What is a Buyer Persona and Why is it important?
You’ve probably heard the term “Buyer Persona” before; specially when talking about marketing actions and strategies. Also, you probably know they are somehow important to be successful on your marketing efforts. But do you really know what is a Buyer Persona, and why is it important?
What is a Buyer Persona?
A Buyer Persona is a research-based, semi-fictional but detailed description or profile that depicts a target customer. A Buyer Persona describes who your ideal customers are, and documents information like demographics, hobbies, behavior patterns and motivations. The more detailed the profile, the better.
The main goal is to create a profile of your ideal customer as if he or she were a real person, with information based on market research and real data about your existing customers.
Why is a Buyer Persona important?
A detailed and well-crafted buyer persona allows you to determine where to focus your time, guide product development and align the entire company. As a result, you will be able to attract the most valuable visitors, leads and customers to your business.
Buyer Personas, when research is done right, allows you to tailor and personalize your marketing messages. Thus, you can craft just the right message for the right customers, tailor your ads effectively, and empathize with your clients.
With a detailed Buyer Persona, you have a defined target customer.
Is one Buyer Persona enough?
When it comes to Buyer Personas, one size doesn’t fit all. You may need to create several Buyer Personas, since people are different from each other. This is normal and is common to have multiple Buyer Personas for a business or a company.
For example, the end user of your product are children, and they need their parent’s approval to buy your product. In this case, you’ll need different Buyer Personas: the children and each adult or parent involved in the process. Remember that each Persona should have its own detailed information.
You can’t get to know every customer individually, but you can create a Persona to represent each segment or your customers. Keep in mind that your customers are real people, so you should consider their needs and behavior when crafting your marketing strategy.
How can I use my Buyer Persona?
When you have well-crafted Buyer Personas, your company can gain key customer insights and cross-departmental alignment. This way, marketing, sales, product development, customer support and your entire company share the same view and information of your ideal customer.
You can use your Buyer Personas in several ways:
– Identify Leads by Persona:
With a well-designed Buyer Persona you can classify your prospects easily and accordingly. You can tailor every interaction, message, sales pitch and marketing materials, to speak and reach them in a way they’ll convert and buy.
– Product Development:
Buyer Personas can help your product development team to identify and prioritize changes to your product based on what customers need and want.
– Marketing Strategy:
This is a natural, since you need to know your target audience when creating marketing strategies. You need to stay focused and set up your efforts on the right way.
– CRM and Sales Funnel:
You can track your leads by Persona and nurture them through your marketing and sales funnel. This way you have marketing, communications and sales information you need for each Persona to convert them.
– Customer Service:
Personas can help your customer service team to understand what are the problems your customers really want to solve, and what can they do for them when things don’t work out properly.
How do I create a Buyer Persona?
If you want them to work and be useful, Buyer Personas need to be based on real information. You can start with your real customers, the people that really buy from you.
You can do it in 5 simple steps:
1. Do thorough audience research:
Learn everything you can about your current customers. Include demographics, buying behavior, interests, and all the information you can get. If you can, try to get the same information about your competitor’s customers.
2. Identify customer pain points:
What do they need to solve? Do they expect something in particular from a product like yours? Are they willing to do something special to be successful? You can monitor what people are saying about your product, your competitors and their customer experience.
3. Identify customer goals:
Try to find what are their goals, aspirations or the things they want to achieve. This can be personal or professional, depending on your products or services. What motivates them? What are they up for?
4. Know the benefits you offer
A benefit is how your product or service makes your customer’s life better or easier. It’s not the same as your product’s features, or what your product does. Think how you can help to solve their pain points.
5. Organize your information:
After you have completed your research, you need to fill in your profile. Give your Buyer Persona a fictional name, job title, age, home and other demographics. Remember you want it to be like a real person, but without being too specific. Keep in mind that a list of characteristics is not enough, you need to have a realistic description.
At the end, a Buyer Persona should answer these questions and have this information:
Read more about why you should understand Consumer Behavior and how you can do some consumer behavior research.
Buyer Personas can help you not only with your marketing strategy, but with your customer service and your product development. They help you understand your customers and truly understand how your product or service can really make their lives easier.
The goal of having Buyer Personas is to be able to humanize and personalize your communications and the way you reach out to your leads and customers. This is a powerful tool for your entire company, and is definitely a must-have.
Having a clear image of the types of people who benefit from your expertise, products or services, is critical to succeed when attracting and retaining customers.
If you’d like some help when creating your Buyer Personas, don’t hesitate to contact us!
We’ll be more than happy to help.