The term buyer persona is used to designate the archetype of your company’s ideal customer defined by socio-demographic data. The representation of the type of person you are trying to reach out to with your brand.
The purpose is to fully understand who your customers are in order to identify their needs. By knowing more precisely what general profile of customers you are targeting with your brand, it will be easier for you to adapt your offer, service, and personalized content.
Ignoring all buyer persona steps means taking the risk of offering non-meaningful content for the targeted clientele, and/or attracting a clientele that does not correspond to the product or service offered.
Why define your buyer persona?
By putting yourself in the shoes of your ideal customer, you will be able to understand what attracts them. Identify what they like, what they don’t, what are their habits, behaviors, etc.
Through your product or service, you must meet their needs or find a solution to their problems.
Personas will intervene at all stages of your marketing strategy. Indeed, when you have a clear idea of your prospect’s sensitive points, all you need to do is create a suitable strategy to sell your products and services.
How to collect the information?
Demographic: Socio-economics will help you gather information about the physical and tangible characteristics of your customer such as age, sex, location, income, etc.
Psychologic: Make use of market research to obtain quantitative data about anything related to your audience's conscious needs, motivations, beliefs, or habits. To do this, you can submit forms, do focus groups or interviews.
Cognitive: Most importantly, do not forget to study your clientele's feelings, behaviors, and unconscious preferences with consumer neuroscience. Collect qualitative data on which kind of content they are engaged with or what type of ad attracts their attention.
What kind of information you should collect?
We recommend you limit yourself to 3 personas. Everyone wants to sell their product to as many people as possible, but it is important to be specific and prioritize your main target to reach them more easily.
Here is a list of a few things you should always add to your buyer persona template. However, do not forget that each business has a different purpose, which means that you can always adapt the template to your needs.
Identity: Indicate the same kind of information you could find on your personal ID papers. Name, age, gender, location. Then dig a little bit deeper and define his family status and level of education.
Professional life: Depending on your target audience, this part might need to be a little bit more detailed, specifically for B2B and B2C businesses. What is your persona’s profession? Job title and level? Income?
Beliefs and values: For instance, it could be a good idea to know if your buyer persona is part of a particular political party, or has specific religious beliefs.
Goals and interests: What are the goals of your persona? What does he want to achieve in life? What is he interested in? What does he do during his spare time?
Needs: By identifying the goals and interests you will more easily find what are your persona’s needs.
Pain points and challenges: Do not hesitate to identify the obstacles that your persona could encounter. These few key pieces of information can help you later create a sales pitch that will meet the objectives of your persona and overcome the obstacles. Talk about their struggles and fears.
Media profile: Identify your leads’ favorite communication channels, and how they influence their purchasing decisions. Who do they follow and trust? What kind of event are they interested in? In this way, you might be able to zero in on how your target customer should discover about your brand.
Purchasing process: This section you be about how your target customer makes buying decisions. This insight will amplify the buyer’s journey and sales. How frequently do they buy the product or service you are offering? What stops them from making a purchase?
Thanks to this buyer persona, your prospects will have no more secrets for you. You can now develop your marketing strategy accordingly and convert your potential customers into buyers!
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