Ten Steps to Create a Buyer Persona:
Marketing Foundations to Ensure Success in your New Business
Knowing your ideal customer is what will make your business a huge success. You need to know who you are trying to reach and by having a Buyer Persona, you will know all about your customers so you can help solve their problems and offer them exactly what they are looking for in today’s market.
Step 1: Conduct In-Depth Research
Conducting in-depth research is the part of this process that many may consider boring, but it is worth the time in the long run. Start discovering a few things about your customers by researching these important factors. Resources such as surveys, interviews, website data and social media analytics to gather this foundational information. What you are looking for is a few common characteristics, their pain points, and buying behaviors. Additionally, you want to document demographics, behavioral patterns, what motivates them and what challenges or problems they want to solve.
Step 2: Identify Trends and Patterns
As you are gathering your data, keep track of patterns and trends that you see. Sort the data into age groups, professions, personal interests and goals. This is the foundational information you will need as your buyer persona develops.
Step 3: Give Your Persona a Name and Image
Humanize your buyer persona with a name and image that represents them. As you begin work from your marketing efforts, your marketing team will better relate to and understand the persona’s needs and desires. For example, if you are targeting small business owners, you might name your persona “Small Business Sally” and use a photo of a successful businesswoman.
Step 4: Define Demographics and Background
The background research may seem unimportant, but to really know your audience, these details help to really have a good understanding of your buyer persona. You will want to provide specific demographic details for your buyer persona that include details such as age, gender, location, education, and income level. Include other less common background information, like their job title, years of experience, and industry. This data will help you comprehend their perspective.
Step 5: Identify Goals and Values
Understand what your buyer persona aims to achieve and what values are important to them. This information will help you align your content with their objectives and resonate with their core beliefs. Without this detailed knowledge, how will you know what they will be wanting to do with your company or brand?
Step 6: Describe Challenges and Pain Points
Pinpoint the challenges and pain points your buyer persona faces regularly. Identify the obstacles that prevent your buyer persona from reaching their goals. By recognizing their pain points, you can tailor your content to address these issues and offer solutions.
Step 7: Analyze Behavior and Decision-Making Process
Examine the behavior and decision-making process of your buyer persona. Understand where they seek information, how they conduct research, and what influences their purchasing decisions. This knowledge is invaluable for optimizing your marketing channels and messages.
Step 8: Determine Preferred Content and Channels
Identify the type of content your buyer persona prefers, such as blog posts, videos, infographics, or podcasts. Additionally, find out which communication channels they use most frequently, such as social media platforms, email, or industry forums. This will help you deliver content where your audience is most receptive.
Step 9: Address Objections and Barriers
Discover the objections and barriers that may prevent your buyer persona from converting. This insight allows you to tailor your content to address their concerns and establish trust.
Step 10: Regularly Update Your Buyer Persona
This may seem counterintuitive but you are working with humans and they are always changing and experiencing new life events, therefore adapt with them because buyer personas are not static; they evolve with changing market trends and customer behavior. Regularly update your personas based on new data and feedback to ensure your marketing efforts remain relevant and effective.
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If this seems like a lot, do not worry, just download our free checklist so you can remember everything you want to know about your ideal client as you work to create your own buyer persona.
Creating a buyer persona is a critical step in understanding your target audience and delivering content that resonates with them. Remember, the more you know about your customers, the better you can serve them, and the higher your chances of success in the competitive world of marketing.