Buyer personas are semi-fictional representations of your ideal customers backed with data and research. They help you focus your time on qualified prospects, guide product development to suit the needs of your target customers, and align all work across the organization. The result of this is attracting high-value visitors, leads, and customers to your business which will eventually be your loyal customers in the long run.
Having a deep understanding of your buyer persona will help you produce quality content, product development, sales follow-up, or anything that relates to customer acquisition and retention.
The next question is, how can you successfully create a buyer persona?
Buyer personas can be created through research, surveys, and interviews. It is also important to include customers, prospects, and those out of the contact database who might align with your target audience.
Once the research process is over, you will be able to gather enough data for your potential and current customers. You will then be able to use your research to identify patterns and commonalities from the answers to your interview questions and develop at least one primary persona.
Here are the steps on how to create a detailed buyer persona for your business.
- Fill in your persona’s basic demographic information.
Ask demographic-based questions over the phone, in person, or through online surveys as there are people who are more comfortable disclosing their personal information. You can also include some descriptive buzzwords and mannerisms of your persona and pattern them from what you can get from your data.
- Share what you’ve learned about your persona’s motivations.
You will be able to answer these questions: “What keeps your persona up at night?” “Who do they want to be?” You will be able to tell people how your company can help using the information you’ve learned.
- Help your sales team prepare for conversations with your persona.
You need to highlight your buyer persona by including some real quotes from your interview that exemplify what your personas are concerned about, who they are, and what they want. Then you can create a list of the objections that they might raise so the sales team might raise and prepare your needed documents.
- Craft messaging for your persona.
By having a persona, you will start telling people how to talk about your products or services. You can do a more general elevator pitch that positions your solution in a way that resonates with your persona. It is also worth noting because depending on your business, you could have a few as one or two personas. Or many as 10 or 20. However, for new businesses, you can always develop more personas later if needed.
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