Buyer Personas: Who Are These People and What Do They Want?

In order to really hone in on what our customer’s wants, needs, and desires are, creating a buyer persona helps identify who they might be, what they’re engaging with, and what kind of marketing we should be focusing on. In essence, these personas are just fictional, generalized representations of who our ideal customers are.

Analytics

In order to create your persona, there are three primary ways you can gather data about your customers, the first of which is your analytics dashboard that you might find with tools such as Google Analytics, Instagram Insights, or Shopify. They’re a great way to secure demographic info like age, gender, and locations.

Surveys

Surveys can be conducted in person or over an email. To help incentivize customers into taking them, you could offer discounts, raffles, free products, or gift cards. When conducting a survey, information you want to focus on would be:

  • Background (questions about family, careers, etc)
  • Demographics (age, gender, location, education, income, marital status, etc.)
  • Identifiers (what books/blogs/media do they consume? Interests/hobbies/clubs etc.)
  • Goals (what are their biggest wants/needs/desires?)
  • Challenges (what keeps them up at night? Issues/pain points, etc.)
  • Opportunities (what can you do to make their life better/easier?)
  • Sales objections (what makes them hesitate when making a purchase?)
  • Actual quotes during the survey/interview

Interviews

While interviews sound like a lot of work, they’re often the best way to gather data. People tend to open up a bit more when talking to a person rather than typing something out on a survey. You’re also able to ask follow up questions during interviews and dive deeper into the details. Doing just five, one hour interviews could yield data that could potentially be used for years. Focus on asking the same type of questions that you would in a survey. .

Creating Personas

Once all the data is collected, you need to read through it and make note of any similarities and commonalities between the responses. You’ll notice that most of your customers probably have a lot of similarities.

Summarize their characteristics on a slide or a document. Then give your persona a memorable name like Climber Sean, and you have your buyer persona!

So What Now?

Always have your personas in mind whenever you market to your customers. This will help tailor your marketing to your ideal customers and have a higher level of engagement with them. For example, if you have a buyer persona who is frugal with her money, you may want to tailor your marketing to advertise special deals or savings. Or if you’re an outdoor retailer and you have a persona who likes mountain biking, you could write a blog post about the best trails in the area.

But this isn’t the end of the road. We can dive so much deeper with our customer insights! Empathy maps, the marketing funnel and loyalty loops. Be sure to contact me if you have any questions or comments!

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