Buyer persona & customer profile generator
Customer personas (Also referred to as marketing personas and buyer personas) are a semi-fictional character who represents your ideal customer. Created through data and research, they are the person/people who are most likely to want your product/service and turn into a customer. Simply put, a persona is an avatar of your perfect customer.
Why create a buyer persona?
In building a customer persona you are creating a focal point on which all of your marketing and advertising efforts can be focussed on. This means that rather than creating random blog articles, videos and ads you can create content and marketing material that is designed specifically for the person who is most likely to turn into a customer. On top of this buyer personas can help with the direction of your business including the products and services you offer, your sales procedures and your customer aftercare.
What makes a good buyer persona?
A good buyer persona isn't just a document stating the age or location of a potential customer, its purpose is to uncover the pains, pleasures, wants and needs of an individual. By identifying these attributes, you can create messages, products, procedures and tools that your customer wants to hear, see, buy, learn and use.
Many businesses may need multiple buyer personas, in fact in many cases it is advised. Each one may represent where a customer is in their buyer journey or an individual that would be great customer but has different wants and needs. Buyer personas can even be created to represent a customer that you want to avoid, these are known as "negative" buyer personas. AN example could be an individual who is similar to your ideal customer but not willing to pay the price for your product or service.
The importance of research
I cannot stress enough how important research is when building your buyer personas. Although a little guesswork and gut instinct can get you so far, it won't give you the information you need to build a quality persona.
If you're lucky enough to have access to data from previous sales and customer feedback you are potentially sat on a goldmine of valuable information and patterns that can help you create your personas. If you don't have this luxury, don't worry. You can begin building your own data from new and existing customers through surveys, questions and feedback forms to determine who your ideal customers are and what their main driving factors are for making buying decisions. On top of this free tools such as Google analytics and Facebook audience insights are great for finding information and insights we would otherwise struggle to obtain. Dig in deep to your own and data from other platforms to find out information such as:
- What are the pain points of your ideal customer?
- What social channels do they use?
- Where do they get their information?
- What do they desire?
- What makes them angry or frustrated?
- What problems are they trying to solve?
- What barriers are they trying to overcome?
- What are their goals?
Get into a habit of collecting data, focussing your attention and analysing your results.
Are buyer personas worth the effort?
I have to admit, the first time a heard about buyer personas, customer personas and customer avatars I was a little bit sceptical. As with most new to marketing I didn't want to limit my audience I wanted to expand it. The truth is, especially in the early days of a business, it's far beneficial to focus on a specific audience. By tuning into your key customers, you can craft your content, advertising, key messages and all of your business efforts specifically for the person/people that are going to become paying customers.
Creating buyer/customer personas also helps you reduce your advertising spend as you can concentrate your budgets on the people that are more likely to want your product or service. The common mistake people make when starting off with advertising is to try to appeal to as many people as
B2B customers vs B2C customers
The difference between a buyer who works for an organisation vs a buyer who is an end consumer is huge and should be considered when creating your buyer persona. An individual buying a product for themselves generally doesn't have somebody to answer to or obtain permission from when they are making a decision. They can buy freely and have no barriers to their own personal finances. When building a persona for a buyer at a company you need to think about who they have to answer to, what their motives may be and what objectives they have and the way in which their performance is measured.
The best way to get your head around buyer personas is to try it for yourself. To get started click the lick below to use our buyer persona generator tool.