Every brand wants to sell its product or services to ensure its longevity and supercharge its marketing strategies, especially during a pandemic. Every marketing team is trying to ensure that they target the right audience to highlight their products or services.
In a world full of changes and a great diversity of people, how do you know which group of people will be ideal as a customer for your brand?
This answer has a name, and it’s called buyer personas.
What is a buyer persona?
Buyer personas are representations of your ideal clients based on data and research. It’s essential to have such a model for understanding your target customers’ needs better and coordinating your organization’s different pillars.
Driven by such data and research, having a buyer persona can help you attract higher-value visitors, convert them into customers more effortlessly, and retain them over time.
Also, figuring out your ideal customer’s characteristics will improve your content and product to be more targeted and valuable, resulting in a better customer experience.
Personas will help you have a more precise and focused vision that enables you to customize your efforts as you’re creating them.
But you may say: “Okay, so personas are crucial to my business, but how can I create one?”
The real answer here is that you need a lot of data to create one, but how do you collect them? Let’s find out together.
Where Will You Accumulate Information For A Buyer Persona?
As we mentioned above, the most crucial step in creating a buyer persona is collecting data.
Here are some of the sources which can help you have a well-crafted buyer persona:
Google Analytics
Google Analytics is probably the top place to gather information like demographics, gender, and much more about your website visitors.
To have such an analysis, you must connect your website to Google Analytics.
Having Google Analytics running, you can have data like:
- The keywords your visitors used to land on your website.
- The amount of time they were browsing your website.
- The number of visitors separated into different categories(social media, organic, email, etc.)
All this information is essential to understand your visitors’ behavior while on your website and know the keywords that drove the traffic to capitalize on them.
Market Research
The market remains a crucial element to understand your customers better and form the ideal persona. Great tools for this kind of scenario are surveys, feedback polls, live chatbots, and interviews.
Although these methods can be time-consuming, having more data will have an optimal return on investment.
You can add a feedback poll to your website, use tools to create surveys using your social media, or even send email campaigns and ask your audience specific questions. Especially when it comes to emails, there are many templates online with the ideal structure to achieve what you want as a marketer.
Having all this information from users who visit your channels can help you craft your buyer persona and make it more authentic.
Search for Reviews on Google
Feedback polls and surveys can be a great source of information, but your business’s simple Google search can shed light on newly uncovered issues.
Apart from learning what your customers think of your company, you will also find out your weak points, especially concerning your competitors.
There are many review sites available depending on your niche, which provide comparison reviews between companies.
Although facing your weaknesses might be hard to read, leverage this information to create a strong marketing strategy and get ahead of your competition before it is too late.
How Do You Create a Buyer Persona?
Now that you have gathered all the essential information, the next step is to create your buyer persona.
Here are the questions you need to answer to craft an accurate representation:
- Is your target customer male or female?
- Is your persona married, single, or cohabitating?
- Do they have kids now, or are they planning to have them soon?
- What is their age?
- What’s their income level?
- How much can they spend on your product?
- What are their five favorite social media channels, brands, and websites?
- How would they describe their customer experience with your brand?
- Where do they live in? Do they rent or have their own home?
- What are their responsibilities and recurring costs? A car, a mortgage, pets, etc.?
Going deep into answering all these questions will enable you to have your ideal customer based on data and research. Here comes the exciting part.
Marketing Message & Next Steps
After accumulating all this data on human profiles, we have an accurate representation of our buyer persona.
Based on that, our sales team and marketing team will form the message that would appeal most to your target customers.
Keep in mind that buyer personas are a work in progress, so return to add more characteristics when you have more data and tailor your branding to better correspond to your audience.
The Takeaway
Creating an accurate buyer persona will help you understand and connect more with your audience.
Understanding your buyers’ concerns and motivations will enable you to provide better solutions to their problems and become the ideal option above all others in your industry.
Until the next one, keep creating… buyer personas!
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Alex is a content writer at Moosend. He leaped faith in the digital marketing world from an architecture background and has never looked back. You will find him traveling in places around the world in his free time. Find out more on LinkedIn.