By Chris on Aug 9, 2018 1:31:01 PM
Do you really know to whom are you selling your goods?
It’s critical to do your research ahead of time over your customers or creating buyer personas. Why? If you avoid this process, you won’t be able to determine what is that your potential clients want, which sites they visit, or why they came to your website. Understanding your ideal customer will help you making decisions in your eCommerce business such as branding, site design, and marketing strategy.
One of the most important aspects that your Marketing Strategy includes is knowing who is your target. If you don’t know to whom are you vending your products/services, then how would you know what to sell?
In other words, you must know to what is your marketing targeted audience. An effective way to do this is by creating Buyer Personas - a semi-fictional representation of your ideal customer based on market research and real data about your existing clients. These buyer personas ensure that that you’re marketing to people who are interested in what you have to offer.
When building your ideal customers, make sure to include demographics, behavior patterns, motivations, interests, and goals. The more detailed you are, the better.
Where do I get information about Buyer Personas?
The strongest buyer personas are based on market research as well as insights you gather from your actual customer base (through surveys, research or interviews).
Depending on your firm, you could have as few as one or two personas, or as many as 10 or 30. So, let’s say the biggest mistake you can make when creating buyer personas is to make assumptions continually.
The more time you spend in developing your buyer personas, the more effective your marketing strategy will be in the end.
Why using Buyer Personas?
Your buyer personas are an essential factor of your firm. But, why? Here are the main 5 reasons:
- Identify your client’s needs and wants so you can delight them with what you sell and earn their return business.
- Understand how consumers make purchase decisions, so you can develop a complex target in your marketing and move them through your sales funnel (TOFU - MOFU - BOFU)
- Ascertain where your buyers spend time on the web and in life, giving you perspicacity into how to interact with them, contact new customers, where and how to promote your company, and what type of content to produce.
- Promote new or improved goods and services based on the needs and wants of your contemporary customers, allowing your relationship with them to increase and emerge.
- Using buyer personas guarantees that every product, service, blog post, email, and customer service is compatible and aligned with your clients' needs and expectations.
Now the question is, how do I create Buyer Personas?
As we said before, Buyer personas can be created through research, surveys, or interviews. What we mean is to gather customers, prospects, and those who might be compatible with your target audience.
Here are some useful techniques for meeting the right information you need to develop personas:
- Look through your contacts database to reveal trends about how specific leads or customers find and consume your content.
- When you create forms for your website, you must design form fields that catch essential persona information. For example, ask this persona what type of commerce does he engage with?
- Interview customers and prospects, either in person or via web. By doing it, you'll discover what they like about your product or service.
- Last but not least, consider your sales team feedback on the leads they're interacting with most.
Now that you know what a Buyer Persona is, why you should include it in your Marketing Strategy and how, let’s take a look at some possible questions you might like to ask in interviews to gather information:
- What is your job role? Your title?
- What is your company name?
- How would you describe your company?
- Annual revenue?
- Number of employees?
- Do you use the internet to research vendors or products? If yes, how do you search for information?
- What are you interested in?
- Do you read blogs? If so, what publications or blogs do you read?
To conclude, make sure you give your persona a name depending on their industry (like Manager Sara or Bachelor Elizabeth), and include a real-life picture of your persona so everyone can honestly envision what he or she looks like.
Now that you know everything about Buyer Personas, make sure you include them in your company’s strategy and take your firm to the next level!