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    BUYER PERSONAS

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DEFINITION:

Buyer personas are semi-fictional, generalised representations of your ideal customers. They will help you understand your customers better, and make it easier for you to tailor content to their specific needs, behaviours and concerns.

With the pertinent research and data collection, you will find out your potential customer's goals, challenges, desires, motivations, needs in order to create powerful messages that will drive engagement and conversion.

How to create your buyer persona

You need to know the story behind your buyers, that means to follow the 6 W's rule:

who, what, when, where, why and how.

  • Do Research
  • Conduct Surveys with your clients
  • Conduct 15-20mins interviews
  • Review your Internal Data: Ask Sales team for feedback, Listen to Calls and analyse past client outcomes.

The best way to understand what people want is to get to know them. The key is to ask the right questions.

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Recommendation

 
  Find quotations for each stage so you and your team will always have a clear idea of the customer’s thoughts.  
 

 

 
     
  

Important

  
  It is important to establish Buyer Personas for your business so you can segment your audience and create stronger marketing campaigns.  
     

 

What insights do I need to create Buyer Personas?
The 5 Rings of Buyer Insights by Adele Revella:

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Buyer’s Profile:

The first step is to know the basic information about our ideal customer, this will help marketers to think about your target audience as real people, with families, tasks, problems and concerns. Try to humanise your buyer persona the most you can, so you can generate a human connection with people whom you have never met face-to-face.

To have a better understanding of your future customer’s goals and challenges, try to imagine yourself making the decision you want to influence.

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Priority Initiative:

What or who causes the prospect to look for a solution in your company’s category and invest in it? What made your prospects aware that they have a problem or a need? Why are they not willing to stay satisfied with the status quo?

It is important to understand the personal or organisational factors that prompted your buyers to allocate their time, budget and effort to find a solution.

To have a better understanding of your future customer’s goals and challenges, try to imagine yourself making the decision you want to influence.

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Success Factors:

What are the specific benefits, expectations your buyers are expecting to achieve from this solution? It will tell you which aspect the prospect values most and why.

Take both tangible and intangible metrics into account. Try to be as specific as possible, so you will get to know you audience much deeper and will be able to develop persuasive and tailor-made messages.

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Buyer's Journey:

What is the buyer’s role in the decision? Who and what was involved in the decision process? This insight tells you what process your buyer follows in exploring, short-listing and evaluating alternative solutions in order to make a decision.

It is also important to know what sources they will trust most to answer their questions. 

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78% of European buyers would trust in recommendations from people they know, followed by consumer opinions posted online (60%)

(Source: Nielsen Global Trust in Advertising Survey, 2015)

Identify at which stage your buyer persona is in order to create, publish and distribute the right content to the right target audience.

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Decision Criteria:

Which specific benchmarks of your company does this buyer use to evaluate while comparing alternative approaches and making a purchasing decision? Why did they eliminate some options and why did they keep certain solutions into consideration? This Insight tells us the specific features of the solution that buyers believe they need.

For powerful insights, take into account those buyers who chose you, as well as those who did not.

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Did you know that…

Using Buyer Personas made websites 2-5 times more effective and easier to use by targeted users (Source: HubSpot)

Want to attract and retain the right audience?

 
 Schedule my 30-minute strategy call  ›