When you set up a business, not only do you have a product or service that you are ready to provide other people, but you also have an idea of who these people would be. After all, you developed your offering because you feel that others would have a need or cultivate a desire for it, and that they would pay good money to own or experience it.
Knowing who your target customers are is essential in your goal of effectively marketing your business. And there is one tool that can help you zero in on the specifics when it comes to your buyers, and that’s called the buyer persona.
Here are important questions that you need to ask as you explore the ways that buyer personas can help you attain your business goals:
What is a buyer persona? It is defined as a semi-fictional representation of your ideal customer, which you can create with the help of real data about the customers you already have and valuable information gleaned from market research.
Why is it important to my business? When you have a clearer picture of who your venture is particularly catering to, then you are in a better position to align your content and your marketing campaigns toward consumers who are most likely to buy what you have to offer, and you will thus be able to increase not just your sales but your new and existing customers’ satisfaction as well. The insight that buyer personas can give you can help attract only the most valuable leads, visitors, and eventually, customers to your business.
How can I begin creating buyer personas? Learning how to make a buyer persona (or several, as there can be more than one) will not lead a marketer to any single correct way of doing so. Generally, however, the process will include these steps:
Profiling the persona. You should identify the age, gender, financial situation, lifestyle, profession, buying habits and decisions, purpose, educational background, interests, and other similar factors wherever possible. But keep in mind that you should create a core persona first before you move on to the next, so you can clearly see the difference between the core persona and the other variations, and develop marketing strategies for each, separately.
Building a negative persona. Business owners tend to forget that they should be giving equal attention to the creation of a negative persona — a buyer who would not be interested, or would no longer continue being interested, in your business, at least in the development phase. This way, your company will know not to use or build campaigns for specific audiences who will never be actual customers.
Utilizing relevant behavioral and demographic data. Aside from the basic profiling categories mentioned above, it’s also important to zoom in on more telling characteristics of the buyer persona. So pay attention to how a persona would spend his day, how he uses media, what his definition of success would be, what problems he faces on a regular basis, etc.
Knowing your buyer persona’s customs, behavior patterns, motivations and goals, as well as their preferences for consuming and engaging with content, can guide you in creating more relevant content that can effectively inspire people to buy from you and spread the word about your products and services to other consumers in a variety of ways.