Following on from the last article that looked at why you need to create a buyer persona and how they can positively impact various areas of your business, this article takes you through the two-step process of creating one for yourself.
I will caveat the process that follows by saying that you are looking at the person who is the decision maker. So even if you’re selling B2B, there is still an individual who has a specific need, behind that business…
Step one – How many different types of people buy from you?
The process begins with considering each segment of your business; each product, each service, and who the ideal customer for each segment is. Even if you sell fluffy pink slippers, you can’t assume that only women are buying that product, so think about what solutions your business is offering and list them out.
Think about everyone who could be a potential customer. So, using the fluffy slippers as an example, it could be women with cold feet. It could also be men looking to buy a gift for their partner, it could also be boys or girls looking for a gift for their mother. It may even be local boutiques or spas…
Try answering these questions to help you create a buyer persona for each segment:
- What are their demographics: Age, marital status, education, affluence, post code?
- Do they live in a house, bungalow, flat or canal boat?
- What do they do for fun?
- What do they read, watch and where do they hang out online?
- What are their goals for life/work?
- What keeps them up at night?
- What gets them out of bed in the morning?
At this point, I encourage you to put a name to each buyer to help you identify with them as real people.
Step two – What emotional drivers make your buyers choose you?
The sale is often won or lost on an emotional response to the marketing or sales message. The FEATURES of your slippers could be precisely the same as the next business selling fluffy pink slippers, but if you can identify what emotions drive someone to click ‘buy’ on your site, and the BENEFITS of owning that item, then you’ll have a better chance of winning that sale.
The three main drivers are: Money | Time | Status
Are your slippers cheap to produce and aimed at someone who wants them quickly, expecting them not to last for two or more years? Or are they slippers that are handmade by experts who gather the Merino wool from the sheep they rear themselves? You get the idea…
One last question about buyer personas
Is your content catering for each buyer?
Does the website reflect your ideal customer? Do the PPC (pay per click) ads go to a relevant landing page that speaks directly to each persona? Are your blogs and social media platforms conveying the lifestyle each of your buyers leads or aspires to lead? And are you sharing relevant added value content that is positioned at the same level as your buyer?
Interestingly, it’s as you work to create a buyer persona for each segment of your business you might discover you can make changes or additions to your products or services, so be warned, this may be an exercise in product development too…
As always, I hope this article has given you some ideas to get started on. There is a free create a buyer persona template available to download, or you are welcome to ask me for any support.