Marketing has turned from being an art to being a science. With over 625,000 new businesses being registered monthly, getting the attention of your ideal has become more hectic. The consumer journey has changed from being a generalized one to being a content tailored one to suit the prospective consumer depending on where they are on your marketing funnel.
A buyer persona, also known as marketing persona, is a fictional generalized character that builds a picture of your ideal and largest markets.
Importance of creating a buyer persona
1. Knowing your ideal customer helps you during the marketing and sales process. Knowing what they want helps you bridge that gap for them. This information becomes crucial when coming up with a marketing campaign. Instead of spraying and praying, you get to land on your ideal prospects. This might take some more fine-tuning though.
2. Content creation- Content marketing is what either makes or breaks your marketing campaign. Consumers hate being directly sold to and thus prefer making a decision based on the content that a company provides. This in turn has made the consumer journey more complicated.
3. Product development- Knowing the pain points of your consumers, helps you in coming up with the perfect product and service experience for your consumers. By asking them what they want and how to improve your product, you get to build brand loyalty as well as be one step ahead of your competitors.
4. Acquisition and consumer retention- When a client feels that their needs are being met and their expectations surpassed, they are more likely to become repeat clients and refer your products and services to their family, friends and colleagues. And research shows that repeat customers generate 65% more profit for businesses as compared to new customers.
5. Marketing channels- Knowing your ideal client helps you in identifying the best online channel to get to them. Different generations prefer different social media channels and thus one size cannot fit them all.
What do you consider when preparing a buyer persona:
A buyer persona should contain two parts:
The demographic of the buyer
The psychology of the buyer.
Demographical factors include:
This is inclusive of the age, gender,family situation, annual income, education level, interests of the persona.
Location- In location you should consider where the buyer persona lives as well as the excluding location. That is where do people from this persona not live.
This is inclusive of the job industry of the persona, job title, company size( this is mostly for B2B businesses).
Source and influences
Where does this persona like getting their information from. What do their subscriptions include? This mostly includes blogs, websites, journals, conferences, books, magazines.
Psychological factors include:
Values and goals (identifiers)
This is important especially if you are marketing to millenials. Know the characteristics of your ideal buyer persona. What drives and motivates them. Know their deep needs which includes feeling like a part of a community.
Everyone faces challenges. Knowing the pain points of your ideal consumers. Remember that at the end of the day, your product and/or service should help get rid of a pain point and make life a little bit easier. Know their fears and that which they can’t solve on their own.
As stated earlier, the buyer journey has become longer and complicated. With several touch points before finally committing to a client, it is easy to lose a prospective client in the process. Get to know your persona’s role in the purchasing process, how often they buy, their buying motivation and concerns .
How to gather information on your buyer persona
Creating a buyer persona takes time as you need concrete and factual information that will help you in coming up with the right perosna. Below are some tools that you can use:
1. Facebook Insights
For those who have a Facebook page for their business, the insights page will help in giving you much-needed about your ideal persona. You will be able to get information on:
Age and gender, lifestyle, relationship status, education level,job title, page likes, top cities, countries and languages, frequency of activities, household income, spending methods, online purchases.
2. Google Analytics Audience Reports
This report captures the buyer’s process from the moment they land on your web page to the point where they either become a client or drop out. The report is comprehensive as it offers reports based on: demographics, location, behavior, devices used, channel source of those visits.
3. Use of research, surveys and interviews
If you are still new in your business or are planning on starting one, this would be a good way of collecting information. You can create forms to use on your website or interview prospects and customers over the phone.
4. Use of software services like similarweb or compete to analyse traffic of your competition.
This is effective if you do not have time to conduct interviews or create surveys for your clients. This method enables you to get information from a different perspective.
5. Use of your contact database
By doing this, you will be able to uncover trends that you might have previously overlooked or ignored. You get to know your clients in a deeper way as you have all the information with you.
Preparing a buyer personal is important in every business as it will help with the ROIs and ROAs. If you have any more ideas that will help contribute to the above discussion, feel free to in the comment section down below.
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