How Identifying and Understanding Your Buyer Personas Help You Target Better
There are only 3 constant things in life – debts, taxes and getting asked with the question “What is your ideal guy?” (Of course my mum has a slightly different version – “When are you having a boyfriend?”)
Depending on the setting, I would normally respond to this in two ways – give the person who asked the question an overview of my values and how the “ideal” guy matches those and next would be rather generalistic description of the values of man that I admire and hope to spend the
rest of my life eternity with.
Growing up I’ve learned that in order for the world to conspire and bring you what or who you want, it’s very important to actually have a clear picture of what you want in the first place. The world will have a hard time to give you what you want when you don’t have a clue what it is exactly.
The same is true in marketing. In order for a brand to successfully market to its target, it requires developing their brand’s persona, highlighting their values and be able to identify specific behaviors and patterns of the target in order to have a better understanding of what matters to them. That way, you’ll be able to create experiences and compelling content that’s most relevant to your target.
What is Marketing or Buyer Personas? (Source: Heidi Cohen)
Marketing personas are imaginary versions of your prospects, customers and the public that contain in-depth, lifelike character traits, including fun names, to help develop content and marketing. Personas guide a firm’s marketing and content decisions. It’s useful to develop at least three different personas with unique traits.
Steps in Creating Buyer Personas
The process in creating your buyer personas require the following: data gathering in the form of buyer interviews (e.g. surveys, questionnaires), insights analysis, personas scenarios and models and mapping the buyer goals, processes and align user experience.
4-Step Process in Buyer Personas Creation (Source: Sales Benchmark Index)
Illustration of Different Buyer Personas (Source: Wood St)
Key Elements of Customer Personas and Guiding Questions
They key questions and elements to ensure that your customer or buyer personas will help guide you target them better is to get answer to identity the following:
3. Typical day like
4. Paint points (this is where you will then provide value)
5. Priorities and goals
6. Trusted sources of information (what and who influences them)
7. Desired buying experiences and services
8. Common objections to your products or services
Having a list of customer personas will aid your company to have a better understanding of your target and be able to persuade them into buying your product. If you have no idea how to get started, consider it just like how you’re asking a girl for her ideal man. She will provide you with a complete description of the types of guys she want to date, the ones she wants to have relationship with and eventually a detailed description of the man of her dreams.