Also keep in mind that it is not only useful for the marketing department, but can also be used by the sales and customer service departments, as having all these descriptions at their disposal will make their work much easier.
But then, what exactly is a buyer persona and how do you work from there? Let's get to it.
Contents hide
1 What is a buyer persona?
2 What are the benefits of a buyer persona?
2.1 Product development
2.2 Content creation
2.3 Sales tracking
2.4 Customer service
2.5 Corporate organization
3 Why is the buyer persona important?
4 What are the types of buyer personas?
5 What is the difference between target audience and niche?
6 What are the methods for creating a buyer persona?
6.1 Research
6.2 Participation
6.3 Networking
6.4 Market research
6.5 Web analytics
7 What type of questions do I ask to create a buyer persona?
7.1 Questions related to your personal life
7.2 Industry related questions
7.3 Questions related to learning
7.4 Questions aimed at your purchasing preference
8 How do I create my own buyer persona?
8.1 Learn about your consumers
8.2 Segment your consumers
8.3 Use a template where you can include all the information
9 What does the buyer persona template look like?
10 Is there a negative buyer persona?
11 What are the advantages of buyer personas?
11.1 Higher ROI (return on investment)
11.2 Generation of brand ambassadors
11.3 Greater authority
What is a buyer persona?
A buyer persona is a description of your ideal customer. Even though all customers are different, there are certain specific characteristics that they have in common and you can attribute them together.
The information to create your buyer persona will include personal descriptions such as age, gender, social class, among others, as well as professional information. Keep in mind that you can include more in-depth details since the more specific the better for you.
You should also keep in mind that depending on your line of business, it is very normal to have more than one buyer persona. However, when you are just starting to build your persona, we recommend that you start with the main one. This means a buyer persona that covers the majority of your clients/potential clients.
What are the benefits of a buyer persona?
Below we will explain the benefits of a buyer persona for different types of objectives.
Product development
Buyer personas help the development team create products and services with the end user in mind, and adjust and modify various aspects based on real demand.
Content creation
The marketing department will be able to work more closely with the sales team, as they both share the same target customer profiles.
This allows them to better adjust and target messages, slogans, advertising campaigns, events, content, channels, sales funnels and the way in which contact is established with customers.
Sales tracking
Sales reps will be better able to serve customers who are experiencing problems and address those who seem undecided.
Customer Service
If your team has a good understanding of buyer personas, it can be a very useful tool during initial consultations and when addressing any specific concerns clients may have.
In the same way, they will be more empathetic and will be able to identify the most common problems that usually arise, in the same way they seek to highlight the benefits that customers are looking for.
Working with buyer personas allows all departments and objectives of the company to be focused in the same direction.
Why is the buyer persona important?
First of all, it is important because it can be used by different departments in your business, argentina mobile phone numbers database as they will be very clear about how they should communicate. The idea is that you can create communication and a message that your potential clients can identify with.
Keep in mind that you are not going to speak to women who are mothers in the same way as you are going to speak to a CEO of a company or a teenager who is entering college. They are very different forms of communication and once you have defined who you are speaking to, you will be able to create your own content pieces accordingly.
Interview with current client
What are the types of buyer personas?
First of all, there are no “types of buyer personas” because each business is different and has its own particularities, so they will be put together based on your needs and objectives. However, we can highlight a differentiation that you can make when building your buyer personas.
There is a big difference between B2B (business to business) customers and B2C (business to clients) customers. In the B2C market, customers want to satisfy their own desires, while in the B2B market, customers not only have individual needs but must also respond to a company with other needs.
What is the difference between target audience and niche?
Similar definitions should be kept in mind so that there is no confusion. A target audience includes more general data such as geographic information of people who are most likely to become your customers. It can also include general socioeconomic and behavioural aspects.
On the other hand, the niche market refers to a market segment where there are people who have similar characteristics and are those who you are going to reach but their description is not so specific.
What are the methods for creating a buyer persona?
Investigation
If you are a person who is just starting out with your business and you don't yet have real clients to interview or ask direct questions to, the best thing you can do is research on social media, both in your own small audience and in that of your competition.
Stake
Creating a good buyer persona will depend on you asking them the right questions. Generally, the participation format is used when you have already had clients in the past and you still have them currently.
A good first approach can be through the sales department and try to obtain some insights from them. For example, find out what questions consumers ask most frequently, what scares them the most, what their problems or needs are.
From there, if someone on your sales team has a good relationship with a client, you can ask them to take some time to answer some questions. On the other hand, if you don't have a sales department, you can also do it through the marketing department, and if you're still a small business, you can approach them directly.
Be clear with your clients that you are not making a sales call, but that you would like to ask them some questions to improve your products and services. You will see how they will be happy to help you.