One of the main things you need to do as a business owner is to know your audience. You going to need this especially if you do SEO or start leads / sales paid campaigns.
No matter how you call it, Audience Persona, Marketing Persona, Customer Avatar or Buyer Persona, you need to know WHO are you selling to. You product or service can be the greatest, but if you try to sell it to the wrong audience, your campaigns (organic or paid) will fail.
To ensure that you are generating targeted leads, you’ll need to deliver your content and campaigns to the right people. The recommendation is to build 3-5 different buyers personas. Later you can use the 80%-20% rule to identify the 20% targeted audience that can generate 80% of your company’s revenue.
What Is a Buyer Persona / Audience Persona?
A buyer persona is a representation of your ideal targeted customer, drawn from detailed audience research.
The Persona will help you:
Understand Who are your buyers (demographic, behaviour Patterns, motivations, goals, values)
Where do they hang out online
What are their needs regarding your produce/service
How to address your different potential clients groups (that will buy your service/product from different reasons)
How to tailor content and campaigns to answer customer-specific needs
Determine what kind of content and ad creative you need
How to build effective communication and sales strategy
Minimize your workload as you’ll focus on the right audience at a time
Increase marketing ROI (Return on Investment)
How to gather information for Buyer Persona?
There are many ways to conduct an audience research.
Talk to your clients
Make a survey
Search the web
Research Social Media
Read market reports
Read competitors blogs
Buyer Persona Research Checklist
Children (yes/no, ages)
Country they were born
Homeowner / renter
Type of mobile device they own
Job Title/ Job level
Size of company
Years of experience
Years in current job
What can be considered as success in the position
Special skills needed for the position
Tools required for their position
To whom do they report / who reports to them
Visiting industry events / conferences
Typical work day of your buyer persona
Time they spend at work vs. time at home
Things they do for fun
Type of vehicle they own
Computer literacy and abilities
Blogs, news and social media they pay attention to
Other goals they have
Steps they take in achieving those goals
Biggest challenge (the one preventing the main goal)
Things they have done in the past to conquer the challenges
Looking at the past, what could they have done differently
Decision Maker related to your product / service
Others involved in the buying process
Other that consult or advice your persona
Values / fears associated with the product / service
Common fears they have related to your product / service
What makes them nervous when purchasing your product / service
What makes them angry when purchasing a product / service like yours
Product / service specific questions
Why do they need your product / service
The benefits they can get from your product / service (compare it to similar products in the market)
Why would they choose to buy from you
How do they research for new product / service like yours
What questions do they ask before buying your kind of product (Is it priced fair?, do I need it?, can I afford it?, are there any better similar products?, is it a trusted company?, what is the return policy?
How can they find your business
Is it important for them to get good deals
How do they prefer to interact during buying process of a product like yours
The worst costumer experience they had while buying something similar
Can they be repeating customers
How do they like to pay for a product / service like yours
Your next step is to build your business Buyer Persona
Fill out this form and click the “print” button at the bottom.
Build five different personas (use the links in the bottom), then identify the most productive two for your business and make them the priority.
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