3 Tips to Create a Buyer Persona
BY Chris Loomis
No matter how elaborate your digital marketing strategy is or how wide your ad reach is, it will be useless if no one is interested. Millions of people see TV ads and billboards every day. The question is, are all of them interested or even need something from your brand?
This is where the buyer persona comes in. This article will explain what buyer personas are, why it is important, and how to create an effective buyer persona.
What is a buyer persona?
Buyer personas represent different kinds of customers you want to avail in your brand. It represents the ideal customer based on market data and current customer base. Meanwhile, there are also those called negative buyer personas who you don’t want to become your customers and aren’t a good fit for your brand.
One example is when you are a luxury brand, and many customers visit your website but aren’t buying from you because it’s expensive. The same applies if you are a business-to-business (B2B) company. On a positive note, negative buyer personas can help identify your real target market from those who are only “curious.”
Buyer personas are an important part of any marketing strategy. Here are reasons why you should create buyer personas:
It helps deliver a personalized marketing experience.
Countless brands are vying for customers’ attention. That is why they should find ways to reach their audience. Buyer personas help create those messages that resonate with your target market, what matters to them, catch their attention, and encourage them to engage.
It saves your marketing budget.
The last thing you want to do is waste your budget on a marketing strategy that won’t work. It’s like promoting your vegan food products to meat-lovers. Through buyer personas, you know who they are and their interests and deliver more effective messages that will boost your business.
It helps in increasing revenue.
Buyer personas vastly help in increasing revenue. When you know who your target market is, you can create effective marketing messages which will also increase conversions and lead to bigger sales.
How to create a buyer persona
Here are ways to make a buyer persona:
Document demographic data
It is important to know the demographics of your target audience. That way, creating a buyer persona will be faster. You will need demographic information such as age, occupation, gender, marital status, socioeconomic status, etc. Google Analytics will also help narrow down your target market when building your buyer persona.
Determine your audience’s pain points and motivations
Pain points are why people look for brands’ products and services. Marketers should identify these pain points, understand why people seek your brand, and provide solutions. Time and budget can also decide why people seek answers to their pain points.
Examples of customer personas
Create a fictional character for your target audience. Here is an example of a buyer persona, which provides specific details about your target market:
Eliza, a businesswoman-slash-outdoor enthusiast
- 25-30 years old
- Earns $70,000 annually
- She is used to rendering long hours at work
- Single with no partner, no children
- Spends her free time hiking, running, and biking
Creating buyer personas can target the right audience, earn more revenue, and make the most out of your marketing budget. You can work with a digital marketing expert in Franklin, TN, to help you create your buyer persona.
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