Understanding a buyer’s persona

Buyers Persona

Looking to sell that new product created on the market? Here’s a checklist of information needed to understand a Buyers Personato make selling this product easier.

What is a buyer persona?

A buyer persona is a semi-fictional representation of your ideal customer based on qualitative and quantitative market research and real data about your existing customers.

Why is it important?

Understanding specific buyer persona will help us make better decisions about where and how to target this type of customer and keep in mind that personas can be super highly detailed or pretty broad. It all depends on what you want and how targeted you want to get.

So who can benefit from a buyer persona definition?

Buyer persona definition can be important beyond marketing; influencing many different processes across the company.

Product development teams for example can craft a product road map to match the needs of audiences, and also marketers use buyer personas to improve the strategies and tactics.

Think about it: keyword research or developing ad copy or creating great content becomes much easier when you know how the persona thinks and acts.

Sales teams for example can understand customers’ pain points and challenges to polish their sales pitch and understand which product or service aspects to highlight.

Customer support teams can enhance the service they provide by knowing in advance about the range of problems and challenges that customers are facing right now. 

The point is: the more we know about a specific persona, the more we actually know about our customers.

So how can we use buyer persona for strategic marketing decisions?     

9 out of 10 if you are watching this you’re a marketer, right so you’ll be interested in knowing how a persona exactly is can help us make better marketing decisions.

Well first of all it helps us do way better customer segmentation.  A buyer persona can add powerful details that will help crush their goals and turn strategy into leads or better yet conversions.

 Second, we can really tailor a personalized brand experience for the persona and that is extremely important. If we know the personas pain points we can create specific content messaging offers that will actually solve the real needs of the person that’s on the other side of the screen and lastly, strong persona modelling will help us to find and identify where exactly the high-value leads are. Knowing where a specific crowd of millions of our target personas hang out provides insight into which platform we can use to actually reach them.  

We have found from our Persona Based marketing results:

  • 100% Increase in page views per visit.
  • 900% Increase in site visit duration
  • 171% spike in marketing roi

How do we create a buyer persona Template?

What kind of data do I need? How do I actually form the persona?

First of all start with giving your buyer persona a name and the photo like what has been done. It makes the persona even more real.

How do we create a buyer persona Template?
What kind of data do I need? How do I actually form the persona?
First of all start with giving your buyer persona a name and the photo like what has been done. It makes the persona even more real.

 So first the basics as usual: Demographics, gender, Annual income, location, This is the info that helps you target decision makers or users of actual products or services, today we can dig even deeper into psychographics: their values opinions, hot button topics and other info that defines their global conversations.

Never forget that marketing is powerful when it helps address a specific pain point or a problem. Layer in the types of music or topics your customer listens to. Who they trust and the platform they spend the most time on. Now we’re really getting to the core of who our persona is and remember we are targeting thousands or even millions of this specific type of personas out there.

The icing on the cake: we get to examine how our persona makes actual buying decisions. This insight in fact rounds out the buyers Journey. We now understand so much about our buyer’s persona and the things that trigger them to act; it almost makes it too easy to market to all the similar personas out there

Where and How to find the data to create a buyer persona?

There are two main routes: the first one is market research, the second one is existing customer data. Let’s start with data collection from existing customers:  try interviewing them, people are not as shy as they used to be about sharing their ideas and opinions, try with interviews, filling out forms on your website, one on ones group discussions, anything just reach out because people are now ready to have these types of conversations

You also may want to offer some incentive such as an extra perk, a discount, gift card, early access to new products or other stuff. This is definitely going to help.

This can also help you take a very hard look in the mirror seeing flaws as exactly as they are described from someone who’s using the website and that hasn’t thought of it in the beginning when it was created it is gonna give you such great insights on flaws that you would have never seen, so here are the 3 main points to remember

  1. What you want to ask for: customer’s pain point’s challenges, obstacles, goals and values. All of this is critical information.
  2. How and who to ask, Google analytics, Sales team, the users themselves. All of these are viable options.
  3. What to do once you have the info: Combine google analytics insights along with Fb audience insights data and what you got from your team and our persona really starts to take on a human form.

