Updated: Sep 5
The business always wants to engage and interact with customers, and they are aware that their target audiences are out there but may struggle to connect with them. Sometimes it isn't enough to have a fabulous product or flawless services since customers live a good life and are overwhelmed with the astonishing development of the market, so they want to feel that businesses care about their desire and well-being. But a marketing strategy is not one-size-fits-all, and thus if your company owns a buyer persona and knows how to develop it, you have a solid weapon to fight for every competitive market.
What are buyer personas?
A buyer persona is a research-based profile that depicts your target customer. It will help you fictionalize and analyze your likely consumer to implement a marketing strategy. Buyer personas describe your ideal customers, the circumstances that affect them, the problems they face, and how they make decisions every day. Although it's common to have multiple buyer personas following your customer journey or sales funnel, you should make sure it's practical and consistent for your marketing plan to provide a customer-centric lens it needs to thrive. In the long run, customer-centric companies are more profitable than the ones just focusing on selling products.
How to develop your buyer personas?
1. Start with the basics:
Researching and using broad information to build customer persona may be too generalized and ambiguous at first, but don't let it dishearten you because this first step is just like a vital pillar for developing your customer personas. You can build demographic considerations such as gender, age, income, location, etc. To collect this information, you need to utilize your past and current customers, as well as look for trends and groups. At this point, actively listening to your customers is also essential. You should constantly dig in their pain points by referencing phone calls, supporting email, and user activity. You'd like to know the mindset of individuals in these groups to give more opportunities to develop products and services.
2. Get social
As mentioned above, if you want to identify groups and trends among your target audience, you need to be active with them by conversation. You can conduct a customer survey to gather information from your contact database, and you may want to offer clients some value or discounts for trading their precious time. Moreover, reinforce the relationship with some open or loyal consumers and set up a person-to-person interview to get more viewpoints. And, don't forget to run an analysis of the social media platform that your likely consumers often surf daily, it will help you connect with your buyers intimately.
3. Use your resources
Analyzing your marketing campaign's performance and customer feedback is also vital to know what has worked well and what should be cut off. After doing that, you can tailor and develop your buyer personas. On the other hand, take your time to research your opponent, for example, how they position themselves, tailor key messages and appeal to the same target audience with your company. As Sun Tzu once said: "If you know your enemy and know yourself, you need not fear the results of a hundred battles."
Constantly developing your buyer personas is critical to retain more customers and profitable your company's activities. Besides your business offering values and solutions for your target audience, the good buyer personas are a weapon to guide your consumers towards thought-provoking and ultimately convince them to connect with you and be served what they need.
1. Neil Patel. How to Create and Reinforce Your Buyer Personas. Neilpatel.com
2. Amy Wright. 2017. What is buyer persona and why is it important?. SocialMediaToday.
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