You’ve perhaps heard of the buyer persona concept, yet it may still mystify you how such a thing works when it sounds so close to fiction writing. In the world of business, it’s the only time when the world of fiction merges with marketing reality. Nevertheless, the information you use to create a buyer persona still comes from real people who consolidate into a portrait of a prospective buyer.
An encapsulated way to describe buyer personas is targeting your content with a fine focus. This helps put it all in perspective of why you need to create buyer personas as a way of breaking down who you really need to target in your marketing campaign.
How do you gather the information, and what traits do you look for to create the perfect picture of someone who’s likely to buy from you? The sources you can use might surprise you. Also, you’ll be surprised at how much information you can find about buyers from your existing data.
Where Do You Find Buyer Traits?
If you know any fiction writers, one thing they’ll probably tell you about creating fictional characters is they frequently use real people for inspiration. Their world and your world can coalesce in this instance, because you can use information you already have on customers who’ve been with you for a while.
While you might find it invasive to search your own database for information about your existing customers, it’s there where you’ll find valuable information toward creating a buyer persona. Since your customers agreed to have their information in your database to begin with, don’t be afraid to use their info to scope out details.
It’s here where you can build a fictional buyer persona based on various strong points about what your typical customers do. As a result, it’s very much like what a fiction writer does where one character exhibits a dozen different traits from as many or more people.
What Kind of Traits Should You Extract?
In order to create the perfect buyer persona that represents the type of customer you need, you have to dig deeper than you probably expected. While you should always study the buying habits of your existing customers, you can find so much more based on whether they’re married, what kind of education they have, and even their age or gender.
The last two might sound like profiling, yet the customer information you already have tells major truths about which customers are more apt to buy from you.
Keep in mind that you don’t have to just dig into your customer database and other analytics to find buyer persona information. You can assemble these traits even faster through email surveys or direct interviews with your customers if they’re willing.
What Buyer Personas Enable You to Do
One aspect to look for in creating a buyer persona is finding out what type of digital media your customers prefer to use to find information. This is important because you’ll know where to target any marketing content in the future to attract your prospective buyers.
All marketing on social media is better targeted and focused so you won’t just guess who’s going to see your content and what the reaction is. Content like blogs and videos you create on your website also have a better shot of getting seen by the viewers that matter. Once you know who you’re creating content for, the creative process goes faster.
Overall, it does take time to create buyer persona, though creating content will go quicker when you’re not just marketing in the dark.