“Buyer persona” has become an inevitable term in modern marketing. Today we’ll talk about who those personas are, why do we even create them, and in what way they impact the growth of our business.
To get a better grasp of your customers’ needs, interests and problems and at the same time correctly offer your product/service in the right place at the right time – you need to put yourselves into the perspective of your ideal customer and thus create your own “buyer persona”.
Who are the buyer's personas?
We are focusing on marketing personas – imaginary beings that represent your end customer – people who you will be speaking with, who will be visiting your website, and who will decide on the fate of your business in the end. These are your ideal customers, based on market research and your existing customers (as defined by HubSpot).
When you recognise your ideal customer, you will know how to create suitable content that will be useful and interesting to them. Furthermore, you will know where to advertise your product/service, how to develop your marketing strategy, and ultimately keep your customer. Here you can find more information about the importance of creating Buyer’s personas.
7 common types of buyer personas?
As we have mentioned before, during the sales phase you will be in touch with many different personas, in average for enterprise customers you will work with 6,8 decision-makers before every successful sale. This is not just valid for enterprises, in smaller companies, some people wear many different hats, they play different personas during the sales cycle.
Generally, you will face 7 archetypes:
- Initiator – a person who started the buying process, one with the need.
- User – a person who uses the product regularly, every day.
- Influencer – a person who convinces others to buy the product.
- Decision-maker – final approver for the buying process.
- Buyer – a person who owns the procedure.
- Approver – a person who approves the spending, risk, etc.
- Gatekeeper – blocker for implementation.
So, how do you create a buyer persona?
FIRST STEP – COLLECT DATA
One step you cannot skip – do your research. This will pay in a long run. Understand your audience, who they are, what they do, how they act. Use data you have internally, look for industry reports, talk to your salespeople in direct contact with users. After you gather your intel – analyse it. See what makes sense, what fits in your ideal customers. Learn more about collecting data here.
This will also give you intel about people you do not want to work with, nightmare customers that drain you for little effect on your bottom line. Markdown things that represent that kind of customers – it will help you avoid them.
SECOND STEP – ANALYSE DATA – WHO ARE THESE PEOPLE
Now that you have all the data you can begin with creating your persona. Start with simple things – their name, age, place where they live (remember the demography part of segmentation). After that think about their background – where they came from, what is their occupation, what created them, and what put them in this position?
Next step – their needs. What is their pain, thing they are trying to solve, what do they need for their day-to-day job, to advance, to get more work done or bigger market?
The goals of your persona are next – their business and personal goals. What they want to achieve in the short run, long-term goals. What they plan to achieve when their needs are settled when their pain is solved.
For the final thing – think about the challenges they are facing – is it the lack of knowledge, lack of time, tough boss, money problems. There can be any number of things, pay attention that those are challenges that should be connected to/solvable with your product/service.
THIRD STEP – CREATING PERSONA
We can create buyer’s personas using the collected data. To make it easier, we can use some finished templates. (If you want to learn more about creating your persona check the Hootsuite article.
These are some of the essential elements used in our customer’s profiles:
- Demographic data
- Goals and motives
“If you are addressing everyone, you are addressing no one.”
Creating a buyer’s persona is not a long process, so don’t avoid it. This step in your marketing strategy can be crucial for designing messages and selecting channels through which we “reach” users.
Our best advice for the end of this chapter – never see this exercise as final, you can get back to this later in the game and change the persona that no longer fits.