You may be wondering, where should I start in identifying a buyer persona?
The blueprint of marketing: the buyer persona is critical for any business to understand the customers’ needs and wants by converting visitors into leads in the hopes of developing a lasting relationship.
Without a buyer persona, how will you know which platforms are best to speak to your target audience or which messaging resonates and thus appeals to the target market’s needs?
Leading expert, Tony Zambito, in 2002 defined the buyer persona as “research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behaviour, how they think, how they buy, and why they make buying decisions”.
You may be wondering, where should I start in identifying a buyer persona?
From my experience, one of the starting blocks has always been: research, research and research a little more! The buyer persona can be formed but not limited to:
• Conducting surveys: open ended questions are fundamental in understanding behavioural drivers and any obstacles they may incur when interacting with your company.
• In-person interviews: an extension to surveys, interviews can help in further understand the finer details such as motivations for buying your products/services.
• Web analytic tools: qualitative tools can help to understand on-site behaviour of your customers.
• Social media listening tools: such as Facebook insights and Twitter can help in discovering customer demographics and lifestyles.
As mentioned at the beginning, the buyer persona is the foundation of your marketing and without them messaging can get lost in translation. A strategic tool in making decisions, a well-defined buyer persona will help grow your business in the long run.
Let me know if you have any questions on getting started on your buyer persona - G x
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