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Please raise your hand if you’ve ever felt that your buyer persona is everyone in your target market?

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When you target everyone, you are targeting no one because your focus is not narrowed to your potential customers who are more likely to become your users, and therefore you are targeting no one.

However, building a marketing persona is not an easy task because it requires a lot of customer based research and finding to be able to build on the right persona and set up a marketing strategy.

Well, there’s good news: Creating a buyer persona doesn’t have to be that daunting. With the right template and tools at your disposal, you could easily create a visual representation of your target and potential customer — all without a technical design program, huge budgets, or hiring a contractor.

Download the free Buyer Persona template, and we’ll walk you through on how to use it right now in this very blog post. When we’re done you’ll know exactly how to create an ideal buyer persona that will be a fictional or generalized representation of your ideal customer.  Ready? Let’s dive in.

How to Build a Buyer Persona that rocks!!!

Before delving into building a buyer persona, it is important to understand why you need a buyer persona

Buyer personas are fictional, generalized representations of your ideal customer. It’s an avatar that helps you understand who you are selling to and help you map out customer based content tailored to their specific need according to their buyer journey.

Buyer persona helps you understand your customers and establish the demography of people you intend to reach and the different types of customers you are likely going to meet.

Consider the generation cohort of baby boomers, generation X, and millennials. These different generations may want the same thing but for different reasons because of the difference in age and experience. Their buying process will definitely be different.

Having a persona helps you use the language they can relate to which will assist you in building a marketing strategy that customer-centered.

Take, for instance, if your target audience is people over 50 years old age, then it makes sense to design a site with a larger text.

If you are considering organic search which is about persuading people with the specific intent to believe you can fulfill their needs. Building a buyer and marketing persona allows you to speak directly to their needs as early as possible, even in your page title and meta description

Do you know that the CEO of Amazon, Jeff Bezos leaves a chair empty at meetings to signify that the customer persona is in the room listening to the decisions they are making.

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Jeff Bezos, CEO of Amazon

Even at Experian, they developed a character and placed her on banners throughout the office and in the company newsletter to keep their customers on top of their minds.

At AirBNB they have a section of the office with the personas in storyboards on the wall along with illustrations of those of personas going through the user journey.

If big known brands could take time to create, understand and build on their buyer personas, it means that it is a vital tool in marketing.


FEATURES OF A PERSONA

A persona has distinct features identified based on user experiment to give birth to a single entity that represent these users. And as such, a persona must have a descriptive name and is meant to represent someone that exists:

Descriptive Name & Photos

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A descriptive name is used because a persona has to be associated with its attribute and an image to make it easy to remember and remind the team of the attributes of such a persona. You can see persona like Marketing Mary, Busy Bob, HR Tina Manager, Founder Patrick, etc.

Those adjectives and roles help marketers have a vivid image of the persona to help them build on product development, service, or content marketing that will resonate with such a customer persona.

Demography

You must identify the demography of the persona you are targeting. This is quite important especially when you want to run ads, the demography is key to great ads targeting plus it will determine your content style and diction.

Persona-demograph

Let’s look at the different demographic cohort.

There is the baby boomers that are defined by the post-world war II era, and then the generation X are the dot come bubble while there is the millennial that happen to be the apple, smartphone kids.

These are the different generations who may need the same thing for different reasons and finding those reasons and addressing it in the language they understand is key to building a connection that will give a boost to your marketing effort.

Background

The next thing is to identify their job or career path. These will help you understand who you are talking to directly.

Is the persona a CEO or a Marketer, sports lover, or wild cat lover? Are they the decision-maker or can they influence a potential customer’s decision? This is another way of qualifying your leads

Personal Story/Day in their life

personal-story

You can also research and write about their experience, communication preferences, and personal story. These will help your product development and marketing strategy to be more customer based. As a result, you can offer them products/ services/content that will help them stay on top of their game because you understand their challenges and motivation.

When building your sales copy, your description of their life before and after using your product or service can be used in your sales message in such a way that it will resonate with them

Goal

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Identify the goals your persona is trying to achieve so that you can position your product/ services/ contents toward achieving those goals.

Challenges/Pain point

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By understanding the challenges your persona is experiencing and creating marketing content that addresses those challenges, your business will capture their attention the moment they feel you are speaking directly to them.

Information Search Process

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Another thing to research is how your persona consumes information and what platform they hang out a lot, that way you can focus more on your effort on those platforms. This will greatly improve your content and marketing strategy.

