Creating a buyer persona is the first step towards building a brand. It is all about knowing the prospective customers better to offer a better solution to suffice their requirements. This is possible by tailoring the content you deliver them, connect using various techniques and identify who they really are. Creating a buyer persona to connect will require you to know who your target buyers are, what are their needs and interests and also what is their typical background.
There’s no scope for mistake especially if you are a startup looking to create a buyer persona. This can significantly make or break the value proposition of your app. It is better to avoid startup app development mistakes that turn off your prospective buyers.
For this, you need to tailor your communication and connect to them on a personal level. Let’s explore and what you need and how you can create a buyer persona.
How to Create Buyer Personas to Connect to Ideal Customers?
#1 – Reaching Out to Potential and Existing Buyers
Start with getting on a call with your existing clients and take feedback calls. Do it at least once or twice a year and note down their responses. It shows you the real picture of who your customers are than perceiving who they can actually be. For those of you with new business trying to build a customer base, start connecting to your email subscribers on a personal level.
Another way is to open up social media channels as a mode of communication with prospective clients. Get some organic followers and interact with them. If you are already running a website to generate leads, speak with those whom you consider your soft leads. Tell them you are researching to offer them better service. Go get them on a call to answer a few of the questions or probably convince them to participate in online research. The chances of a positive response are higher if you could offer them some tangible rewards.
If you don’t have any leads to talk to then try hunting down competitors’ customers. Best is to get their views online based on reviews and social media interaction on the competitor’s page. Track this audience on social media platforms to know more about them and open up a channel to communicate by offering the solution they are looking for.
The above activities will make way for the next step of conducting research
#2 – Conducting Research
The best way to research your ideal customer is getting on a phone calland have them answer a few of the questions. Just to not make this infringing someone’s privacy, choose an individual to connect over social media. Build a personal rapport over comments and likes. Also, you can chase them down through their other publications or websites.
Preferably, Facebook and LinkedIn work best to help fill out the buyer persona questionnaire online. If you are not short of budget then conducting traditional market research is your best bet. Investing in focus groups or one-on-one interviews with your target customers can provide great data for your buyer personas to create buyer/customer Avatar. For this, it’s recommended to have a document that links to all other relevant information of that particular individual. This enables you to come back to these links and get more idea about the person before creating a persona.
#3 – Using Content to Create a Persona
One of the most effective ways to gauge buyer persona is to start publishing content and track those who consume it. It is possible by equipping content marketing tactics to connect to your niche. Scroll through the contacts database to unearth lead trends on your website and the way how a lead or an existing customer consume your content. Start creating a blog that offers multiple viewpoints.
This means, strategizing blog posts with content that appeals to each of the distinctive buyer personas that you plan to create. It helps to communicate with a prospect falling into a specific persona where you can refer to the blog post tailored for them. Use this to effectively reinforce your sales pitch in an educational manner.
Alternatively, address each buyer persona with unique content to alter the responsive website content. There are plenty of tools like Hubspot that help you customize content based on the buyer persona you created as your prospects. Your website can detect their IP addresses and everything else including alternate CTA buttons to entire content blocks. Use these variables to specifically appeal their interests.
Start utilizing your content for nurturing drip campaigns by leveraging marketing automation programs like HubSpot, Marketo or Pardot. Such tools help you assign buyer personas to prospects that trigger automation by placing leads into email campaigns tailored to their respective personas. Even without using such tools you can equip manually segment those subscribers assigning a category to test your created personas. Make changes in those personas based on their response. Also, try sending individual email templates to test your personas with the sort of content you associate with them.
#4 – Experimenting Customer Avatar
Once you are done gathering information from various sources you can start your experiments to create customer Avatar. This is an exercise to jot down everything you learn from your research, interviews, surveys and every touchpoint you created to gather information about your ideal customer.
This helps you connect to those personas in a way that they associate themselves with your brand idea and offerings. Use any of the templates and tools mentioned below.
Xtensio’s User Persona Creator
Digital Marketer’s Customer Avatar Worksheet
Demand Metric’s Buyer Persona Template
HubSpot’s Buyer Persona Template
Marketo’s Marketing Persona Cheat Sheet
Filestage’s Buyer Persona Template
This experiment should result in creating a concrete character of each individual to understand your target customers better and connect to them.
Classify your ideal customers into buyer personas and track information essential to connect to them. Avoid sending those distinctive personas into different marketing tracks is a strict no-no. Doing so kills the very reason for differentiating your customers to different personas. The key is to speak to them in a way that resonates their needs and thereby seeing your product or offerings as a way to fulfill those needs.
Stop looking at your prospects as data points. They are real people with a different set of values and ideas about life and business in general. Considering them as data points will have you caught up in all the A/B testing UI and conversion rate optimization tactics. Creating a buyer persona requires empathy such that your prospects think of you as one of them and not as a corporation collecting data about them. Try solving their problem and adding value to their business or lives as you create a persona equipping the above-mentioned tactics and you are bound to succeed.