While customers are the most important asset of the business, the Buyer personality they will be the engine of your strategy.
A Buyer Persona is the fictitious representation of your ideal client for a certain product or service. This number assumes knowing the real data on the behavior and characteristics of your customers, as well as their motivations, pain points, difficulties, concerns, goals and challenges.
But why is it so important to know who you are selling to? Knowing your customers will help you understand them better, it will make it easier to create and plan content in order, how you should communicate with them, through what channels and what products or services you should offer based on their profile.
Let’s see how you can design your Buyer Persona so that your business can use it to market, sell, and provide the best services.
Purchaser or target audience?
You’ve probably defined a target or target audience for your business and you know who your sales efforts are aimed at, but what’s the difference with Buyer Persona?
When we talk about Target, we are talking about specific groups without their own entity in which data such as age, gender, socio-economic level, etc. are included. Here you identify a group or set of people who may be interested in your products or services.
On the other hand, Buyer Persona goes beyond these aspects since the objective is put a name and a visible face to your ideal client. They focus on segments that have behaviors, needs, problems, goals, wants and dreams in common.
This representation of your customers allows you to find what is called “the pain” or “the pain”, which will define the motor or driver that moves the customer through the purchasing process.
These two concepts, Buyer Persona and Target, are not exclusive, but are complementary concepts. The Buyer Persona study is used to create more specific profiles based on the previous Target study.
At work … Create your Buyer Persona
If there are two terms that define Buyer Persona, they are research and analysis.
The creation of these profiles it’s a dynamic task which are maintained periodically over time, on the one hand, because they will be completed as you have information about your customers, on the other hand, because people and the environment are constantly changing.
There are three steps to follow to create your Buyer Persona:
1. Identify the questions to create your profiles and determine how you are going to study them
This instance consists of determining what information will help you define the profile of your Buyer Persona and detect the needs, motivations or concerns they have that can be resolved with your product or service.
To do this, you need to ask the main questions that should appear in the survey. Here are some examples:
- A function: What is your job and your role in life? How is a normal day going for you? What skills are required for this role? What information and tools do you use?
- Business: In which industry (s) does your company / job function work? What is the size of your business / organization (income, number of employees)?
- Goals: What are your responsibilities? How do you know if your job is successful?
- Challenges: What are your biggest challenges?
- Source of information: How do you get new information for your work? What articles or blogs do you read? What associations or social networks do you belong to?
- Personal story: Age, family situation (married, with children), education.
- Purchasing preferences: How do you prefer to interact with suppliers? (By email, phone, in person) Do you use the Internet to get more information about suppliers or products? If so, how do you find this information?
Keep in mind that the questions vary by company, but you can use this template to build your questionnaire, tailoring to your segment and creating your questions about your customers.
2. Gather research and answers
After you have created your questionnaire, it is time to decide how you are going to collect this information and by what means.
One possible option is interview your current clients via forms, emails, phone calls, face-to-face interviews.
The goal of this step is to speak directly with your customers, to better understand who they are, what they are looking for, what they like and what they don’t like.
The Email Marketing Surveys They are a simple and inexpensive solution and help you collect this kind of information which you can then apply to your Buyer Persona profiles.
You can also consult your sales team since they are in contact with the customer, or investigate social networks.
3. Turn your notes into a consumer profile
Finally, you need to process all of this obtained information and create the profiles of your ideal clients.
It is important that you reach identify patterns in responsesFor example, if you find that the majority of respondents responded that they use forums or blogs to get more information about a product or service, there is evidence of a characteristic of the Buyer Persona.
Here it is essential that you find the opportunities that they can take you to solve their needs.
Customer Journey Map and Buyer Persona, an invincible duo
The key point of the definition of the Buyer Persona is to take into account the points of contact that the consumer will have with your brand, as well as to carry out an analysis of the alternatives that the consumer may consider.
Therefore, Buyer Personas are used to map the content of the buyer’s journey in our digital marketing strategy.
If you have correctly identified the main traits and behaviors of your customer, you will be able to define your customer journey and know which stages the customer relationship follows with your company. This not only allows you to attract your Buyer Persona and learn about their user experience, but it will also allow you to actively influence the “customer journey”.
Customer journey map and Buyer Persona are two sides of the same coin, one cannot exist without the other. The customer journey is the path taken by a customer through the different points of contact and interrelation with brands, from the moment he discovers that he has a need until he acquires a product or a product. service to solve it.
The combination of the two will allow you predict pain points and act on them, increasingly improving your customer’s experience.
Personalize, personalize and personalize
Your communications should be designed to reinforce every instance of the customer journey to arrive with your messages at the right time. In this way, we obtain that these messages are not intrusive or annoying for the user, but are useful to him.
There are three basic rules to keep in mind: what to say, when to say it and how to say it. for example
- If a user does not complete their purchase in your E-commerce, you can dynamically and automatically create a Abandoned cart email to motivate you to take the next step in purchasing.
- If a subscriber clicked on a specific link in your campaign, you can schedule a second email with related content.
- If your customer’s invoice is about to expire, you can send them a reminder email with the expiration date.
In each case, the idea is that the customer feels that what is communicated to him is important to him and brings him added value. With the creation of the Buyer Persona, you will know how your content should be adjusted during the Customer Journey.
It’s time to act
In the creation of the Buyer Persona, every detail counts. Taking into account and understanding their concerns, needs or pains, will help you provide content in order to advance their customer journey.
Depending on your business, you may have one or two Buyer Persona, or up to 20, but each will respond to their own customer journey. If you are new to this, start small and then you can add more.
If you want to learn how to personalize your messages for your clients’ profiles, you can join our Demonstration day. You will learn all the Doppler features and secrets to boost sales and retain customers.It’s an online and free event!