How well do you know your customer? Do you know what motivates them, what their goals are, what their buying decision process is like, and where they spend online?
Finding the answers to these questions will help you model your target customers, AKA your buyer personas. In this post, I will explain what a buyer persona is, create one and use it in your marketing.
If you spend enough time and effort creating buyer personas, you will generate more leads, convert leads to customers and delight your customers to become promoters for your brand.
Let's start with the definition; Buyer personas are semi-fictional characters representing your ideal customer based on market research and real data about your existing customers.
It's a way of grouping your customers by demographics, behavior patterns, motivations, and goals. Of course, most brands will need to develop more than one. However, having a well-defined persona can help you build a better marketing plan in the long run and help you target your marketing campaigns and offers to the right groups of prospective consumers.
According to The State of Buyer Persona Report 2015, "60% stated they either did not receive any new insights, or received only insights they had previously understood, and only 14% stated they achieved a deeper understanding of buyers" and "60% stated they had no to very little understanding of what the best practices are for buyer persona development."
Here are some buyer persona examples for a car dealership:
Active Bill: For their four-wheel-drive car models, targeting buyer personas who spend their weekends and vacations off-roading, camping, bicycling
Executive Mary: targeting working executives who have different needs for a car than Bill
Student Michele: 1st-time buyer or college students
The Stuart family: targeting families with 3 or more kids who might be a good market of vans and SUV's
There are also other buyer personas to consider, like brand loyalists and influencers.
The objective of content creation and content marketing is a lead generation and lead nurturing by feeding them killer content for each stage of their decision-making process.
To do that, you need relevant content that addresses your Buyer Personas' concerns, challenges, and motivations.
It would help if you started with developing a content strategy that:
The first step in creating buyer personas is conducting interviews with customers, prospects, sales & customer service teams and posting questions or short surveys on LinkedIn and industry-related forums. The rule is that the more information you have, the more accurate your developed buyer personas will be.
Here is a list of topics that you need to address in your interviews and surveys:
Once you have created your buyer personas, it's time to put them in use to generate more leads and convert leads to customers. Your buyer personas will help you with:
To use the buyer personas, you created you need to add fields to your landing page forms that will ask questions to help map your lead to a buyer persona. For example, their biggest challenge, their role at work, etc. Mapping your leads to a buyer persona will help you create personalized marketing campaigns. Here are some examples:
I’d like to hear about your experience in creating your buyer personas. Do you feel I missed something in this post? Share your ideas in the comments below.
My name is Izzy and I am a co-founder of IDS, an award-winning HubSpot Solutions Partner. I lead our team of consultants who provide professional guidance to help businesses implement the HubSpot CRM platform migrate, integrate their tech stack to HubSpot to create a seamless environment for sales reps to use. There is nothing I love more than solving the challenges that come up when someone wants to migrate an old system or integrate their tech stack with HubSpot - it's like a puzzle!Twitter Linkedin