You can use it to learn which brand your buyer loves and their technical know-how. Knowing that can help you use content like social proof, testimonials, social media and referral program to drive conversion.

Common Objections

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What are the objections your persona may be having? What will make them not want to buy from you?

Identify the reasons why your persona may not be able to buy from you. It could be that for example in B2C industrial, your location is far and therefore persona might not be able or have time to commute to your location.

If you identify that, you find a means to get the product to them by offering delivery services either free or paid.

Another reason could be that a persona may not be able to convince his superior to buy the idea, that way this will help you develop a content (statistics, social proof, case study, tutorial, written, video, etc) that they can use to convince their boss on why they should use your services.

Quote

persona-quotes

Some marketers consider quotes for a persona as a way to drive home a personas mood or feeling about his problem, common objection, and wishes.

What we can do

Based on the information you have gathered about your persona, write down how you are position to help them achieve their goal or overcome their challenges.

Marketing Messages

From that, you can identify your marketing message that you will use to describe your solution to your persona

Elevator Pitch

The research made towards creating a persona can be used to sell your solution to your persona in your marketing and sales message.

People with the persona attribute will feel connected to your message, they will feel you are speaking directly to them because you understand their problem and you have positioned your business as a solution provider through your website, content, product, services, etc.

I am sure by now you will be wondering where the heck you can find all these information about a buyer persona?

We will be looking at different ways you can gather this information.

Download the free Buyer Persona template,

Where to source for information

One way of getting information is through research, surveys, and interviews of your target audiences. These include your past customers, prospect, and stakeholders.

You can interview your customers either in person or over the phone to find out

  • Why they bought from you
  • What they like about your product
  • What they think should be improved, added, or removed from your products or services.

I listed my business on an online business listing site that connects buyers to sellers. I tested their business model from the perspective of a buyer and then a seller and I discovered that their business model favored established businesses more than a start-up with few customers which I happen to fall into that category as of then.

Meanwhile, the business model was mostly targeted at small business owners, start-ups, freelancer etc.

One of their sales reps contacted me to find out why I didn’t proceed with my registration on their site and I explain my experiment and findings to him.

This company can use such findings to fill the gap or update their persona because that is an objection a target persona will be having and interviewing me helped them identify the gap.

So you can do the same not only from people who buy from you and also those who did not buy from you. Find out why they preferred your competition over you so that you can use the information gathered to improve on your business.

Another place you can get more information is your contact database. Use it to uncover trends about how certain leads or customers find and consume your content

Next place to get more information is implementing social listening and monitoring strategy. Identify forums that your personas are likely to be in, keywords your persona are using to search for information relating your offer.

Social listening and monitoring technique will help you research users and their behavioral patterns in their natural habitat, more often than not this will help you discover the various types of customers available at your disposal.

Tools such as Sysomos, Radian6, Google trend, Followermonk, keywords planners, etc., are some of the tools you can use to monitor and research your personas. Analytics can help you track the content they engage more with.

Data on sales, calls, returns, reviews, users, and transactions of all types can be leverage to give parameters and color during the persona development process.

Public data is another way of gathering information relating to your persona. Most social media platforms have segmented data like Facebook insight, Google consumer barometer, and others.

Research your industry and competition to find out information about their users.

You can use all the information gathered about your persona to identify trends among users which will be used in building your persona. After that, you can build up a story or storyboard about your persona.

Let’s look at some of the persona of big brands

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Hubspot buyer persona.

buyer-persona

Creating a buyer’s persona for your business or brand cannot be overemphasized, that is why big and successful brands pay to have experts research and develop the ideal customer persona that will adequately represent their target customers.

The truth about crafting a buyer’s persona for your business is that it will help you ascertain your potential customers, and if you’re able to target them through a customer-based marketing strategy you will definitely convert some of them to paying and loyal customers like we earlier agreed “if you’re targeting everybody, you’re targeting no one”

Having a buyer’s persona will equally help refine your product development process so you can come up with products and business ideas that will tally with the needs of your target customer persona.

Statistics have shown that businesses that employ the buyer’s persona concept tend to have more sales and conversions than those who don’t. This is because using the data and statistics from buyer’s persona they are able to retouch their marketing strategy, content marketing, and product development to be more laser-focused towards their potential customers which tends to lead to more conversions.

There are different variation of a buyer persona depending on your industry.

Are you ready to build a buyer persona for your business now?

There are different variation of a buyer persona depending on your industry.

Are you ready to build a buyer persona for your business now?

Download this free Buyer Persona template to get started