A buyer persona is a vibrant profile of your company’s ideal customer. This should capture the type of person with an incredible need for your product and a love for your company; who will remain a loyal client for years, and tell all of their friends about how remarkable you are.
More technically, they’re “an example of the real person you need to influence, crafted from specialized interviews conducted with actual buyers,” Adele Revella said, a leading expert on the topic. When correctly prepared and applied, a buyer persona can help you identify the forms of messaging which will convert the right website visitors into leads, and leads into customers.
Great marketers rely on demographics and consumer insights to target their marketing. Major companies may leverage and focus groups on determining consumer reactions to their marketing messages to spend significant time and budget compiling demographic insights. A buyer persona profile is a great equalizer as it allows companies of all sizes to improve their targeting.
The following elements should make an appearance in your personas profile:
- Demographics or Firmographics
Demographics are the perfect starting point for profiling because they’re relatively easy to obtain from your existing marketing database or customer relationship management software (CRM).
- Pain Points
A problem or need that is so unpleasant, an individual has to begin searching for branded products or services and spend money in order to solve it.
Ordering priorities can allow you to create marketing materials that cut the chase: if budget isn’t an issue, just focus on value or things that matter most.
It’s significant to address values separately from priorities because they affect on how your company should define bigger picture. Being able to clearly define how your company will help your consumers achieve their dreams, whether that’s saving money on their monthly grocery budget or performing their job more efficiently, should guide your company’s entire online presentation.
- Research Habits
The best way to determine research habits is through quantitative website metrics, specifically referral traffic source and the keywords driving the highest volume of search to your website. Ideally, this research should be performed with the help of closed-loop analytics, which will track website visitors who become customers looking your website, and the pages they engage with during their prospect stage.
- Identifying Factors
It’s probably difficult to tell why some customers who fit your demographics profiles purchase, and other’s don’t, but one of the best ways to determine this factor is likely through interviews with your sales team.
- Psychographic Characteristics
Psychographic characteristics are the collision of psychology advertising, formally attitudes, opinion, and personality traits. By developing an understanding of how your product fits into the larger identity of your buyer persona, your content marketing can become significantly more vibrant.
The purpose of the buyer persona is to learn something surprising that your competitors don’t know, and that means that marketers need to learn how to ask and follow-up questions to the obvious answers that buyers provide when you ask them anything at all.
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