How To Create A Detailed Buyer Persona For Your Business
5 Steps to Create a Buyer Persona for Your Business
Buyer personas are fictional representations of your ideal customer. They are useful because they help your company focus its marketing efforts on precisely the type of people who will gain value from your product or service.
Creating buyer personas is also an essential part of inbound marketing. Here are five simple steps that explain how to create a buyer persona for your business.H
Specify the Categories You Will Use
Buyer personas are made up of different categories that combine to give you and your employees a deep understanding of your customer. While the exact categories you use may differ, most buyer personas will include the following points:
Name and bio. Age, gender, education, industry, job title, etc.
Goals. What do your customers want from life or work? Can your product help put them on the correct path?
Pain points. What do your customers struggle with? Can your product help your customer overcome these issues? If so, how can you show this via your marketing?
Motivations. What gets your customers going? Can you use this in your marketing?
Reasons they might not buy your product. Budget? Competing products? Do they like to buy online, not in-person? Minimise the walls between your customer and your product.
Personality and interests. Is your buyer persona an introvert or extrovert? Which social networks do they use? How do they spend their free time?
Once you have your categories, you can move onto the next step.
Find Information About Existing Customers
A buyer persona is only useful if it is accurate. Luckily, it isn’t difficult to get the data you need to build a buyer persona that closely relates to your customers. Some options for data collection are:
Use existing customer data. If you already have customers—even a small number—you know exactly who wants to buy your product. Any data you have on customers can be used in your buyer persona.
Check your site’s Google Analytics. This will tell you who is visiting your website. The people visiting your site are likely to be interested in your product.
Check your social followers. The people who follow your social accounts have an interest in your business.
Surveys and forms. While the above options can be useful for finding biographical data and interests, performing a survey can be a good option when digging into categories like goals, pain points, and motivations.
Fill in Your Template Using the Data
Once you have settled on a template and thoroughly researched your customers, you can put this together to create your buyer persona. Lay out all the information clearly and give your buyer persona a name. Be sure that everyone in your business has access.
Repeat for Other Customer Groups
Now you’ve filled in your template; you have a buyer persona. However, you aren’t finished yet. Most businesses have several different groups they are targeting their product at. For example, a travel insurer’s customers may include both long-term backpackers and families.
If this is the case in your business, be sure to create a buyer persona for each target customer. After all, different customers require different marketing strategies.
Put Your Buyer Persona into Action
The final step is to put your buyer persona to use whenever you conduct marketing activities. Your persona can help you:
- Ensure your ad spend is going to the correct place.
- Adjust your existing marketing content to appeal to the personas.
- Create new content with your personas in mind.