For most businesses, knowing their customer is easier said than done. In a world full of attractive products, loud advertisements, and pushy salespeople it can be difficult to get noticed. Thankfully, with the inbound
What is a Buyer Persona?
Simply, a Buyer Persona is the term used to describe the fictional and generalised representation of your business’ ideal customer. It’s an almost foolproof way to make sure that you are targeting the right people, at the right time, with the right content.
Buyer Personas are created based on market research, business insights, and personal knowledge about your business. These three factors will help you to create a robust set of Buyer Personas that can easily be applied to each of your customers - which, depending on your business, you could have as few as one or two, or as many as 10 or more.
Why your business should be using Buyer Personas?
Initially, it may be difficult to see the value in trying to study your customers, but Buyer Personas give you the chance to understand who your customers are. They allow you to personalise your message and target your marketing towards the different segments of your audience.
Overall, this means that you’re able to create and distribute content that is not only relevant to your audience but provides value and encourages them to come back for more!
Let’s say, for example, you run a computer repair workshop in the City Centre. You’re wriing blog articles on a weekly basis that talk about industry problems, full of jargon and technical language. While 'Programmer Paula' eagerly waits for each piece on a weekly basis,'Technophobe Tim' has no idea how to pronounce half of the words used, let alone understand what it says - which could lead to him moving on to another business for answers. While this blog provides use to Programmer Paula, giving her the reassurance she needs as a freelancer. Adapting the language, or even creating a separate blog altogether could encourage Technophobe Tim to enquire about your services.
How can you begin creating a Buyer Persona?
As mentioned, to build accurate Buyer Personas for your business you will need to bring together three different pieces of information about your customers;
- Market research - This will be industry research of the ‘typical customer’ teamed with surveys and interviews of your target audience.
- Business insights - Taken from your social pages, website analytics, and revenue statistics, these will specify who exactly your customers are.
- Your personal knowledge about your business - When it comes to your business, you're the one that will (more than likely) know exactly who visits - think of your favourite customer, why are they your favourite? How much do they spend? What is their background?
Successful businesses understand how to help their customers. With the Buyer Persona process, you’ll not only understand how to help your customers but also how to keep them coming back with content that they’ll find valuable.
To make the whole thing a little easier, we’ve created this FREE Buyer Persona eBook that covers the Buyer Persona process in more detail - including a template that’ll help you to break down each section into manageable pieces.