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What Should You Know About Buyer Personas? Primarily, buyer personas are somewhat fictional representations of an ideal to perfect customers. Personas are created based on real data and research about your existing customers. If you plan to create a buyer persona, then you should include behavior patterns, customer demographics, goals and their motivations. If a company is more detailed about buyer personas, then the better. Most companies consider buyer personas very important because they provide tremendous structure as well as insights. As much as possible, make your buyer persona detailed because it will help you guide product development, determine where you should manage your time and allow for proper alignment in your organization. This would help you in attracting valuable customers, visitors and leads.
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Buyer personas can help the company think on how they should be able to promote their products and services, so that their customers would be more interested in it. They also reveal the insights about customer’s decisions. Depending on the size of your company, you could only create one or two buyer personas. Although, a large business could create up to 10 or 20 buyer personas.
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Note: If you are still new to buyer personas, then it is best to start small! How should you use buyer personas? Buyer personas can help a company personalize and focus on what should the marketing technique and strategy should be like to fit different customers. For example, if you are currently sending the same emails to your customers in your database, it would be best to segment them by persona and create new messages that would fit to different personas. If you have the time to create a negative persona, then you can identify easily what type of buyers you do not want to attract in your company. These type of customers can end up achieving a lower cost-per-customer and cost-per-lead. How to build a Buyer Persona? Go through your contacts database and know the trending issues about how certain leads or buyers look and consume a certain content. If you are creating forms on your website, it would be best to use form fields that can capture important information about a persona. You should also get a feedback from the staff that are in charge on the leads. Here below are the main points you should cover. You should give your persona a name. It would make it look like a real customer. Background – what is his profession, does it have a job, is it unemployed, what are its hobbies, does it have kids, what about its family Demographics- female/male, nationality, age, religion Identifiers – demeanor, user communication preference Personal Goals – Either or both primary and secondary Challenges – what can you do to help them overcome these challenges Common objectives – why don’t your customers like your products or services Marketing message – how can you describe and promote well your product to your persona