Step 1-Market Research  

Explore the audiences of the biggest industry players with tools like market explorer. Use Market explorer to identify the biggest industry domain in the country or countries where you do business. This powerful tool will automatically determine the domains industry and build a market overview that quickly shows a list of the biggest market players within a given location one by one choose websites from the list to get the data on the audience’s average age and gender. Next up is to discover in market audience interest the market. The market audience interest table in the market explorer will give you an idea of related topics of interest for the shared audience: more pieces of the persona and the market puzzle to play with. By uncovering what the audience is really interested in you can first of all determine new partnerships and collaborations with resources and domain in related areas or add specific offers to the product or even make design and cta’s tweaks in ads and across the site, to boost conversions.

Step 2 -Identify the audience overlaps with other industry players or potential partners. This information helps us understand how much the audience of the competitor or a partner overlaps with ours. When we see an overlap in unique visitors with a competitor’s website we can be sure the audience will be intrested in the service and products that we’re tasked with selling. The audience insight report within the traffic analytic shows how many unique visitors browse both potential partners and competitor’s websites. 

Step 3 – learn how the target audience finds the competitors sites. Through traffic analytics Journey report this is where competitors take their traffic from.  That’s it now we have a perfect picture of who our buyer person is or where in the market we can go and find thousands and millions of personas, just like them.

How you can use the buyer Persona to sell more?

The relationship marketing funnel process is all about planning and one of the crucial parts is asking some of these questions that will help you fine tune you’re online and offline marketing. This information is the easiest to obtain and it really helps to start personalizing your buyer persona.

   What is the job level or seniority level of the person you are trying to reach?

 Knowing the seniority level and what role level that person holds within the company will help you target your messaging specifically to that person’s pain point, and specifically to what their needs are. When identifying a buyer persona let’s talk about

 What a day in their life looks like let’s put some adjectives to describe them when we talk about.

  • What do they do before, during work and after work?
  • How much time do they spend in their car at the office at home?
  • What kind of television shows do they like?
  • What kind of books do they read?

By asking yourself some of these questions you’re really starting to put a personality to the person. What they like what makes them tick. Some of the nuances in their day really affect their buying decisions

What is the pain point of the buyer?

What problems are they having in their daily life that we can help them solve?

What solution are we offering up to our buyers to solve a pain point for them?

We’re in the business to solve problems so what solution are we offering up to our buyer persona that will help solve their pain point in their life.

You are an adult education university you offer up programmes in the evening one night a week. A buyer persona that you’re trying to target may have a pain point that, they may have a family and full time job, but they really wanted to go back to school to do the master’s degree but they’re not really sure where to start.  Maybe they’re not even sure there’s a one night a week programme that’s even available.  You know that their pain point is. They are hesitant potentially to go back to school.  They’re nervous of what to expect maybe it will get in the way of the family and career that they currently have by understanding what their pain points are. You’re able to specifically target your messages to those individuals to let them know that you’re there to solve their problems now that we know the pain points that our buyer persona has,it’s time to talk about some of the goals they have. What does your buyer value most in their life? We can assume by using the same examples before that our buyer persona really values success they value their family they value bettering their life and their family’s life. So we can target messages specifically on things they care about not on the things they don’t.

Target messages to what they care about., we want to target our messaging on things that are going to help them reach their goals by connecting with the goals what your buyer persona values most they’ll know what they’ve met their match that you completely understand what their target is and their goal is and that you’re there to help them reach it now that we know the pain points of the buyer and the goals and the goals of the buyer persona now it’s time to ask ourselves where are they going to find information?

  • Where does your buyer go to find information? 
  • Are they asking their family members and friends for advice?
  • Are they searching online on google?
  • Are they going to social media sites?
  • Where are they going to find out information to address their pain points?
  • Where are they searching for what is going to help them reach their goals?

 Knowing where your buyer persona is going for information will help you understand where exactly to market and highlight your business; next question to ask yourself is all about the experience.  What is your buyer persona expecting to happen when they’re searching to buy your products and services?  You want to make sure that you’re aligned and that you’re buying process is aligned with what they’re expecting to have.              

