11 Jun What or Who is a Buyer Persona?
You may or may not have heard of the term Buyer Persona when reading a marketing article however not really understand exactly what it meant. I hope to explain in a little more detail about what is actually meant and how its’ beneficial to outline your buyer persona’s rather than just your target markets.
The definition can be easily found in Google:
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behaviour patterns, motivations, and goals.
Before you try and sell a product or even make a product or service you need to research the market place and your potential buyers. After some research and/or experience you will have outlined target market/s ideal for your product or service. Typically the target market will be described with statistical factors such as:
Sex | Age | Post Code/s | Social Grade | Social Status | Occupation | Income
The above information obviously helps to a certain extent but once we have to market to these people, the information doesn’t really give us much to really connect with them. We really need to understand what our potential customers are worried or interested about and basically what makes them tick. Without this information we cant create any of the following effectively:
- Design of marketing material
- Content for website, article and emails.
- Call to actions
Ok ,so what information do we need to know about our potential customers or ‘Buyer Personas’? Here is an example Buyer Persona that may help….
You may think that knowing somebodies hobbies may not be relevant to you if you’re an accountant, however think about how many golf events do you get invited to or wine tasting networking events that take place in fancy bars?
Depending on your business you can change the information so that its most relevant to you. For example if you’re selling stationery to an office manager it probably wont matter too much whether they’re married or not. However it will be important to know what job pressures they have.
Once you know what you know what your buyer persona’s are trying to accomplish, what goals drive their behaviour, how they think, how they buy, and why they make buying decisions then you will then be ready to create the marketing material to finally connect with them.
One item missing form the this is where your buyer persona’s look for information relating to your product or service and how they communicate. For example do they look in industry magazine or search Google? Would they prefer to be communicated via phone, email or social media? If social media which social media platform is most appropriate, Facebook, Twitter, LinkedIn…..?
Once you spend some time researching your current customer base or potential buyers then you can start to answer all the above questions. Once you have the answers you can create a number of buyer persona’s for each product or service you sell.
Now that you have created your Buyer Persona’s you will find in much easier to generate the marketing material and campaigns that will really resonate with your ideal customers.