Creating buyer personas is perhaps one of the most important skills that every marketer needs. It shows an understanding of who you are trying to target as a business. Buyer personas represent your entire target audience. Who are they? What do they do? How much do they earn? What do they expect from your business? How do they spend their free time?
You can create buyer personas by using professional data management services in the UK. The data you collected from your sales is a good start to understanding who your customers are. Having a deep understanding of your customers will help you create the right marketing strategy, content, promotions, product development, and anything that relates to customer acquisition and retention.
How Do I Get Information About My Customers?
You can create buyer personas through interviews, research, and surveys. Do not filter out the people who you want to interview. Make sure to include different demographics and lifestyles in your sample interviewees. This gives you a wide range of personalities and characters to decide from.
How Do I Start Creating Buyer Personas?
The first thing you need to do is to create a form to fill out with your customers’ information. Make different forms depending on the information you have on them. Some samples of forms are a basic information form (background, demographics, and identifiers) and a “problems” form (goals, challenges, and what the business can do to help).
The “problems” form is what’s going to help you create a buyer persona effectively. You have to know what keeps your customers up at night. What do they think about at night? What are their goals? Are there any problems with their jobs? What are these problems? For example, an employee is kept up all night because their boss keeps on bugging them. The customer is so stressed out that it’s affecting their productivity. They are losing sleep. They’re not eating well.
What that customer needs is to relax. That’s what you can do to help this particular customer. You need to offer a way for this customer to relax. If you’re in the business of health and fitness, you can come up with a yoga and meditation classes specifically designed against work-related stressors. Now, think of a way to market your new product or service. How do you reach this stressed-out buyer persona?
A smarter way to create buyer personas is to create objections, too. There is always a huge chance that these people are going to object to your marketing messages. Why won’t they want to pay for something that will help them out from their work-related stressors? Maybe they cannot afford it? If that’s the case, you need to highlight more the benefits of your services. Tell these personas that when they learn how to meditate and relax, they will feel more in control of every situation. They might be able to find the courage to tell their employers that they need a break, too.
You can follow the forms or templates you have created for any persona that you want to create. You can make as many as 20 different personas for your business. But, for a start, go low and create a couple of personas first. That will show who you should be targeting.
