The effectiveness of your advertising is heavily dependent on your ability to determine to whom the advertising is directed. If you know who your customer is, you will focus all of your advertising efforts on capturing that ideal customer, as the chances of success are higher.
We discussed the Buyer persona and its importance in establishing segmented marketing strategies in our article “How to use touchpoints within your customer journey map“; we also saw the importance of this Buyer persona. Remember that the Buyer persona is a fictitious character created from the reality we know about our customers; it is a representation of the ideal customer, describing all of the characteristics of the customer we want to serve.
Once we’ve established this Buyer persona, we can devise specific strategies to reach them based on their preferences, trends, tastes, values, and so on.
In this article, we will discuss the most effective way to create your Buyer persona.
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Discover the secret to creating your buyer persona
Much has been said about how important it is for a business to understand its buyer persona and the benefits that come with identifying the characteristics of that ideal client who is waiting for us to offer them our goods and services for them to be purchased because that client already has the means to do so, but how do we build our brand’s or business’s buyer persona? As you can see, creating Buyer personas is more than just describing someone you believe represents your client’s ideas; it is a process, but don’t worry if you don’t know what it is; if you read to the end, you’ll learn about those well-kept secrets and much more.
The 5 Steps to Create a Buyer Persona
Research Preparation
The research team determines the research objectives, the research boundary, the target audience, and the survey question format with which it will collect customer responses at this stage.
The type of person to survey depends on the research objectives, but it is generally recommended to survey people who have already purchased the product or potential customers who meet the criteria established in the planning.
If the survey is qualitative, you will get more specific answers that can guide future strategies. You can do this via e-mail or through surveys included on your own page; choose the one that allows you to reach the most people.
If the survey is quantitative, you can conduct it using tools like Google Analytics or any other tool that provides the information you require.
Determine the questions to be asked.
The survey created by the digital marketing consulting agency will be based on the planning objectives. To facilitate further analysis, group these questions by characteristics.
One approach could be to identify four or five characteristics, such as demographics, staffing, consumer habits, and so on. Some of these questions may include the following.
Characteristics of the demography:
- How old are you?
- What is your gender?
- Where do you reside?
- What is your education level?
Personal characteristics:
- Are you the head of your family?
- What are your objectives?
- What are your professional objectives?
- What are your most significant personal challenges?
Consumer habits characteristics:
- Do you prefer to shop in person or online?
- What are your top brands?
- What are the channels through which you interact with your favorite brands?
These are just a few examples, but the model you create must be tailored to your specific needs and circumstances.
Data analysis
Once the data from the surveys have been collected, it is time to analyze it. To accomplish this, you must enter the results into a database, perform statistical analysis, and analyze them. You can create tables, trend graphs, averages, and so on.
This analysis will provide you with the reference patterns you seek, as well as the characteristics of your buyer personas upon which you will base your strategies and marketing advice. For example, if you determine that the majority are young professionals, chances are they prefer Instagram, but if you include a direct question about the medium they prefer, you will be able to corroborate this by combining the answers.
It’s both an art and a science.
Create your Buyer persona.
With the data you’ve collected and analyzed, you already have the tools to create your Buyer persona, which you’ll do by combining the various samples and data you’ve collected.
Consider your Buyer persona to be a real person; you can even give it a name! A name that allows you to speak to him or her in a personal manner and is representative of his or her characteristics, tastes, and habits.
Because we’re treating the buyer persona like a real person, try to describe what a typical day looks like for that person using the data you’ve gathered. What would leads do during the day? where would they go? and what would they do? so that we can gain a better understanding of their habits and customs and better serve them with our product or service.
Now, it is time to get to know your buyer persona!
Your team should be very familiar with your Buyer persona. Make a presentation to everyone, and if you haven’t named it yet, you can ask the team to help you choose one so they feel more connected to your avatar.
Allow everyone to know their history, characteristics, habits, and customs, as well as who they are, where they live, what social networks they use, and much more, so that everyone understands that this is the person to whom you will offer your services or products.
If you have decided to have more than one Buyer persona, the company must be aware of all of them. An outreach campaign would be ideal for letting everyone know who they are and how important they are.
Knowing your Buyer persona will help you build customer loyalty, as Jeff Bezos, CEO of Amazon said, “We see our customers as guests at a party where we are the hosts. Our job is to make the customer experience a little better every day.”
