If your goal is to grow your business, using Buyer Personas to inform your marketing efforts is a smart way to go about things. But what on earth is a Buyer Persona? Simply put, it’s a made-up profile that represents your ideal customer, which is arrived at by analysing market research and data from your existing customer base. As a business owner, you should know the kind of markets or people that your product or service will appeal most to, or at least have an idea of the kind of people you want to put your brand or business in front of. By defining these Buyer Personas, you can more carefully target your marketing efforts to your chosen audience, offering a tailored message to customers based on their wants and needs. By communicating more effectively with your customer base, there is the potential to increase sales, drive brand recognition and awareness and strengthen your reputation.
How to Create Buyer Personas
The first step is research. You need to get to know your ideal customer base in order to be able to start to segment and categorise them with the goal of creating Buyer Personas. Most large, successful brands will utilise 3 or 4 key Buyer Personas as a representation of their entire customer base, and target marketing campaigns accordingly. While the idea of bothering your customers with data collection may seem daunting or even unappealing, there are several avenues you can take to carry out detailed, thorough market research which are easy to set up, monitor and collect the results.
One idea is to add some code to your website creating a small pop up when users land on your homepage, inviting them to take part in an online survey in exchange for a discount next time they shop. There are a number of websites that enable you to host a poll or a questionnaire which customers can access through a dedicated link. By collecting data on your customers’ age, location, sex, job, education etc. you can pick out trends and patterns more easily which will go far towards helping you define your Buyer Personas.
If you already use digital marketing to help promote your business, you may use an analytics site, such as Google Analytics, to analyse data collected from visitors to your website. While this data will not be as expansive as a fully filled in questionnaire, you will no doubt have more of it, and the information you can glean can be very illuminating. Seeing people’s locations, how long they stayed on one page compared to another, what keywords they used to find your website and what device they’re using – it’s all key information that can help to flesh out your Buyer Persona to make it as realistic as possible. The crux of this is information – the more data you can gather, the more accurate and successful your Buyer Personas will be.
The Impact of a Well-Crafted Buyer Persona
When brands get it right, Buyer Personas can lead to tremendous growth in sales, brand recognition and online presence. A well-crafted Buyer Persona and a subsequent targeted promotional campaign can feel to the consumer like the brand is initiating a personal conversation with them. Successful Buyer Personas can foster long term brand loyalty which is key if you are in a competitive market. It’s important to remember, however, that no Buyer Persona is forever. As markets change and time moves on, your customer base will change and evolve, so it’s extremely important to make sure you are trying to collect as much data on your customer base as often as possible. This will enable you to continually review your Buyer Personas and analyse whether they are still proving effective in terms of generating the sales or engagement you are looking for. If a campaign is no longer performing, it might be a sign that your Buyer Persona is out of date and in need of some attention to ensure it’s still a representation of your ideal customer.
You can find templates to create your own Buyer Personas online, however for more in-depth, professional advice please contact Koncept for an informal conversation as to how we can help you make your marketing efforts more efficient and cost-effective.