WHAT AND WHY BUYER PERSONA IS IMPORTANT

Buyer persona shows a typical customer that you need in-depth knowledge regarding what and why a product is important to the buyer. Knowing your customer makes it easier to present what best suits him. Instead throwing everything at buyer. This time, you present what is choice or get is fancy. 

When you get this insight, it simplifies the marketing process and helps get smarter results.  Based on your research, delivery of the target product becomes as simple as abc. Now you sit down and watch the bucks roll in. Like I said earlier, a buyer persona is just a typical representation of your real life customer or clients.

 

When you have a buyer persona, it helps you know your what, why and improves the chances of closing better deals. Also, you need to create a custom buyer persona for your business that will help in knowing the customer’s needs. It enables your business to push forward and helps to define the business core customer. To proffer  specific solutions to their individual needs.

Creating a buyer persona template is a good idea for startups too. Buyer persona could be called customer persona, audience persona others also call it market persona.

WHAT EXACTLY IS BUYER PERSONA?

Buyer persona is a typical   information showing  an ideal customer. It could be in the form of a template that tells you exactly who that customer is.

According to Brand Studio, a buyer persona is a research-based profile that depicts the target customer.   Hootsuite defines it like this; a buyer persona is a detailed description of someone who represents your target audience.    It could be the picture you print based on thorough research and findings.  Personal development is essential for the improvement of the marketing department.

 Good buyer personas explain who, what and how exactly is your visitor the challenges before them.  It enables you to focus more of your attention on getting quality leads and guide better sales results.  With that you can focus more of your time on warm leads, customers and make them lifetime buyers. It goes beyond taking basic demographics to something of likes and dislikes.  Also, available time, buying time and choice of the buyer.

 

Buyer persona  generates the following information; the content that generates  more attention to audience

 

WHY BUYER PERSONA IS IMPORTANT? 

You know that audience data will be the point to get what is  the like or dislikes of a buyer. It is important to have several buyer personas for your business because of individual decisions variation. One buyer criteria differs from the next buyer.   Then, different strategies will be put in place to serve their needs.

Now, the question comes, why is the buyer persona important? It is important because the team will assign resources, strategies, focus and invest heavily in targeted areas that would bring visitors, leads and customers over and over  again.

 

Smartbugmedia puts it like this;  “without this fundamental research, you will not fully know what attracts new leads and drives them to make a purchase, potentially leaving profits on the table.”

  Knowing the problem the customer has will be a starting point to present a solution to him or her. Buyer persona is part of content creation and lead generation strategies that guides marketing or sales force. In spite of the size of your organization, it is necessary to get the best out of inbound marketing.

Any type of business needs a buyer persona to grow revenue from B2B, B2C, manufacturers, IT, financial and many more. The size of the business doesn’t matter.    Because it would enable businesses to know their customers’ specific needs, in a very clear perspective and serve them better.

 “When choosing a product or service, people naturally gravitate toward businesses they know and trust. And, the best way to build trust is to show genuine understanding and concern for the other person – in this case your customers.” –  BrandStudio

When you begin to address the pain of your customers that would be the starting point to express their trust in you.   “Buyer personas embody the type of customer that gives you the most revenue, with the least opposition, over the longest period of time.” – Smartbugmedia

 

How to create buyer persona

 

As a business owner, before you create a buyer persona you must gather enough information needed to verify each customer. Do necessary research to generate information that really matters most to capture sales. Having said that, form creation is necessary before you start gathering information about the buyer. Let’s say, most of your buyers are young graduates who are single.

This will make you write copy content that centers on young graduates and matches exactly what you young people mostly need. Example they like fun, fashion, fanciful stuff and fine leaving home or making huge money and settling for marriage.   Below pictures show exactly what a typical  Buyer Persona looks like.

Also read:Lead Generation For Digital Marketing Agency  

Here is how it goes:

•       Audience In Depth Research

 

Get on the go, by researching their various needs like what’s important to them, what motivates them to buy, how they make the choice of purchase and the platform they make the most consumption. 

