How To Develop And Use Buyer Persona?

What is a Buyer Persona?

A buyer persona is a detailed description of someone who represents your target audience. This persona is fictional but based on deep research of your existing or desired audience. It also called a customer persona, audience persona, or marketing persona.

You can create a customer persona to represent your digital customer base. You’ll give this buyer persona a name, demographic details, interests, and behavioral traits. You’ll understand their goals, pain points, and buying patterns. You can even give them a face using stock photography or illustration if you want — because maybe it’s important for your team to put a face to a name.

Basically, you want to think about and speak about this model customer as if they were a real person. This will allow you to craft marketing messages targeted specifically to them.

What Makes a Good Buyer Persona?

1. They’re accurate.
2. Personas require solid research. Even if you’ve been in business 50 years and think you know everything there is to know about your customers, going to the source is the only way to get the truth.
3. They’re succinct. You want your personas to be thorough, but you can easily drown yourself in data. Admittedly, we’ve been guilty of this in the past, logging every single piece of information about them (e.g., What podcasts do they listen to? What’s their pet’s name?). While these details can paint a picture of a person, they don’t really speak to their core needs and how you can serve them.
4. They’re useful.There’s no point in doing all the work to create personas for them to just sit in a doc somewhere, forgotten. This is one reason why brevity is so important. If you can create clear, distinct, and distilled personas, you can use them in your day-to-day content practice.

How to Create Buyer Personas in 4 Steps

Do thorough audience research

The buyer persona you create for your company should be based on real-world research and not educated guesswork. Here’s a basic demographic study that will help you learn more about your buyer or audience persona(s).

You can collect demographic information over the phone, in person, through online surveys, or using social media analytics tools.

Consider details like:

• Age
• Location
• Language
• Purchasing power and buying habits
• Hobbies
• Challenges
• Stage of life

Find out which social media platforms your target audience uses

You need to use the appropriate social media marketing channels to communicate with your customers — otherwise, yous strategy simply won’t work.

Identify your customers’ needs and challenges

The next step is to figure out the specific challenges and pain points of your customers. What challenges are stopping them from reaching their goals?

One of the best ways to find out this information is to engage in social listening and social media sentiment analysis.

Identify your customers’ goals

Your customers’ goals are just as important as their pain points. For best results, your social media strategy should be well aligned with your audience’s aspirations.

You can base your assumptions on your business model.

Understand how you can help the customer

After you have made detailed notes of the challenges and goals of your buyer persona, you will have a clearer image of how your products and services can help. This is when you must really list out all the benefits you can offer to the customer rather than the features of the marketing products.

What is the impact of Buyer Persona?

A better understanding of your customer

Imagine you’ve just met a person and you want to establish a pleasant conversation. Maybe you agree that you will be more likely to accomplish that if both of you share common interests, right?

In the relationship between your business and your customer, the same occurs. Once you have a complete profile of your ideal client, you will be more likely to be empathetic, and your prospect will feel you really understand and want to help.

Higher efficiency

Directing your Marketing efforts towards a persona will help to save time and money. You will have a higher chance of reaching people who have the exact problems your product or service is meant to solve.

More persuasive approach

Because objections are a natural element of a negotiation, you must be prepared to clear up your prospects’ doubts.

However, if you have a persona in mind, it is also possible to predict issues that may come up and cover them, for example, in blog posts, ebooks, and case studies.