If you’re struggling with acquiring and retaining customers, it could be because you haven’t defined/created your buyer personas. Buyer personas help us personalize who our ideal customers are. Customers want to feel special, and this is the first step to that and making your business succeed.
What Is A Buyer Persona
A buyer persona is fictional but a representation of your ideal customer down to demographics, what they do, what they like, where they are, and more. Your persona is the person that you’ll love to sell to most.
Most businesses have more than one persona because they are targeting more than one type of individual. For example, your business could be targeting both entrepreneurs and marketing managers. Those are two completely different groups with different pain points.
What Is The Importance Of Buyer Personas
One thing that many Nigerian entrepreneurs don’t understand is that people relate to brands easily when they can see themselves in the content and design of that brand. Secondly, buyer personas help you get a starting point in visual marketing because you can speak stronger to your audience when you know whom you’re talking to.
Using your personas make your website and social media more useful, engaging, and persuasive to visitors as against your competitors that don’t.
How To Build Buyer Personas
There’s no must-use step, but most great buyer personas are built from a mix of research, surveys, and interviews of your target audience.
Whichever one or mix you use, ensure that you’re collecting the following information:
- Interests (hobbies, affinity)
- Pain points
- Memorable phrases
At the end of the research, you want to have something like this:
Target Persona #1: Kevin
Entrepreneur Wanting To Level Up: Kevin is an entrepreneur in Lagos that is tired of big brands dominating the SERPs, but desperately wants to emulate them. He has a scattered picture of internet marketing and is struggling to put the pieces together. He’s thrown a bunch of things at the wall; some worked, but he isn’t sure what worked or how.
He wants to market his website but realizes there is just too much to do and is overwhelmed. He is willing to invest resources and work hard into building his brand for the long term but isn’t sure where to start. He is in his late 30’s, a family-oriented person, and wants to spend more time with his children.
From this persona above, you can see that we have:
- His age
- His sex
- His value – family-oriented and wants to spend more time with his children
- His goals – wants to dominate SERPs
- His Challenges
- His fears and pain points
- His location
If such information is used in creating content that’s personalized explicitly to Kelvin, you’ll convert people like Kelvin faster compared to any of your competitors that haven’t done the same.
So, if you’re offering marketing services, for example, you can roughly say your primary target audience is entrepreneurs and head of marketing/communications units. So, put those 11 points together in a Google sheet or notepad and select a few individuals that you know of in those categories.
Interview them and build your personas on that. If you can’t get anyone to interview, go online. Visit blogs and forums, in this case, Entrepreneur blogs and forums. Check the comments. What are people saying?
If you’re into e-commerce, yours is even easier as you don’t necessarily need to do interviews/surveys like others. You can build personas from simply checking product reviews.
From this, you have a name; you know that this person is a parent looking to use organic materials for their baby and wants to avoid skin irritation. Their challenge concerning the product has to do with waking their baby up at night to change a diaper. You can see that they’ve tried other brands and have stuck with this because of price, and also likely because the others do not offer a solution for the “tiny” leak that they noticed.’
How To Use Your Buyer Persona In Content
When writing service and product copy, make the features of your service/product benefit-oriented with the benefit being around solving the pain points you noticed in the interviews/research.
Ensure what you’re speaking in the language/tone that your buyer persona would most likely relate to. Young millennial entrepreneurs can relate to a casual language more than someone in their 60s (baby boomers).
Secondly, ensure that when doing your branding, you share your persona with your designers. That helps them understand your target audience as well to build what they will relate to.
It’s also essential that your visuals and website mirrors your brand image and the tone that has been built based on your persona research.
Finally, always share your personas and brand tone with anyone that will prepare marketing material for you, be it your website or social media. This can bridge the gap between little/no conversions and lots of conversions.At the end of the research, you want to have something like this:
AUTHOR: ONAJITE OMARE: Onajite Omare is passionate about helping businesses grow through IT and digital marketing. She hangs her hat on years in the trenches of marketing, web development, and growing businesses including her own – The Brand Ally