In marketing, it’s always critical to have a customer-centric buyer persona. A buyer persona is how you’re going to identify, attract and engage potential clients. There’s no industry where a buyer persona isn’t relevant to marketing.
You can give your brand an edge over competitors when you understand your client profiles.
So, what exactly is it?
A buyer persona is a somewhat fictional representation of who you see as being your ideal customer. The persona includes information like their age, demographic details, interests, location, pain points, and previous buying habits.
When you create these personas, they allow you to put all of this information into a single profile, but you aren’t limited to just one. You might have several, especially if you have multiple products and services.
The following are some of the important tips to keep in mind for the creation of a persona for your ideal customers.
1. Do Your Research
Conducting research is the most important and also the first step to take when creating personas. You’re collecting data about prospective customers. As you’re gathering data and information, think about who would want to buy from you. Why would they?
Who else might be involved in decision-making, and what information would they need to make that decision?
To find the information for your initial research, you can look at your social media analytics, Google analytics, and your customer database, and you can get customer feedback. You can also work with your sales and marketing teams and conduct customer feedback and satisfaction surveys.
2. Think About Where You Hope to Grow
It’s important when creating buyer personas to think about your current customers, but you also want to consider where you hope to grow your company.
This is what’s going to help guide you in the direction of the people you haven’t yet snagged.
Look at who you’d like to work with in the future and do similar research on them, the challenges they’re facing, what they’re interested in, and what their lives are like.
3. Don’t Underestimate the Importance Of Your Own Analytics
Briefly above, we touched on the concept of your own analytics as you’re building personas. You can’t underestimate the importance of these. You’ll find some of the most definitive data on ideal buyers through your website analytics, as well as data from your social media ads and your PPC campaigns.
Look through your reports from these sources and pay attention to the people who are clicking your ads.
When you’re looking at your site analytics, compare the pages your visitors are looking at the most and for how long.
4. Segment Your Personas
The research phase of creating personas is the most time-consuming, but when you’re done, the work does continue, although it’s less labor-intensive.
One thing you’ll want to do is segment your personas. You can start to organize your information and, from there, decide how many personas you’re going to have. You don’t have to cover everyone right away.
5. Name Your Personas
Naming your personas is important. That helps make it personal for you. Then, you can start to write down the information you discovered about the personas from your research.
Pay particular attention to how old they are, their job title, and where they live. What are their hobbies outside of work, and what are their career goals?
For personas, the more information you have, the better in most cases.
You might want to start out with free writing, which is like brainstorming. Give yourself a set time, like 20 minutes as an example, and write down everything you know about the persona.
Remember, the more real your persona, the better for marketing. You’ll be able to tailor your marketing closely to your real clients, and the more personal the connection between them and your brand, the better.
6. Consider Negative Personas
When you’re taking on the larger project of developing buyer personas, you also might take some time to create negative buyer personas. Your buyer personas are your ideal customer. A negative persona or exclusionary persona is who you don’t want as a customer, on the other hand.
For example, you might not want customers who are too expensive for you to acquire. This can be for a number of reasons, such as the low average sales price or the high likelihood they’ll churn.
Knowing what you don’t want can be as important for your personas as what you do want and helps further customize and tailor everything you do in your marketing.