Buyer Personas: Are You Attracting the 21st Century Consumer?
The following is an excerpt from IMPACT's popular ebook, "The Ultimate Guide for Creating Profitable Buyer Personas." For more expert tips on delivering a more targeted marketing campaign, check out the ebook here in its entirety.
What do you know about your prospects?
Not to put you on the spot, but do you really know what motivates them to make a purchase? Other than the fact that they buy your products, what do you really know about your customers and ideal prospects?
What affects their buying behavior?
What types of needs, challenges are they facing?
Given the consumer shift toward more personalized, unsolicited marketing, it's important for all marketers and business owners to have a much more detailed picture of who their ideal prospects are and why. This is why creating buyer personas for your company is now essential in attracting the 21st century buyer.
But how do you create a buyer persona? And how do you know it's detailed enough? What questions should you be asking?
These are the questions we've set out to answer. In an effort to provide you with direction in crafting your buyer personas, we've detailed what you should include and how to get started in doing so.
If you're interested in learning more about turning these tips into actual results, be sure to check out the full ebook.
The goal here is to try and picture your buyer in a “daily life” situation. We think about how they would likely research and look up information before making a purchase. We ask questions like:
- What sort of products or services do they spend time online researching?
- How do they plan on using those products?
- What do they do online (i.e. are they social media junkies? Do they read blogs?)
- Do they like reading “trend” pieces? Current events? Educational pieces?
- Do they watch videos or listen to audio (i.e. podcasts)?
- What kind of keywords do they use when performing searches online?
Once we get a good idea of what you think their buying behaviors will be, we’re able to work with our clients to start creating a tailored and targeted marketing plan that will really help you move your products and services.
Keep it Realistic
While you don’t want to think of a real person specifically in mind when creating your buyer persona (this may cause you to create too specific of a buyer persona that may end up being more limiting than helpful), you can use that “someone” as a sort of template for who the buyer may be.
But it’s important to keep it realistic. Just because you think one group of personas is more adventurous in the buying behavior, doesn’t mean they’re avid skydivers. And really, how would that even help you?
Keep it realistic and relevant to the ultimate goal, which is to more effectively market your services to their interests and needs.
About John Bonini
As the Marketing Director of IMPACT from 2013-May 2015, John lead the IMPACT marketing team. He also wrote for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. In his free time, John enjoys playing guitar, high-fives, and anything with marinara sauce.