Building A Buyer’s Persona Is Not a Nightmare!

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Building A Buyers Persona Is Not a Nightmare!
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Anyone who shows interest in your product or
service is a buyer. But this phase comes in a
later stage of a business. Attracting buyers,
generating ROI is not that easy as it seems. To
be able to lure buyers, businesses need to
understand its buyers i.e. Their persona. Ask
yourself this question Do I know my buyers
persona? Do I know who my actual buyer is? Once
you are able to accurately answer all these
queries, you will succeed in taking your
potential lead to the last step of the
conversion funnel. To understand the buyer, you
would need to learn about your buyers
persona. Let us see
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What Is Buyers Persona?
A fictional character that you build along the
lines of your research and collected data is the
buyers persona. It is also called audience
persona, marketing persona or customer persona.
Creating a buyers persona means you build a
hypothetical character and based on its needs you
build digital marketing strategy, and align your
organizational work. After creating a buyers
persona, you are able to map the buyers journey
that leads to sales and ROI. So, now we know
buyers persona is important to your business.
But how do you build it? That is a million-dollar
question. But the great news is that it is not
that scary. To build a buyers persona, you just
need to have clarity on various topics, which
will be discussed as we move ahead.
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Benefits of Buyers Persona to the Business
Creating a buyers persona is important because
of the clarity it brings, and the foundation it
forms to generating qualified leads, attracting
prospects, and earning revenue. Apart from that
it helps in Creating valuable audience-based
content Tailoring the final business message
Development of product Meeting the
customer-centric needs Meeting the concerns of
target audience Let me explain you with an
example Suppose your target audience is a
caregiver. Do you know what are their needs, or
whether your products and services are of any
help to them? What are their interests and so on.
To get answers to these queries, you will have
to build buyers persona. It really works! Do not
just go by words, see the figures too As per a
case study by NetProspex, the personas result in
900 increase in website visits 171 increase in
revenue generated through marketing
https//www.marketingsherpa.com/article/case-study
/netprospex-increases-website-visit-duration n
order to develop better understanding of your
buyers, you require buyers persona. It helps in
digging deep into the psychology of buyers and
knowing what exactly they want. Remember, today
the marketing is all about What Colour You
Want, which means it is all customer-centric. The
buyers persona helps in focusing your marketing
on your buyers. But it is also possible when your
buyers personas are strongly based on extensive
market research. The one that you conduct through
questionnaires, surveys, and interviews. You can
build as many personas as you want for your
business but keeping things simple should be the
key. For that, all you would need is the focus
on one customer persona. If you are new to
building personas, it is better to start small
because you can always develop more personas
later on.
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Beware of A Negative Buyer Persona
Buyers persona represents your ideal customer.
It is like a shadow to the original customers.
But when you start to build a persona that does
not match the persona of the actual customer, it
is termed as the negative buyer persona. These
can be anyone who are too advanced for your
product or services. Just abstain from focusing
on this group of buyers, as these wont serve any
purpose. These may confuse you and take away
from your ultimate goal.
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Lets Build A Buyers Persona

• As already mentioned above, building a buyers
  persona requires research, collecting data, and
  information. Different methods are used to
  gather all sorts of information that you may
  require, such as, looking through your contacts
  database, creating forms and uploading them on
  the website, taking in the feedback of the sales
  team, interviewing the potential prospects and
  discovering their likes and dislikes.
• Now, the question is, how will you use the above
  information collected through research to create
  your personas?
• Once you have conducted a thorough research, you
  will have a lot of raw data. Next step will be
  to distill that information so that it is easy
  for everyone in the team to understand.
• After that use your research to identify patterns
  and commonalities from the answers you have
  gathered. Create at least one primary persona,
  and share it with the rest of the organization.
• Now, let us create a buyers persona in detail.

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Fill The Basic Details
Ask your personas the basic information and fill
that in the forms. The basic details mean the
demographic questions. Ask these questions either
over phone, or through online surveys or even in
person, whichever way you and your customer feel
comfortable. You can make this conversion a bit
personal too by asking habits, mannerisms or if
you are observant enough, you can pick these by
yourself and identify the pattern when they talk.
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Guess What Your Potential Customer Might Be
Looking for
In case you do not have past clients and are
completely unaware of the new ones, just do the
guess work here. This suggestion is for those
who are utterly new in their business. Use
logics, and empathy to understand the purchase
motivation of your potential customers. Ask
yourself some questions like How will your
product benefit your customers? How will it help
reduce their issues and lessen their
problems? Where are your customers located? At
what stage your customers can buy the product?
What is their buying behaviour and strategy? When
you get all these answers, you are able to build
your buyers persona.
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Do Not Envy, But Learn from Your Competitors
All that you are trying to achieve has already
been done before. Your competitors have already
reinforced their online personas. They
understand their customers pain points and have
addressed them too. So, learn from them, look
into their strategies, techniques used to market
their product and service and try to apply the
same. Do not copy them. Just understand what
worked for them and how. Try the same and you
will get started.
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Learn About the Social Media Channels Your
Audience Uses
This should also be a part of gathering
information. Learn about your customers social
media presence. See where they are most of the
time and at what time are they most active. Many
tools are available that help in gathering such
insights, for instance, Google Analytics,
Keyhole.co, and so on.
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Understand Customer Goals
This is the opposite of pain points. Pain points
are the issues your potential customers are
trying to solve. Goals are the things that they
want to achieve by using your product or by
availing themself of your services. Now these
goals can either be personal or professional. It
completely depends on the type of service or
products you deal in. See if your product and
service are able to match their goals and fulfil
their desires? If not, then that section might
not be your potential customer. This is also how
you identify the buyers persona. This will also
help you to know your customers and create a
base for your campaign. Even if the goals of your
potential customers do not match the features of
your product and service, this step will help
you determine a lot of other things like, Set
the right tone or approach for your marketing
campaign Building basics Gathering information
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Conclusion
Building online personas are critical to your
business marketing. These describe who your
target audiences are and how can you reach them.
Which strategies you can use to promote your
product and service. Before you collect
information, you can make assumption about your
buyers but once you have gathered the
information, do not make create any assumptions
about your buyer personas. Prepare a blueprint
based on everything you have in the form of data.
But do not just abandon the persona at the
planning phase. Take them to the next step i.e.,
content creation and content marketing.
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