognition.
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