A Buyer Persona Will Help Your Business Target the Right Audience
The purpose of a marketing campaign is to market your business’s services and products to a target audience. This audience is specifically targeted because they represent potential consumers that are likely to convert whenever they see one of your ads. After all, if you aren’t marketing your business to potential consumers, you likely will not be able to sustain your business on organic traffic alone. However, how can you market your business if you have not identified a buyer persona?
This buyer persona is key to the success of any marketing campaign. While marketing to a broad audience can be useful, it does not lead to near the conversion rate as creating ads tailored to specific audiences. Some consumers are more likely to complete a conversion over others. Not everyone is looking for your product or service.
That is why a buyer persona is so crucial. You need to identify this audience. When you have completed that, you can better craft messages to said persona to increase the likelihood that your ads will perform well.
Tech Critic has years of experience creating well-thought-out buyer personas that allow us to maximize the effectiveness of our marketing campaigns, helping us grow businesses.
What is a Buyer Persona?
At its core, a buyer persona is a semi-fictional depiction of what your ideal customer is, based on quantitative and qualitative data and research.
This persona is not just something you create out of thin air. You must use concrete data amassed from market and competitor research and preexisting customer profiles, which will help you focus your time and resources on qualified prospects. This persona should have demographic details (age, sex, location), interests, behavioral traits, and even spending habits.
With the help of a buyer persona, you will be better able to attract high-value consumers that are more likely to turn into leads and eventually turn into returning customers. More importantly, however, having a well-crafted buyer persona will drive content creation, product development, sales, the voice of your brand on social media, and so much more.
Crafting a Buyer Persona
Creating a buyer persona is not something that you can do quickly. It takes careful planning and research to craft an effective persona that you can utilize to grow your business. Through research, surveys, and interviews from former customers, potential consumers, and those who might not align with your target audience, you can start creating your buyer persona.
To collect this information, you can:
- Go through your contact database to look for consumer trends about how leads or customers found and consumed your content
- Utilize forms on your site that collects vital persona information
- Reach out to your sales team for feedback on the leads they engage with; are there any generalizations they can make?
- Conduct interviews or surveys to gather information about what consumers like and dislike about your products or services and how you present them
Conducting research will help you collect useful data about current and potential customers that you can use to create a buyer persona. Tech Critic has provided some steps you can use in creating your buyer persona.
1.) Establish Demographics
One of the very first things you need to do when creating your buyer persona is to establish demographic information. When you are conducting your research beforehand, ask questions about demographic details, such as:
- Income level
- Marital/family status (are they married, and do they have kids?)
- Education level
- Spending habits
- What they do for a living (job title, job level, industry)
Remember, some people may not be comfortable sharing this information, so do not press everyone.
More than likely, you will notice trends in the types of consumers your business attracts. These trends will be the start of your buyer persona.
When collecting this information, try to come up with some descriptive buzzwords, mannerisms, and behaviors you have noticed during your research. This information might help your team identify certain personas to target.
2.) Identify Consumer Pain Points
When we say pain points, we are talking about the problems or issues that potential customers are trying to solve. For instance, if you own a roofing company, your target audience might be looking to fix their roof following a hailstorm. Find the issue they are trying to solve and look to see if any obstacles are stopping them from reaching these goals.
One of the best ways to do this is through social listening (turning to social media to hear what consumers have to say). Monitor what consumers are saying about your brand, the products or services you offer, and your competitors. Doing so will give you a clear look at what people are going through and what problems they are trying to fix.
You can even reach out to your customer service team (if you have one) to see if there are any questions or problems they run into frequently. By identifying consumer’s pain points, you can tell potential customers how your business can help them.
Not only will identifying pain points help you come up with solutions, but it will also help you learn what goals consumers have. These goals might directly correlate to your business and the products or services you offer.
3.) Identify Influences and Information Sources
How do your customers find news and information? Who do they trust, and where do they go to learn about a business? Answering these questions will help you identify the journey of the ideal customer.
This information will help you discover the appropriate channels you need to use to target this audience. Look for:
- What blogs they read (if they read them)
- What social networks they frequent the most
- If there are any social media influencers they trust and look up to
- What print or digital media they consume
- What events (whether physical or digital) they are most likely to frequent
This information will help you put your business in the appropriate areas to ensure that your target audience is more likely to see and engage with you.
4.) Define the Buying Process
One of the most vital steps in creating your buyer persona is understanding your consumer’s buying process. How do they go about deciding to buy a product or service? Understanding what goes into a persona’s decision-making process helps you better target ads to persuade consumers into making a purchase.
Learn how they react to ads about your business or competitors. What goes through their head when they see them? Are there messages they respond to better? How frequently do they buy a product or service? What stops them from making a purchase?
Use this information to create ads that help guide a consumer in the right direction.
5.) Create Your Persona
Once you’ve gone through the process of collecting information, you will likely recognize some common characteristics. The majority of your consumers might fall within the same age group, income level, education level, marital and familial status, and more. You also might find out that you have more than one persona. That is okay. That means you need to segment them.
Once you have identified these characteristics, make your persona. Give them a name, a job title, a home, and other features that fit the ones you most commonly found. Treat them as if they were a real person.
Include information that you might find on a dating profile or job application. Do not forget to include pain points and goals. Incorporate their interests, the media channels they most frequent, and behavioral traits.
Remember, not every customer (past, current, or future) will match every characteristic, but this persona represents your target audience to you. It allows you to treat them as humans, instead of just data.
When making decisions, you can turn to your buyer persona and treat it as a human to come up with real solutions.
Creating a buyer persona is no simple task. It takes careful preparation and research to collect and organize information in a manner that helps you create a persona. Fortunately, Tech Critic understands the importance of these personas and how they can best serve your business. Give Tech Critic a call today to grow your business.