You need to fall in love with studying your clients. Here’s why:
Say it however you like, but essentially, everyone who rejects your marketing efforts has one thing in common:
They didn’t feel like you really cared about them.
If you did value their opinion so much, then why don’t you talk about what they value most in your opening statements? Shouldn’t you be actively listening to their opinions on social media? Worst of all, are you trying to appeal to a crowd who feels like your product or service isn’t even relevant to their lives?
Only building a buyer persona solves all these problems and attracts your new, soon-to-be loyal fans the way bees swarm around a honey comb. In one neat package, a strong buyer persona sums up the key dreams, values and common problems of the customers most likely to buy from you. This customer profile becomes your critical cornerstone that supports the construction of your entire marketing strategy, website design and main offerings.
Who do buyer personas represent exactly?
While it’s fun to label your buyer’s character description with a name, you shouldn’t try to market to one specific person. What you’re making should be much more precise than a stereotype, but it should also be a description that helps you appeal to more than a tiny niche if you want your business to grow.
Think of a buyer persona as putting a face on a group of people who have similar goals in life and would really love to do business with you because it will make their life better in some way. Taking a look at the demographics of who visits your website pages the most will help you in finding your most passionate audience, and these people are the ones you want most since they’ll naturally spread the word about what you do.
What are the key elements of a buyer persona?
Now stop for a minute, close your eyes and visualize your best customer sitting down right in front of you to answer the following points. If that approach doesn’t work for you, then just ask yourself, “Why would I buy from me? When, where and what would make me need this product?” Those questions will put you right into the shoes of your clients, which is where you need to be to understand how to profile them. Write down:
- What are your client’s daily habits?
- What are they saving up for in the near future?
- What are they really good at?
- How would you describe their default attitude in life?
- Which goal is most important to them right now?
- How old are they?
- Where do they work?
- Which kind of media source do they refer to most?
- How do they talk about themselves?
- What bothers them the most in relation to your product or service?
How do marketing personas work in the real world?
Once you’ve established a one or two-page description of your buyer persona, the whole point is to share it with everyone working in your organization. Then every time any department makes a decision about how to publish a new sale or release a new product, your brand message remains consistent in order to maintain the interest of your best customers with highly relevant content.
Whenever you brainstorm about new offerings you can provide, your team should sit down with the buyer persona and ask, “What does this group really want from us now? How can we give them something that will really matter in their lives?”
If your messages still aren’t getting through to the right people, then you need to tweak your profile to include the places where your audience likes to socialize and gather information the most. You’ll find that slightly different people hang out on each social-media channel, for example.
When do you need to develop a customer profile?
Now that you understand all the fundamental ins and outs of building marketing personas that really work, we have one final question: When should this profile come into play? Actually, this point is the most important one to remember. Far too many people create entire websites and product lines before ever hearing about building buyer personas.
In fact, the Wharton School of the University of Pennsylvania, found that even though around 700 million websites are live, a vast 72 percent of these don’t regularly connect with their users because they often try to deliver an overly generalized message that doesn’t cater enough to individuals.
Ideally, you need to build your buyer persona first. Everything falls into place much more easily when you know who you’re talking to, what they want to see and hear and what bores them!
If you’d like to learn more about the finer points on what makes customer profiles tick, then check out this video on building your own buyer personas.