Buyer’s Persona Simplified
A buyer’s persona is a representation of your ideal customer. It includes details like your ideal customer’s age, gender, marital status, place of living, number of kids, education, income, fears, pain points, goals, and dreams etc.
Why do you need to have a Buyer’s Persona?
In short, your goal is to make money by serving your customer, right? A buyer’s persona gives you the essential insights into your customer, so that, you can better tailor your services according to the demand of the market.
According to a case study, Netpospex increased its website visitors by 900% and marketing-generated revenue by 171% by molding its website according to its buyer personas. The case study proved that identifying a buyer’s persona is the first step to formulate a fruitful relationship with your audience.
So having a buyer’s persona which is a true depiction of your ideal customer helps you to:
· Build a fruitful relationship with the customer.
· Create products and services according to the needs of the customer.
· Improve customer support.
How to Create a Buyer’s Persona
In order to create a buyer’s persona that is closest to reality, you need to know the correct answers to the following questions.
1. Who is your customer?
You need to know the basic information about your customer. Information like your customer’s age, gender, education, place of living, relationship status, and monthly income.
2. What are the main pain points of your ideal customer?
In order to better serve your customer, you need to know their problems, fears, and roadblocks in the way of their goals and dreams.
3. How your product or service can benefit your customer?
You need to have detailed knowledge about your own product/service. You must know how your product can help your customer.
4. How is your product better than your competition?
You must know the benefits of your product in comparison with your competitors. The bottom line is, why should your customer buy from you and not from your competitor?
5. How much money your customer can pay for your product?
Knowledge about the buying power and buying behavior of your customer is handy. You can aptly price your product in the light of this insight.
6. Where does your customer spend time?
Surroundings have a great influence on a person. The knowledge of how your customer spends his time is helpful in custom-tailor your products, services, and campaigns.
In case of business t0 business buyer personas, you need to a few more questions.
1. What is the target business?
Like the person you are targeting, you need to know the main characteristics of the business you are serving. What the business does, what are its pain points and how your product can help the business?
2. What is the buying procedure in your target business?
Different businesses have different buying procedures. You need to know the hierarchy of buying procedure and who makes what decision in the buying process.
3. What is the role of your target customer in the company and what decision he makes in the buying process?
Knowing the place of your target customer in the buying procedure of the business will help you tailor your campaign according to the customer characteristics.
Main Difference Between B2B and B2C Buyer Personas
The main difference is creating a b2b or b2c buyer personas is that in a b2c situation you need to know more about the personal aspects of the customer. On the other hand in case of b2b customer you need to know more about the career aspects of the customer.
How to Get the Answers for the Questions For Creating A buyer Persona
Initially, you can answer these questions according to the info available to you. In this way, you can check whether you are on the right course or not. Once you have outlined a rough estimate of the buyer’s persona then you can confirm your assumptions by using:
· Google analytics
· Social media analytics.
· Groups on social media.
· Interviewing your customers directly.
Once you have confirmed your buyer’s persona through analytics, social media, surveys and direct interviews of the customers then you can modify your initial buyer’s persona. Now that your buyer’s persona is modified and close to reality you can better tailor your content, campaigns, products, and services.