Ever wonder who is your ideal customer and how to create buyer persona around it?
Understanding customer and buyer behaviour is crucial for the success of your business. What’s also crucial is how to create buyer persona that best describes your potential customer.
There is no point in talking butterfly to cocoons. You have to understand who you are selling a message or product to and then curate it accordingly.
It is important to understand how to create buyer persona because it helps you understand your customers.
Let us look at the importance of creating a buyer persona.
- Easier to curate content according to the interests of the buyer
- Easy to understand their specific areas of interest
- Better chances of getting a conversion
- Personalized messages and content
- Helps to understand the negative persona or exclusionary persona
While buyer personas are the ideal customers of a product or service, exclusionary personas or negative personas are the ones who are highly unlikely to use your product or service.
Want to learn more about buyer persona? Read our blog!
Creating a buyer persona is important because sending the same email or message to all the contacts in your database is like searching for a needle in the hay. Moreover, it increases the chances of appearing spam.
Creating a buyer persona will help you segment your audience and cater to them according to their needs. We have already spoken about the importance of defining your target audience in our previous blog and had promised you that we will detail about creating a buyer persona. So, let’s look at how to create a buyer persona.
How to create buyer persona?
It goes without saying that creating a buyer persona starts with research. Surveys, interviews, and analysis must be done in order to create an apt buyer persona.
Research Your Target Audience
You must do a thorough analysis of the target audience. You must look for patterns and behaviours.
Look through the database of your contacts. It will help you uncover trends about how certain leads or customers find and consume the business content that you produce. When you create forms, which you use on your website, ensure that you are using the form fields that capture important persona information.
For example, if all personas vary from each other based on the company size then ask each lead for information about company size through these forms.
Also, always consider your sales team’s feedback on the leads they’re interacting with the most. What generalisations can they make about the different types of customers you serve the best?
To gather this information, try setting up a phone call or in-person interview with someone you like doing business with. Or are at least comfortable doing business with. This allows you to ask follow-up questions based on their previous answers to get detailed information.
Additionally, you can research customers you’ve had a bad experience with to learn which kind of people aren’t the right fit for your product or service.
You can quickly gather information from multiple people by creating and sending a survey email to the current subscribers.
The survey could ask questions
When do you open your email?
What kind of questions do you have about [Insert your industry name]?
What type of content do you want to receive from us?
And what challenges do you have to suggest?
After a year or two of using this research, conduct new research to refresh your buyer persona with updated information. This helps you stay updated with the latest trends and know the current status of the mindset of your potential buyers.
Whom To Interview?
Once you’ve finished your research, narrow down the results that you collect by finding the most common answers you receive from customers and subscribers.
Then search through the results to determine the most important details that will affect how you communicate with your target audience.
For example, if a majority of people face the same challenge then this should be an important detail to include in your persona.
Here is some of the information you should determine in this step.
- Demographics (age, occupation, etc.)
- Behaviours (skill level, interest in your product offering, how they use your product or service, what they read and watch, etc.)
- Challenges and interests
- Email preferences (how often they want to receive emails, when they open their emails, etc.)
The best way to write for and think about your buyer persona is to give them a name!
Assigning a name to your persona will remind you that you’re speaking to an actual person when you write emails and not just writing for the mass. This can help you create personalized content for each persona.
You can even take it one step further and find an image or photo to represent your buyer persona! This will help you ease the process.
Creating a buyer persona is crucial to make your selling game on point. It helps in ensuring that the content given out is relevant and helps in boosting the effectiveness of the message. It can also help in more conversion rates.
If you’d like to know more, please visit LeadMi!