September 29, 2017
A buyer persona, as most of us know, is very important for a company when it comes to narrowing down the target audience and getting a deeper understanding of what your audience is looking for.
A buyer persona will help you connect with your customers. Your company USPs matter the most when it comes to sales and a little less when it comes to inbound marketing. Now, to create content and write articles, infographics, newsletters etc. you would need to have a buyer persona in hand.
When you create a detailed buyer persona, you get to know a buyer inside out right from his preferences to his challenges. The next thing that you should be doing after creating a buyer persona is strategizing your content marketing plan in a way that your content reflects your understanding about the pain points of the audience you are targeting.
And for any type of company, there won’t be just one person you would be targeting as a buyer – a single industry caters to more than one type of buyer. A web development company, for example, would target different buyers like creative directors, designers, account managers, project managers, CEOs of the design company etc.
Are you targeting a group or are you targeting a person?
As obvious as it is, we all know that each and every customer has a preference that is both unique and different from the preferences of other customers. And when it comes to owning a huge amount of data, it is impossible to figure out a marketing strategy for every customer individually.
Hence, it is mandatory that you do customer segmentation after extracting meaningful insights from the customer data that you have collected. And customer segmentation should be based on this:
- User behavior
The demographics include age, gender, income, marital status and ethnic background of an individual user.
The psychographics include activities, attitude, personality and values of an individual user.
User behavior is detected by benefits, usage rate, preferences of a user and this can be detected through various user behavior tracking tools.
The geographics of an individual user comprises of his location locally, regionally, nationally and internationally.
How to create a buyer persona
The mandatory steps that you need to take before creating a buyer persona:
- Extract meaningful insights from customer data.
- Analyze user behavior.
- Customer segmentation in accordance to customer data and user behavior analysis.
- Hold surveys to build a relationship with your customers by getting to know them better.
- Interviews with your customers to know the good experiences they had with your products/services as well as the bad experiences that some of the customers had.
- Also, if you’re in business for a long time, then you’ll have your customer’s details with you which can be helpful in creating buyer personas for your business.
Suppose you own a Web development outsourcing firm that caters to design and digital agencies. In such a case, you would be targeting creative directors, account managers, project managers and CEOs. So what you ought to do is create a separate buyer persona for each of them – Creative Director: Jason, Project Manager: Harry, Account Manager: Alice and CEO: Kate.
Now if you intend to get projects from the agency Jason works for, this is how his buyer persona i.e. the buyer persona of a creative director should look like:
- Jason’s job designation: Creative Director
- Jason’s age: 35
Jason’s job responsibilities:
- Develop concepts for various campaigns
- Keep the clients updated with the progress of their project
- Present out the storyboarding or concept of design to the art directors and the designers
- Lead various projects
- Assess and make mandatory changes in the project
- Manage the creative team
- Sign off the projects before shipping them off to the client
Skills Jason must possess to be a creative director:
- Concept creation
- Sound communication, presentation, interpersonal and leadership skills
- Ample knowledge of digital, graphic design and related software and tools
- Video editing and copywriting skills
- Basic knowledge of coding
Industry Jason works in: Web Design
Tools used by Jason:
- Adobe Photoshop Light
- Clique University
Jason’s reporting manager: CEO
Who reports to Jason:
- Art Directors
Challenges faced by Jason when he works:
- Finding the right outsourcing partner
- No in-house web developer
- Late Project Delivery
- Post-delivery issues
Size of the company Jason works for: The Company Jason work for has more than 200 employees and generates an average revenue of $200,000 yearly
How does Jason learn new things that would benefit his company: Jason reads various blogs on web design and keeps in touch with fellow designers on social media
Location of Jason’s company: New Jersey, USA
Now after you have gathered enough information about Jason, what you can do next is create content that would attract a 35-year-old creative director, Jason, based on everything from his preferences to the daily challenges he faces as a creative director.
One of the best tools to create a buyer persona is Make My Persona by HubSpot.
Build an empathetic relationship with your customers by analyzing their behavior on your website and getting to know their preferences by thoroughly analyzing the collected customer data.
Creating a detailed buyer persona would eventually boost your ROI through clear marketing strategies and sales pitches that are targeted towards the needs of the audience. However, a buyer persona won’t remain the same as time passes by and new technologies and trends come up. And that is why it is necessary to stay updated with the latest trends.
Nick Patel is marketing head at WebbyMonks, agencies' most preferred Front End and WordPress development partner. He pens down his knowledge and experience on WordPress, digital marketing and Web design. He loves to explore cutting-edge technology in the digital world. When not writing for technology, you can find him fishing, shooting with his camera or brewing coffee. Feel free to connect with him on Twitter and LinkedIn.