Follow this advice for creating and utilising the best buyer persona for your business
A buyer persona is what businesses use in order to figure out who their ideal customer is. They do this by conducting research through a range of methods, and then identifying the characteristics their customers have, or that they would want them to have.
Research is done by looking at their current customers and doing surveys and asking questions to look at buyer patterns and habits. Follow this advice to feel the benefits of buyer personas.
How does a buyer persona benefit my company?
Buyer personas show us what real-life buyers are thinking when deciding whether or not to purchase a business’ services or products. A company can then work out how they can adapt their business in a way that guarantees customers will use them and keep using them, therefore creating a loyal customer base, who will then be even more likely to recommend your company to their friends and family demonstrating how important buyer personas are.
Why changes over time are common in buyer personas
It is important to remember that you may well be left with more than one buyer persona and that the few key ones you are left with may well change over time as your business continues to grow and change. There may well also be socio and economic factors that change your buyer personas as when for example a buyer’s needs and wants change, so do their buying patterns – and you have to adapt.
Here are some good questions to ask when you are creating your buyer persona:
- How old are you?
- What is your gender?
- Where do you live?
- Where are you from?
- What is your marital status?
- What is your level of education?
- What are your goals in life?
- What is your career?
- What are your special skills?
- Do you have any children?
- What does your typical day look like?
- What drives your decision-making process?
- What are your favourite products?
- What are your hobbies and interests?
- What are your favourite shops?
How can you harness your buyer persona?
Now that you have created your buyer persona you will be putting yourself in the best position as you now know who that ideal customer is. You should have found out what they read, where they hang out, what their hobbies are etc. This will all add up to making it easier for your company to appeal to them.
You need to make sure that you don’t make the mistake now of overlooking the data you have gathered. This information is indispensable as you move forward as a company and will no doubt help you to grow and succeed.
What are the pain points? “Pain points are one of the most important parts of your buyer personas. When you know what keeps your contacts awake at night, you can show them how you can make their problems disappear.”
In your buyer persona, you must identify pain points so that you can see how your business can benefit potential customers.