In a world where our customers are constantly bombarded with ads and other online content, finding the right message that can break through the noise is tough. This makes understanding your target audience vital. To do this, the best place to start is by developing buyer personas.
What is a Buyer Persona?
A buyer persona is a profile of your typical customer that includes basic demographic information, behaviors, goals, and pain points.
Buyer personas can help you understand the “why” behind a customer’s needs and wants. With this knowledge, you can craft effective and targeted messaging that speaks directly to those who fit within that customer group.
It is not uncommon to have multiple personas. In fact, you should build out personas to represent each segment of your customer base. These will then act as a guide when developing every aspect of your marketing strategy.
How to Use a Buyer Persona?
Understanding a buyer’s intent is vital when producing marketing content, whether it is a website blog, Facebook post, or Google Ad copy. By creating a persona, you will find it easier to think of that customer as an actual person and put yourself in their shoes. In the mindset of that persona, you can then ask yourself questions like:
- What problems might I be facing?
- What obstacles do I have to overcome to solve those problems?
- What could make my life easier?
For example, let’s say you are a flooring company that wants to run a Facebook Ad for discounted laminate flooring. Your persona is “Jill”, and she is a single mom with two kids under the age of 10. Thinking of these questions, “Jill” may answer:
- I struggle to keep my floors clean because my kids love playing outside and are constantly tracking mud and grass into the house.
- The flooring in our home is old and doesn’t wear well. Plus, it shows every spec of dirt! I’d love to replace it; however, I don’t have the money to do it right now.
- Having a floor that doesn’t show dirt easily and is easy to clean would help me save a lot of time throughout the week.
With this information, you can then tailor your ad messaging to address her specific pain points.
3 Quick Tips for Creating Useful Personas
1. Do the Research
The most important thing to keep in mind when creating a buyer persona is that it should be built based on real data. You need to look at those who have recently purchased and not just focus on who you wish was buying from you.
To gather this data, a great place to start is your current customer base. Utilize surveys, focus groups, and interviews with existing customers to help you gain a better understanding of why they bought from you. You can also analyze demographic information pulled from social media insights and Google Analytics.
2. Refresh When Needed
It is important to go back and adjust your personas from time to time. These changes can be based on what you see is or isn’t working, or simply because the needs and wants of that persona has shifted with time.
Make it an annual practice to revisit your personas to revitalize them and give them new life with each coming year.
3. Negative Personas
Personas don’t always have to be those who want to do business with you. Fully understanding who you don’t want as a customer can be just as helpful. It will enable you to refine your marketing message and save your company time and money in the long run.
By taking the time to zero in on your target audience, you can ensure you are reaching the right people at the right time with the right message. Need help getting started? Download our free buyer persona worksheet!
Source: Resources – Vivial