Are they expecting to have a personal phone call?

Are they expecting to have their questionnaire or the signup process right on your website?

Make sure their experience is what they expect to happen. What kind of questions or objections are going to come up through the buying process, you want to make sure if you can anticipate some of the questions that are going to be asked that you are already addressing them online you can have them as blog articles so each topic let’s say we’re using the same example talking about the college or university may be one of the questions will be how much does the college cost you can list out your pricing right on your website so that answers that question. So another question can be how much time is this course going to take? make sure you’re listing out those answers right on your website they ask you to answer by answering the questions that are already gonna come up potentially in the buying process you’re just overcoming objections don’t be an affair to answer any and all questions right on your blog it’s only going to improve our search engine optimization and it will allow people to know like and trust you because they know that you’re gonna be open willing to answer all the questions they have. now we’ve asked all the questions to identify our buyer personal its helpful to put a photo of a person we are trying to attract give them a name and add adjectives describe who that person is the way you would describe a friend, by knowing exactly who you’re trying to target it really helps you customize your message at the same level as your persona it really helps build that relationship and helps your marketing process both online and offline

                What is the most common objection to your product or service?

                 Answer potential questions on   your website or blog    

  • Align your processes with buyer expectation.
    • What experience is your buyer looking for?
    • What does your buyer value most?
    • What is the job level or seniority level of
    • What is the day in the life of your buyer our buyer?
    • Plan Develop marketing blue print for success

Who is your ideal client? in general, what we find with a lot of companies is they don’t have a very good grasp on who this client is and what they’re all about. So what we need to understand is

What do they need (what are the problems what do they require)

When and where do they need it

How can you help? How you can actually go about helping them.

These are the questions we need to ask ourselves about the customers’ inorder to fully understand them.

1st thing to do when looking at different customers and who to market to, we define that is we identify our buyer personas.           

When a new client comes to you onboard before going into any sort of methodology or uses of platforms is spent significant about of time helping them figure out these personas.

The persona that you create needs to be based on real data of a person’s profession income. You get that from talking to your actual customers with very little assumptions made. Mostly real data.

Speaking to customers in real-time always helps. Speak to them about what they’re after, what is their business, their goals their problems, and particularly when we are building content online to offer solutions to these problems, through blogs or articles online using this methodology.

We can attract strangers through key word, blogs and social media, become regular visitors through filling up forms and call to action and getting them on landing pages, converting them into leads by email signaling the work flow and later become our customers through events social inbox and smart content,         

One of the first things people do when they go online is they google their problems       

  • I don’t know how to drive traffic to my web site
  • I do not know how to convert traffic on my web site
  • I don’t know how to sell product xy or z

Build your buyer persona by collating a complete list of problems that these customers face. You won’t need to think about topics for your blogs, because you now know and you can identify those problems, optimize your blogs around those key words related to those problems and what you will see is really good results in clients who engage with your content subscribe to your content and allow you to go to the next level.

One way is to get into significant detail of your buyer persona

Give them a name a profession, no of years of experience, size of the team and company they work for, what is the educational qualification and designation in the company age marital status kids/no kids, what are their goals they have career-wise                        

Seemingly redundant information gives us a well-rounded perspective of a persona both professionally and personally when we blog we try and address all issues a person may be going through for example blogs on work-life balance, what to do with the kids in the summer?

In order to sell to your customers efficiently, you need to be able to come with 50 to a hundred challenges that they may be facing in their professional as well as personal lives, and if you can’t, you do not understand the people you are selling to and if you cannot then It is recommended that you speak to them and ask them to tell you what’s going on in their business the real problems they’re facing what are the numbers that they are looking for? these are the things we need to get them to understand if we want them to engage with our content and our company,  

  • Where do they go for information?
  • What does it consist of?
  • Who are they influenced by?
  • Who do they follow on twitter?
  • Who are the people they look at on linked in?  

Once we know all this we can move to the next step of actually putting our marketing strategy in place.

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