Understanding your target users’ or buyers’ persona isn’t just about knowing about their needs and wants, but also about accompanying them at a very psychological level in their journey of finding the right product or service that could be able to satisfy them by solving one or some of their problems related to anything, like cooking, eating, sleeping, working, traveling, or anything. This helps a business owner determine where to focus their time, guide product development, and allow for alignment across the organization.
What Is a Buyer Persona?
A buyer persona is nothing but a semi-fictional representation of your ideal target buyer. It’s a hypothetical figure of your buyers that takes into account everything imaginable about them including their demographics, behavior patterns, motivations, and goals. By knowing in detail about their potential buyers, business owners find it easy to design and devise products, or include those specificities into an already conceived product that would be easily liked by their target customers.
Buyer personas are an essential component of any inbound marketing campaign. With this in hand, your marketing strategies and efforts never lose focus from their goals!
Here is a list of the essential information about your target buyers that you need to compile while creating a buyer persona:
- Background: Name, Study, Designation, Marital Status, etc.
- Demographics: Gender, Age, Income, Address, etc.
- Goals & Challenges: Personal and Professional
- Hobbies & Interests: Reading, Sports, Traveling, Watching Movies, etc.
- Fears: Related to anything or everything.
There is just one rule to create a buyer persona: know as much as you can about your potential buyers!
Why Creating a Buyer Persona Is Important
Buyer personas drive sales. Those who adopted it earlier in their marketing strategy are showing significant boost in ROI in comparison to the late comers or the ones who never adopted. These stats will give you a more clear picture:
- Using buyer personas made the websites 2-5 times more effective and easier to be used by the user.
- Ads targeted on the user behavior are twice as effective as non-targeted ads.
- Applying buyer personas in email marketing increases email open rate by 2 times and click-through rate by 5 times.
- 93% of companies that exceed lead and revenue goals report segmenting their database by personas.
- 90% of companies that adopted buyer personas in their marketing strategies claimed to create a clearer picture of who their buyers are.
- 44% of B2B marketers are using buyer personas and this is supposed to reach 83% in the near future.
Benefits of Creating a Buyer Persona
The major benefits of having a buyer persona are in numbers some of which are:
- A Targeted Sales Approach: By knowing your target audience, their set of beliefs, buying motivations, and their personality traits, business owners can better target their audience by communicating in their language, customizing content for each persona and distributing the content using their preferred channels.
- Increased Efficiency: A buyer persona helps marketing efforts become more efficient by minimizing business’ wasted time, effort, and money.
- Enhances Product Development: If you are going to be offering new services or products and want to be as successful as possible with them, referring back to your buyer persona will be extremely helpful during the development stage.
- Lead Generation: All sales and marketing efforts are directed towards one ultimate goal: to keep the sales pipeline full. With a clear picture of your buyers in mind, you can save your wandering for searching your potential buyers.
- Identify ‘Negative’ Personas: The most important thing in maximizing the output of your sales and marketing efforts is to identify the customers you are not targeting. Your buyer persona will always focus on the people who are your actual potential buyers.
How to Create a Buyer Persona? [A Video Guide]
Researches, surveys, and interviews are the way to creating a buyer persona. That includes a mix of customers, prospects, and those outside your contact database who might align with your target audience.
There are various methods for gathering information, some of which are:
- Looking through the contact database to uncover how certain leads or customers find and consume your content.
- Include the most important questions in the form of fields on your website.
- Consider your sales team feedback on the leads they are interacting with the most. This will give you an idea about the upcoming demands and expectations of your potential buyers from your products.
- Interview your prospects in person or on phone, and contact them through emails as well. Try to discover what they like about your products or services and what they don’t.
- Use analytics to read about the patterns in consumer behavior.
After gathering information from all sources, you can start creating your buyer persona.
The video below will teach you how to create a buyer persona and what are the things that you should keep in mind while preparing one.
It’s a bit long video, but not much long. Having spent 15 minutes watching this explanatory video, it’s a guarantee that you’ll start creating your own buyer personas without any hitch. The video will teach you the following things:
- What is a buyer persona?
- Why are they useful?
- Why should we build a buyer
- Objective of making a persona
- Prerequisites of creating a buyer persona
- Methodologies to build a persona
- How to use personas for promotion?
Now that you’ve learned how to create buyer personas, please let us know your suggestions or if you have any doubt on creating a buyer persona in the comments.