How to create detailed buyer personas for your business?

There is a very famous line in the marketing field which says “if you are targeting everyone eventually you are targeting no one”. This line fits absolutely well in marketing because if you are targeting everyone for your ads and for marketing your products then you are actually not able to target your target audience properly and in such a case your money, effort, time and energy all gets wasted. To avoid this, first of all we create detailed buyer personas before starting the marketing campaign. We create an avatar of our target customer or target audience that who will be that person or who is that audience that is interested in buying our product or service.

AKA: Marketing persona is also known as buyer persona, customer persona, audience persona, user persona etc.

What is buyer’s persona?

In simple language, buyer persona is nothing but an avatar. Avatar in the sense of a customer who can buy your product. Suppose I am your target customer or I may be one. What is important for you to know for the company like what is the age group of your target audience, is he male or female, is he a college student, is he a working professional, is he a businessman, does that person read news on mobile or is fond of reading newspaper, does he do online shopping or offline shopping. When you search for answers to so many questions, a picture comes in front of you, an avatar comes out that this character sketch should be in my target only then he can buy my product. It is very important to define your target customer and make a complete persona of him.

How Many Buyer Personas Should I Have?

You can create more than one marketing personas if your product/service is made for multiple segment of the target audience. you can use one persona to create marketing strategies and content that will meet the needs of several audiences. This is most effective if their decision criteria or insights are primarily the same.

Why are Buyer Personas so Important?

The world is changing so quickly that now you find yourself selling to people you have never sold to before. Customers are changing the way they connect with you.

“Marketers must understand how buyers in the market navigate the purchase decision. They need to influence so they can be a useful, trusted resource during the decision-making process. Marketers need to become good listeners if they want to be effective communicators.”

You might not know your customers anymore. You may struggle to talk to them or know where to interact with them. However, this provides an opportunity for you to tailor your messages, content, products, and services to meet their specific needs, behaviors, and concerns.

Buyer Personas:

• To attract and retain as many of the right types of customers as possible, you should invest in buyer persona research.
• This will ensure that your marketplace uses the voice of your buyers. By investing in proper keyword research, you can make sure you speak their language.
• Buyer personas are tools that will help you connect with your customers more effectively. Having well-developed buyer personas will make you a better and more effective marketer.

User-driven Design: Focusing on what the user needs is crucial. Buyer personas are incredibly important for market segmentation. They allow you to divide your customers into different groups based on specific criteria.

Knowing the different motivations and buying habits of your customers will enable you to target different groups appropriately. This builds a bond of trust with your buyers that drives them through the buying process. Buyer personas give you the ability to effectively focus on understanding your buyers’ expectations so that you can create and market products and services that your buyers truly want.

Having this detailed understanding helps you to become more responsive and relevant in your marketing strategies, ultimately leading to better customer satisfaction and loyalty.

Focus on the following topics when creating buyer personas questions:

Personal Information:

• Age(preferred no more than 10 years)
• Gender
• Location
• Education
• Income
• Marital Status
• Children

Professional Information:

• Job Title/Role
• Career Path
• Company/Industry
• Company Size
• Special Skills
• What is a typical day like?
• What tools do they use?
• Who is their boss?
• How is their success measured?

Goals & Challenges:

• What are their personal/career goals?
• How do the priorities those goals have?
• What challenges impact achieving these goals?
• How could you help?
• What questions do they ask when seeking solutions to these challenges?

Values ​​& Fears:

• What do the values ​​in their personal and professional life?
• What is important to them when considering a product like yours?
• What objections might they have?
• What drivers their decision making process?

where are they?

• How do they get information?
• How do they communicate?
• What media do they consume?
• Do they belong to any associations?
• What social media do they use?
• Do they attend event or conferences?
• Where do they spend their days?
• Do they have relevant hobbies?

Negative information:

• Are there customers you don’t want?
• Too difficult
• Too expensive to support?
• Not enough budget?
• Wrong industry