The buyer persona is the semi-fictitious representation of your ideal client, based on a joint investigation with different departments of your company and focused on finding new qualified prospects and then turning them into your clients. Building these profiles can be the key to the success of an inbound marketing strategy, so you and your team should take the time to build it.
To achieve the attraction of your potential customers, you must first align the departments of your company and then generate the profiles you want to attract and therefore create content or develop sales strategies with offers and finally when you have already attracted new customers, delight them with fresh and useful content for them.
The importance of creating our profile of a buyer is based on the fact that it commits all the way through our efforts to attract new customers, therefore, you must know very well what they like, what they feel, what they are afraid of and what it hurts your person to understand it better.
How do I start to formulate my buyer personas?
Follow the steps below to get to know them before creating them:1. Check your database, what trends or characteristics they have in common to discover who we have contacted. Remember that a large database is not exactly the best and less if you buy a; Because they are never segmented and many times they are totally outdated, which will make you unable to carry out campaigns focused on your buyer persona and in the end it will become a database with a lot of contacts that you do not know if they qualify to be your potential clients. Usually the people who have purchased your products or services have characteristics that you can identify in the medium term and that can help you find more qualified people. Very important, the moment you are reviewing your database, update the contacts, trying to complete as much information as possible if you have it at hand, in order to try to have your database as complete and updated as possible.
2. Ask questions focused on the segmentation of your databases, using forms on your landing pages and offering a content offer that can be used more generally (for example, a discount on the purchase of your product or service). You can achieve valuable information such as determining the size of your clients' business just by requesting in a required field.
You can check our blog UX and Usability in Web Forms to learn more about how to design your forms. Some of the questions that may be useful to better segment your database are the following:
Questions about the job:
- Market Stall.
Questions about the company:
- Company name.
- Number of employees.
Questions about your goals
- Do you need help in business consulting?
Questions about your challenges:
- Do you want to learn more?
Questions about where you consume information:
- How did you hear about us?
Questions about how to buy:
- Do you buy online or in a physical store?
3. Involve your sales team to do Smarketing together, since nobody knows your customers better than they do. Listen to what are the most frequent questions from clients to your advisers, they always give good clues as to why a client comes to your services determined to buy from you. We can take as an example, a very particular case. In a furniture store when a client comes to look for a product, he will always have at hand the measurements of his ideal furniture because he knows what he is looking for, on the other hand when a person comes to see only a very general piece then he is only looking for options without any determination to buy from us.
4. Get closer to your closest customers. These can give you a clue of what they are looking for when they turn to your products or services, in this way they will give you ideas on how to improve your service for future buyers. It is important that you listen to their recommendations and concerns, as there will always be new opportunities to make sales if we can better understand our customers.
You did all the steps above, but how can you sort the collected information? Once you have done the exercise, you will have a lot of extremely valuable information about your current and potential clients that you must understand in order to interpret it and get the most out of it in creating the strategies, but how can you organize it? I share a template that will help you classify the information by understanding who your buyer persona is, what motivates them, their why and how you can communicate with them.
As you can see, the process of creating a buyer persona is not an easy task, but you can certainly have the following benefits:
- You will be able to plan fully targeted campaigns, specifically towards the people you want to attract as customers, with content of interest to them.
- Optimize the search time for new customers for your sales department and not waste resources on calls that will not close any sale.
- You will better use your investment resources in campaigns according to the channel where your clients are. For example, if you determined that your profile clearly does not use social networks and communicates better through email, then why would you pay for advertising so that those customers see your advertising on social networks?
Last but not least: you save money by not having to buy databases that are not necessarily the most opportune to communicate with our potential clients. We advise you to make your databases and save them since really your most precious asset are your customers.