A buyer persona is a detailed description of someone who represents your target audience. This is not a real customer, but rather a fictional character who embodies the characteristics of your best potential customers.
You will give this customer persona a name, demographic information, interests, and behavioral characteristics. You will be aware of their objectives, pain points, and purchasing habits.
You can give them a personality by using stock photography. Some companies have even gone so far as to make cardboard cutouts of their buyer personas to give them a physical presence in the office.
The goal is to imagine and communicate with this model customer as if they were a real person. This helps you to create marketing messages that are specifically tailored for them. Everything you do will be guided by your buyer persona.
Just go through this video explaining buyer persona
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How to create a buyer persona?
A buyer persona can be created through research, surveys, and interviews with a combination of customers, opportunities, and people outside of your contact database.
Here are some practical ways to gather the information you need to develop a persona:
Look through your contact database to uncover trends in how specific leads or customers will find and consume your content.
Use form fields that capture important personality information when creating forms to use on your website. For example, if all your personalities vary by company size, ask each lead for information about company size on their forms. To learn about CTR click here.
The video below explains how to create a Buyer persona
Consider your sales team feedback, they are mostly interacting. What generalizations can they make about the different types of customers you serve best?
Interview customers and opportunities to find out what they like about your product or service. Now, how can you use the above research to build your personality?
Once you have completed the research process, you will have a lot of raw, raw data about your potential and current customers. But what do you do with it? How do you distill all the information you collect so that everyone can easily understand it?
The next step is to use your research to identify patterns and similarities from the answers to your interview questions, develop at least one basic personality and share that personality with other people. learn about analytics and research.
Here’s a step-by-step guide to building your buyer personas.
1. Fill in the basic demographic information about your identity.
If you want to find out more about someone’s demographics, ask them over the phone When it comes to personal information, some people are more comfortable giving it in
To make it easier for employees on your team to identify certain personas while they’re talking to prospects, provide some descriptive buzzwords and mannerisms of your persona that you may have picked up on during your talks.
2. Share what you have learned about your persona motivations.
Here you will distill the information you have learned by asking “why” in those interviews. What keeps your personality up at night? Who do they want to be? Most importantly, combine them all by letting people know how your company helps them.
3. Help your sales team prepare for a conversation with your persona.
Include some real quotes from your interviews that illustrate what your people are concerned about, who they are, and what they want. Then make a list of the objections they may raise so that your sales team is likely ready to address them during their conversations.
4. Craft messages for your persona.
Let people know how to talk about your products/services with your personality. This includes the nighty-gritty vernacular you use, as well as a more general elevator pitch that keeps your solution resonating with your personality.
This helps you to ensure that everyone in your company speaks the same language when communicating with leads and customers. Learn about AI chatbot.
Lastly, make sure you give your personality a name (such as Finance Manager Maria, IT Kim, or Landscape Harry) so that everyone is internally referred to in the same way, allowing cross-team compatibility.
On Whom to conduct Buyer persona research?
1. Use your current customers.
Your current customer base is the perfect place to start with your interview because they have already purchased your product and are engaged with your company. At least some of them can give an example of your target personality.
Do not talk to people who like your product and want to spend an hour (how good it is) about you. Customers who are dissatisfied with your product will show you other models that will help you to develop a strong sense of your personality.
For example, you may find that some of your less happy customers have ****** teams and need more collaborative activity from your product. Or, you may find that their product is too technical and difficult to use. In both cases, you will learn something about your product and the challenges your customers face.
2. Use your opportunities.
Interview people who have not purchased your product and do not know much about your brand. Your current opportunities and leads are a great choice here as you already have their contact information.
Use the data you have about them to find out who fits your target audience (i.e. anything you collect through lead generation forms or website analytics).
3. Use your referrals.
Especially if you are moving into new markets or have no leads or customers yet, you will probably need to rely on some referrals to talk to people who fit your target personalities.
Use your network like your co-workers, existing customers, social media contacts to find the people you want to interview and introduce. It can be hard to get a large number of people this way, but you can get a lot of high-quality interviews from it.
If you do not know where to start, try searching on LinkedIn for people who fit your target personality and see what results are associated with you. Then, contact your regular contacts for contacts.
4. Use third-party networks.
For interviewers who are completely fired from your company, there are some third-party networks that you can recruit. Craigslist allows you to post ads for people interested in any kind of job, and UserTesting.com allows you to run remote user tests (with some follow-up questions).
You have less control over the sessions running through UserTesting.com, but this is a great resource for a quick user test appointment.
Now that we know how to identify interviewers, let’s look at some tips for hiring them.
Conclusion
Your buyer persona should be at the forefront of your mind every time you make a decision about your social media content. or It’ll help you develop a relationship with the real customers these people represent, which will increase sales and brand loyalty.
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