Buyer personas are fictional representations of your ideal customers for each of your market segments and demographics. They allow you to understand your customers needs and desires, and which buying channels they spend their time on. Buyer personas also help you stay consistent across your business departments, develop better products, and source better leads.
From mirroring your personas to your market segments, to using them to support your customer journey mapping, these tips will help your company get the most from buyer personas.
Recommended reading: How to Write an Appealing Company Profile
Your buyer personas are designed to be a personification of your market segments, ergo to get value from them you must start with the later to create the former.
You should segment your market by using the following metrics:
Having segmented your market, you can then build out your sales personas so that the two mirror each other. The benefit of taking this approach is that it brings consistency across your sales and marketing teams.
To create the best personas for your customers, you need to understand what drives them to buy what your business is selling.
You need to establish their pain points, what their goals are, and how your company provides solutions to this.
To get down and dirty with these drivers you should look at your recent customers, then work backwards by answering these questions:
You can use a range of analytics tools to help you find the answers to these questions. The reporting available through your website should be the first place you start. You should go deeper than Google Analytics.
Using data tools like Sisense, Looker, and Zoho Analytics, you can really research, examine, and scrutinize your customers’ buying decisions.
You need to take the “persona” part of your buyer profiles seriously, putting flesh and personality onto the bones. While your buyer personas must mirror your market segments, you need to build them out by adding the following (but not limited to) details:
To help you create your metrics, you can use a template or example from another business.
While creating the right profiles is essential for your business, it’s just as important that they support your customer journey – without doing this your personas won’t become buyers. The key is to know how you personas will interact with your business at each stage of their journey:
You can see a great example of how a great e-commerce customer journey map works below:
Credit: Shopify Plus
While the example above is a great place to start, it’s only the beginning of your own journey. You need to keep developing your understanding of your customers and their relationship with your company, so that you can keep giving them valuable products, services, and experiences.
Buyer personas are a great way of learning more about your customers and how your business can help them. By creating a list of the different people who benefit from your company, you can enhance your marketing, design better products and services, and boost your sales figures. So take these tips away and start creating the right buyer personas today!