You may have heard of the term buyer’s persona before, however you may not completely get what it means. Don’t worry it’s not something every business probably knows about, but it is an element of inbound marketing that you should become familiar with. Essentially buyer personas are fictional people, but they represent your ideal customer based on analytics, trends or data you’ve collected.
There can be multiple buyer personas for your business so it is only a matter of creating those “individuals”…and that my friends is what we are here to guide you through.
Step 1: The Wonderful World of Collecting Buyer Information
Although the buyers you are creating may not be real, the information that they are based off of is. Every great marketing campaign, idea or outline will be based off of information that either your customers offer or staff provides. So whether you create a form that asks the questions you need answered, analyze customer trends or talk with employees and the interactions they have with consumers, you will be able to get an idea of who these buyers really are.
Step 2: Constructing a Buyer Persona
As we mentioned before, you can create as many buyer personas as you want, but in order to do that you will need to make sure the right questions are answered through the collection tactics mentioned above. Once you have collected enough information you can really start to shape together your buyer. The more well rounded the persona you create the easier it will be to market products/services or fine tune the type of customer service they receive. Here are a few key elements your buyer persona may want to touch on.
- What is their age?
- Are they married?
- Do they have kids?
- What is their education level?
- What is their income?
- What is their job role?
- What is a normal day like for them?
- What tools or products do they use in their job?
- What industry do they work in?
- What are challenges they face in their role?
- What service or product purchases do they often make?
- Where do they purchase these items?
These are just a few examples of the type of questions you will want answered by the buyer you create. Why? Because knowing their home and work life along with challenges and trends will help you help them. Say you’re buyer persona has a challenge in the workspace, if you are able to provide that solution more directly you will most likely become your buyers new best friend, which will more often than not lead to a long-term customer/business relationship.
Step 3: What to Do With These “People”
Your buyer personas are meant to be a guide. Whether you use them to fuel your next marketing campaign or create a new structure for working with customers, your buyer persona will give yoru brand and staff a clear vision of what they want and how you can provide it to them. The great thing about buyer personas is that they are meant to help both sides achieve their goals, whether in simplifying a service they currently use or offering a product that will better suit their wants and needs.
So, if the time has come to really kickstart your inbound marketing efforts start collecting that data and creating those buyer personas for a useful and throughout tool for your staff and brand.