What if there was a way to customize your marketing strategy so that it would speak to each of your customers personally? What if you could use this strategy to increase conversions and boost sales? Believe it or not, there is a simple and easy way to do just that: buyer personas.
What is a Buyer Persona?
Creating a buyer persona is simply the process by which you imagine the characteristics and needs of several different customers in order to better address their particular needs.
Your customers aren’t all the same. Even if they all purchase the same product or service, they do so for a variety of different reasons.
For example, if you sell hats, some of your customers will want a hat to keep the sun out of their eyes while they work. Other customers, however, will want a hat that serves no useful purpose other than to put them on the cutting edge of fashion.
So how do you market your product to these very different buyers? It would be foolish to emphasize to the first customer how beautiful and fashionable your hats are, while you wouldn’t tell the second customer about your hats’ durability and comfort.
This is where buyer personas come in. Instead of turning off your customers with irrelevant information that doesn’t address their needs, buyer personas allow you create strategic marketing messages that address your customers in a more individualized way.
How to Create a Buyer Persona that Rocks
The first step in the process is to get to know your customers. You can do this through research, customer interviews, and online surveys. Make sure to include potential customers as well to help you tap undeveloped markets.
Once you have gathered enough information, create one or two (or more if you are feeling ambitious) imaginary ideal customers. These should be customers who you think would most benefit from your product or service.
Make these customers specific. Act as if you are writing a novel and you must create the hero or heroine of your story. Answer the following questions for each buyer persona you create:
- Background. What is her job and career trajectory? Does she have a family? Kids? How many and what are their ages?
- Demographics. Is your customer male or female? What is his age? How much money does he make? Where does he live?
- Personality and Communication Style. What is her demeanor? How does she handle conflict? What are her communication preferences?
- Goals. What is his primary goal? Secondary goal?
- Challenges. What is her primary challenge? Secondary challenge?
Using Your Buyer Personas to Market Like a Boss
Once you have answered the questions that describe your persona(s), you can now develop a marketing message that will resonate with each one by defining the following:
- What You Can Do. How can your product or service help your persona achieve his goals? How can it help him overcome his challenges?
- Common Objections. Why wouldn’t she buy your product or service?
- Marketing Message. How should you describe your solution to your persona?
- Pitch. How do you sell this particular persona on your solution?
Creating buyer personas makes it incredibly easy to produce effective and engaging marketing materials. Not only will it save you time and increase your ROI, but it can also be a lot of fun! And you might be pleasantly surprised at how much you already know about who your customers are and how you can better serve them.