There are several tips, guides and online help to create buyer personas. There was a blog related to How to Create a Buyer Persona for Digital Marketing where the aspects related to creating buyer persona were extensively covered. Buyer personas helps you understand your customers better and understand what makes your prospects tick and how will they be attracted to your product/ service.
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It is believed that strong buyer personas emerge from market research, social media monitoring, focus groups, internal brainstorming sessions, surveys and feedback from your actual customers. The number of buyer personas that a business can have totally depends on the size and offerings of a business. There can be as few as 2-3 buyer personas or as large as 8-10 buyer personas. I want to take you to take a step further. What happens after you have created buyer persona? Once you have identified buyer persona, the next step is to leverage that information with super targeted messaging and content.
How do you know if you have a complete buyer persona?
- What is the role of the buyer in the company?
- What kind of companies do these buyers work for?
- What is the buyer’s gender?
- What is the buyer’s age group?
- What does buyer do for fun?
- What is the household income of the buyer?
- What social networks do buyers prefer?
- What are the buyer’s pain points?
- How do the buyers prefer to communicate?
Once you have a buyer persona ready, you will have answers to the following questions:
Make a list of the following:
- Pain points of your buyers
- Most common questions that they have when making a buying decision
- Support that is required at different stages of their purchase
What happens after you create a buyer persona? I have listed a few ways you can use buyer personas.
1. Share the buyer persona with other teams
The buyer persona is meant for not only the marketing team. Once finalized, the information must be shared with everyone in the organization. For example, if your sales team is aware of the likes, dislikes, habits and preferences of your most likely buyers. The designer will have a better understanding on designing as per the users’ preferences. It can serve as a key input to the finance team indicating how much people in that persona are likely to spend.
2. Use it as an input for editorial calendar
You understand your buyers well and that can help you to plan your content and prioritize it as per different personas. You don’t need to create new content but use old content as per the buyer persona that you have created.
3. Work on a lead nurturing strategy
It is critical to understand how your leads can be nurtured. Do you know if your buyers like to be contacted by email or can covert better if approached with Facebook re-targeting? Use the campaigns to nurture the leads and address the pain points for each buyer persona.
4. Refine your marketing channels
Once you know your buyers well, you’d understand the marketing channels that work most effectively for your buyers. For example, your buyers might visit Twitter more than Instagram or use LinkedIn more than Facebook. You need to use the buyer persona information wisely.
5. Refine your website content
Now that you understand what your buyers require, you must fine tune your website content to address the requirements of your buyers or prospective buyers. You can improve your design, content and CTAs to address the greatest challenges of your prospective leads.
Do you need help to create buyer persona for your business? Let’s get started right away.