Now you have a great product or service, you know from research that there is a market for what you are offering. But who is going to be buying from you, and why? These questions can change your entire marketing game.
Who am I selling to? This should be the first question you ask yourself before launching any business. Knowing who you are selling to would take the guesswork out of your marketing plan.
You need to have a clear visual picture in your head of who you are selling to, why they are buying from you, and how your product solves their pain point.
One way you can know this is by creating a buyer persona, this goes beyond the product or market fit. This is all about knowing who your customers are.
So what is buyer persona all about? How can it help with your marketing plans? Why is it important? These are all questions we will answer with this blog post. But first, let’s look at what is buyer persona.
What is buyer persona?
A buyer persona is a make-believe character created that represents who your targeted customers are. We also know a buyer persona as a customer persona, market persona, user persona, and buyer profile. Marketers make different buyer personas to group ideal customers into buying behavior patterns.
Writing a persona can help to shape your product and services to meet your potential customer’s needs and want. The persona represents who you want to be selling to, and it is now part of every online marketer and business plan.
How to create buyer personas
Now, we know what buyer’s persona is all about, how do we create one for our brand. Creating a buyer persona is important and is something you can do without projectional help.
Depending on the size of products or services your business is offering, you may need to create multiple buyer personas. Grouping your ideal audience into different categories.
3 basic things you need to consider when creating a buyer persona
- Personality (Demographic)
- Their pain point
- How your product solves their pain point
Once you get the details for each potential customer, you can group them into categories, based on need and solution.
The first thing you want to do is create a name for your buyer personas and group them into matching groups. One name can represent a particular group of buyers in the same pain point and solution.
You can build your buyer persona profile with your current customers or if you don’t have active users, you can build the profile based on research.
Creating a buyer persona shouldn’t be that hard or too complex to do. What you need to do is to answer these three questions. Who your customers are? What are their biggest challenges? And how can your product or services help them?
1. personality (Demographic)
You need to do research on your audience’s personality, a good demographic analysis (this would cover your user’s education, nationality, religion, and so on).
Identify their behaviors, motivation, and emotional pattern, what do they love to do? Where do they work? Live? Hobbies? And all you need to know about them and group them into similar groups.
2. Pain point
Now you have to Identify your audience demographic, you need to find out what pain points each character or group has in common. What are they searching for? What is their number one challenge? What are their professional and personal goal?
Are your customers aware of their problem, or is your product going to show them they have a problem they are not aware of yet?
This is all about getting all the information you can get on why your potential or active customers need your product or service.
3. Your solution
By now you should be able to tell who your customers are and what is their pain point. Now you need to create a plan of how your product or services would help the customer’s needs.
Focus on solving their problem, not about making dollars or sales, is your product solving their problem? How long would they need your product to get their problem solved?
This is where you create features and benefits. Your solution should make their life easier and should be very easy to use.
Buyer persona example
How to use buyer personas
Now you have created your buyer persona profile, you might wonder how to use it for marketing, creating content, or growing your brand?
Creating a Buyers persona can help your business like spending money on the right ads, creating the right content, optimizing your web pages, and many more.
These three simple steps can help you use buyers personas to your advantage
1. Behavior – you can create specific content for each group of your buyer persona base on their behavior.
2. Storytelling – Storytelling is a great way to build a brand and you can use this technique to tell stories to your buyer personas, not just stories but telling them tailored stories that fit their interest.
3. Case study – Everyone loves to see who is using or who has used what they have an interest in. Show your personas case study of how your product or service has helped other buyers.
To successfully create a perfect buyer persona, you need to understand who your target customers are. With excellent research, survey, and asking questions from your potential customers, you should be able to create your ideal buyer persona.
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