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.
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.
The best way to understand what people want is to get to know them. The key is to ask the right questions.
|Find quotations for each stage so you and your team will always have a clear idea of the customer’s thoughts.|
|It is important to establish Buyer Personas for your business so you can segment your audience and create stronger marketing campaigns.|
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.
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.
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.
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.