“Every business is dependent on its customers” is an understatement. This is because businesses don’t revolve around customers but they exist to serve them. Consequently, customers are considered extremely important to every business.
The huge scale at which business can take place today demands companies to identify and understand these customers. This has been realised as an essential step to expand businesses. An important term related to customers in the business world is buyer personas.
What are buyer personas?
Buyer Personas refer to semi-fictional representations of your perfect customer based on research and data. They help businesses focus their time on qualified prospects and guide product development according to target customers’ needs. Aligning all work across your organisation in different departments becomes easy with buyer personas.
In effect, you will be able to attract more leads, high-value visitors, and customers who you will be able to probably retain over time.
A deeper understanding of your buyer persona will ultimately be critical to enhance product development, content creation, sales follow-up. In simpler words, it will facilitate any process that is related to retaining and acquiring customers.
Now the important question that arises is how does one create a persona. Is it a difficult task?
To answer this, buyer personas are difficult to create. It’s about how one acquires the market research and customer data, and then present this information within your business. The process of creating them is explained below.
How to create buyer personas?
Complete the persona’s basic demographic information
The first step is to ask demographic-based questions in person, over the phone, or through online surveys. The mode of the interview should depend upon the questions to be asked like a lot of times people will be comfortable sharing personal information through surveys.
During the conversations, you would have come across some descriptive buzzwords. It will be really helpful if you include such words to make it easier for your team to identify certain personas when they’re talking to some prospects.
Inform about what you have learned about your persona’s motivations
Share the information that you have learned after asking “why” from your interviewees. This can be anything: What makes your persona use a particular network? What is something that has been causing trouble to them?
Such questions will help you find a lot of information about them. After gathering all this information, your job is to use it to tell people how can a company provide solutions for it.
Guide your sales team for conversations with persona
It will be really beneficial if you note down quotes from the interviews. This will inform your organisation who they are, what are they concerned about and what do they want. Additionally, create a list of objections they might raise. This will help your sales team to be prepared adequately to address those during the conversations with them.
Discuss and create messaging for your persona
It is important that your entire team discusses how to talk about your products or services with your persona. This includes every type of communication, from the general pitch that positions your solution to resonate with them to the basic vernacular you should use.
Consequently, this will ensure that everyone in your company is using the same language when they’re having a conversation with leads and potential customers. In addition to this, you can give your persona a name. This will make sure that internally everyone refers to each persona in the same way, providing cross-team consistency.
Moreover, these efforts will help in forming a synchronized and impressive image of the company. It’s important o remember that customers value the consistency of a brand.
How to get Interviewees for researching buyer personas?
The most important requirement while creating a persona is to find people to speak with, i.e. people who will be your buyer persona.
Conducting interviews is essential to know what drives your target audience. But how can one find these interviewees?
Employ the following sources for the same:
Use your present customers
Your current customers are the perfect people to begin your interviews. This is because they have already used your products or services and engaged with your organisation. Some of them are likely to represent your target persona. However, this doesn’t mean you spend time talking to happy customers willing to spend time talking about how they love your product or service.
It is important that you interact with unsatisfied customers to find the pattern that will you develop a better understanding of your buyer persona.
Additionally, another benefit of interviewing current customers is that you won’t have to provide them with an incentive as customers enjoy being heard.
If you are choosing to get into new markets or you have no leads or even customers yet, you can rely on referrals to talk to people who may fit into your target persona.
For this, use your networks like social media contacts, coworkers, or existing customers. A good place to start is LinkedIn.
Use your current prospects
Interview people who haven’t purchased your product or used your service. This can be your prospects and leads. Use the data you already have about them to figure who might fit into your target personas.
Employ third-party networks
The most basic benefit of creating buyer personas is that it allows you to create content and messaging that appeals to your most valuable audience. It allows you to target or personalise your marketing strategies for different audiences.
If you can take time to create negative personas, then you will be able to remove the unimportant contacts. This way you can achieve a lower cost-per-customer and cost-per-lead, ultimately leading to higher sales productivity.
Beyond using buyer personas for marketing, there are many techniques as well. To build an effective marketing strategy and instil growth in your business, we provide a range of services. Contact us at Shaktiki today.