Buyer personas are basically representations of your ideal target
customers based on your research and data. You can use them to guide the
development of the product, keeping your target market in mind. This can
help create more efficiency and even have a positive impact on your
results. You will be able to attract high-value clients and leads that
you can retain for a long time.
For any business owner, a deep understanding of buyer personas is
necessary before you develop products. Through this article, you will
know how to create buyer personas for your brand.
Different Buyer Persona Types
Before you begin work on creating your own buyer personas, it is
important to learn about different buyer personas first. You can use
them and adjust them according to your business plans.
You should note that there isn’t a universal set of buyer personas that
brands can choose from. There aren’t even standards for personas that
you have to keep in mind. This is due to the fact that each business is
different, even from its competitors, and as such, each business’s buyer
personas will be unique.
Since all personas are different, creating new ones for your business
can be understandably challenging. Companies do create similar
categories for the buyer personas, though. You can always tailor the
number of personas according to your business model and customers.
How to Create Buyer Personas for a Company?
You will need to use a mixture of surveys, interviews, and research to
collect enough data to build your buyer personas. You need to include
different prospects, customers, and anyone who aligns with the target
market for the brand.
There are some practical steps that you can take to gather the
information for buyer personas:
Go over your contact database to find patterns and trends on
customers and leads. You need to learn how they come across and
consume the content you are offering.
Form fields can be used to get vital information through your
business’s website. For example, if your personas are dependent on
location, you should make sure to ask every sample about their
location and proximity to your brand.
Take the feedback from the sales team into account when it comes to
what kind of leads they interact with the most. What kind of
generalizations can you note about the types of consumers you are
Interviewing prospects and customers about the services and products
can help you gather data.
So, now that you have all the information you need, how do you use this
research to create your ideal buyer personas? Let’s find out.
The research process offers raw data on current and potential consumers.
The goal is to get information from the data that is easier for everyone
to understand enough to create personas from. The next step now is to
use the data you have to identify the commonalities and the patterns
from the customers’ answers to your survey questions. You need to create
a primary persona and then share that with your staff.
You can follow the steps below to learn how to create buyer personas for
Note Down the Basic Demographic Information
Questions about demographics should be asked through your interviews,
surveys, and questionnaires. You can also use the website insights
through Google Analytics to gain some insight into customer
demographics, too, since some people may not be comfortable with sharing
this type of information.
You should also have some description mannerisms and buzzwords for the
persona that you may have noticed during your conversations. This can
make it easier for you to identify the personas of your customers while
you are talking to them. For example, people may mention your storefront
in the Bronx frequently. This can imply that your customers may come
from that neighborhood.
Focus on the Motivation of Your Customers
You can learn a lot about your target market when you focus on their
motivations for buying your products. Generally speaking, you should be
asking the "why" questions here. What do they want to achieve in life?
What bothers them? Why do they want to be the person they want to be?
You need to tie all of these larger questions back to your company and
see how your brand can assist them through these issues. For example,
customers may complain about their health issues.
Your company could be the one that bridges the gap between access to
healthcare and the needs of your customers. Another example could be
financial issues that may be bothering your target market. This can
imply that your target market doesn’t want to spend big money on your
Prepare the Sales Team for Conversations with the Buyer Persona
You can use quotes from the interviews you have gathered that help to
show the sales team who your personas are, what they are concerned
about, and what they want from life. You can prepare some objections or
queries they may raise so that the sales team can prepare how to
properly address those concerns when they speak with the customers.
Design Messaging Based on the Persona
Teach your staff how to talk about the services and products with your
created personas. You should be focusing on the vernacular and jargon
that needs to be used. You should also create a general quick elevator
pitch that helps to frame your services in such a way that the personas
will relate to the messaging.
This will also help everyone use similar language when they have
conversations with customers and potential leads.
Create a Name
The last step in creating personas is to give them a name. For example,
Landscape Lincoln, Manager Marty, or IT Ivan. This will help because
everyone in the company will be on the same page. It creates consistency
when making presentations or even when designing marketing plans.
Buyer personas help business owners and staff understand their target
markets on a much deeper level. This ensures that the entire team knows
how to properly work with, support, and target customers in the most
efficient way. You will be able to improve your conversions, reach, and
loyalty by approaching your target market in this manner.