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How (and Why) to Create Buyer Personas

One often overlooked aspect of marketing is the concept of a buyer persona. A buyer persona is a fictional representation of your customer. It uses data to generalize the types of people that are looking to buy from you — and who you’re looking to sell to.

 

Buyer personas are often skipped or forgotten in an effort to hurry up and get on with the “work,” but this can be a mistake. Think about it: if you don’t know who you’re trying to sell to, how are you going to sell to them? And having a detailed buyer persona can help you get these customers to you and your product.

 

Here are some helpful tips on how you can create a buyer persona for your business:

 

Keep it general. Your customers will range in age, background, interests, and ethnicity. While they may be very different in some ways, if you study them, you will see a pattern emerge. This pattern will help you to determine your buyer persona and then encourage the traffic that fits your business.

 

The persona will change over time. It’s normal for buyer personas to change over time. This can be due to a change in the economy, politics, or what is popular. It can also be attributed to the fact that when you first start creating a buyer persona, you don’t have as much data on your customers as, say, a few years down the road. For this reason, you’ll want to keep adjusting the buyer persona as you collect new information. Don’t just work on it once and leave it that way for years.

 

Keep these key points in mind:

 

  • Use first person to relay the buyer’s situation. For example, instead of saying “The buyer has children and a full-time job,” try “I struggle to find time to do anything for myself because I have two kids and work full time.”
  • Identify the buyer’s main problems and goals. Be as specific as possible here so that you can then formulate how your products or services can help them.
  • What are the buyer’s main objections to your product or service? Many people assume it’s price related, but that’s not always the case.
  • Think of their burning questions. By considering what they may ask, you can be prepared to give them answers.
  • Figure out his/her preferences for social media and content. What platforms do they use? How do they use them? This will help you to understand what voice you should have when writing content.
  • Brainstorm search phrases he/she may use. By doing this, you can make your products or services more likely to appear in search engines, driving the right kind of traffic to your website.
  • DON’T focus too much on the individual customers you have. You may find some very interesting people, but Buyer Personas are all about the generalized whole so that you can attract the right kind of customer that will continue doing business with you over time.
  • However, it’s a good idea to name your personas. Some people even add photos. This helps your team “speak” to the right person when creating marketing materials and campaigns.

With a strong buyer persona, the path to attracting customers that will love your products (and keep coming back) makes more sense. Contact us to see how we can help you create the buyer persona that fits your business and help you gain customers that will keep coming back.