You can make a list like;

1.     Name
2.     Age
3.     Email
4.     Marital status
5.     Income level
6.     Profession
7.     Goal
8.     Most pressing need and more

Remember to ask the type and size of business for the B2B Company.

You can use Buzzsumo, Google Analytics,  Facebook  Audience Insight, Facebook Custom Audience and  for hash tag use Keyhole.co

 

•       Spot Customer Hurting Challenges

 

Setting up social mentions on brand24 or comments on blogs will let you know what they are going through. Social stream would help do that, by looking at what buyers say about the brand or products. Thereafter, go back to draw conclusions from all that was said.

You take a look at what’s their need, tension or challenges before them?  Head to customer support to hear what they have to say too.  If buyers dropped comments both positive and negative, that could be a starting point to create categories most challenging issues to least. Then, trying  to fix them one after another.

•       Recognize Customer Goals

Looking at what and why the buyer persona is important, it is critical to check what their goals and expectations would be.  Since entrepreneur duty is to solve people’s problems by providing solutions. Looking at their goals would give you a mental picture of what can be done or the product to create.   

 Remember the case of a medical doctor, before you visit a medical center there must be a medical challenge. Your doctor, after diagnosing the problem will ask you; what do you want? Then you’ll say, please remove this cancer or I want you to recover health? The same way business can offer solutions to buyers.

Through their pressing goals.  Sometimes you could solve their needs or you may not. Delivery this information to the sales team will then bring available products to their doorstep.

•       How The Product Can Help

After getting information about the goals of your customer, it is mandatory to swing into action by creating products according to their expectation.  Now it’s time to help the customer by creating a solution to the problem. If you want the buyer to be satisfied while you keep him coming back, solve his problem.  Everybody wants to live from stress.  Comfort is very important for a product, if it doesn’t then the purpose is defeated.

•       Design Unique Buyer Persona

 

This is the very time to create a buyer persona after knowing what and why which is very important. Aiming for something pretty  good. Every step taking must be targeted at the information provided. 

For instance, check this  case study from Hootsuite;

 

Buyer persona: Maria Suomalainen

 

Born in Germany but lives in Tornio

Aged 25 to 34 years with two children

Travels with her family

Has a bachelor’s degree

Uses the tourism centre’s website to look for events, restaurants, places to visit, and shops

Is frustrated by the tourist centre’s boring social media, lack of visual content, and lack of interaction with visitors

Uses Facebook, Instagram, TripAdvisor, and Pinterest

Prefers video, photo, and text posts, along with Instagram Stories

The Tourist Centre is now using more visual content, shares loads of events, and has social share buttons for Twitter, Facebook, and Pinterest on its website.

One challenge with this buyer persona: No person is aged 25 to 34 years. While that age range may describe the tourist centre’s target audience, the buyer persona should have a specific age. – Source:Hootsuite

 

 

HOW TO BUILD  BUYER PERSONA FOR RETAIL STORE?

 

In retail business, knowing the customer gives you head up. You can proceed to gather what is vital for production.

•       Arrange buyers  group
•       Arrange Key Information area
•       Collect information according to specific need
•       Provide solution

 

HOW TO USE BUYER PERSONA TO IMPROVE RIO

 

1.     Production roadmaps
2.     Marketing department to perfect  functional strategies
3.     Develop perfect report of ideal customer
4.     Produce  customer centric resolution

 

 

Conclusion:

From this article we have clearly defined the buyer persona to entrepreneurs like you and sales. Explained what and why buyer persona is very important to B2B and B2C. how to create a list of buyer persona from scratch by gathering information from buyers.  Knowing their pain point and goal. Developing solutions that  would bring an end to their pain point and make them live comfortably.

For some time now we’ve not heard from you. Make your mind known to us through comments. We’ll love to hear from you. Like share and subscribe to our feed.

 

By

Humphrey Udoh

 

Elivechat Team

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