First of all, what is a Buyer Persona? Answer this question first: Who is your ideal customer? That is the question you seek to answer when you develop a Buyer Persona. A Buyer Persona is a profile that captures the essence of your ideal customer. That profile comes from real data and educated guesses about demographics, behaviors, motivations, and goals. You are creating a fictional character based on those facts and guesses.
A well-defined persona helps you identify and attract the people who can influence or make decisions to buy what you are marketing. Think of the persona as a tool. It helps you build confidence in these people and persuade them to choose your company’s products or services. Another way to think of Buyer Personas is that they identify the people who buy your products or services.
Buyer Personas are NOT:
• Specific people
• Target markets
• Influenced by technology changes
• Professional roles
• Not fluff pieces
A well-defined Buyer Persona includes:
• Demographic and biographic information
• Common behavior patterns
• Shared pain points, both professional and personal
• Shared goals, wishes and dreams
These personas represent your customers. Everything you do and your business’s reasons for doing them must tie back to your customers. Buyer Personas help you keep that focus. They are not optional for successful businesses.
What advantages do you get with good Buyer Personas?
• You know where your customers spend their time.
• You know what your customers are looking for. That helps you create better and more desirable products.
• You know which direction to take the company.
• You know how to keep your company departments aligned with your customer’s needs.
• You can relate and connect with your customers better.
• You can attract the right website visitors, leads, and customers through your marketing efforts.