How to build a buyer persona is a crucial part of digital marketing. Without having a good idea of who you are selling to, how can you help solve your target audience challenges? A buyer persona can be used with all aspects of your marketing funnel; from ads, lead magnets and copywriting. Therefore, it is crucial to have a good understanding of what a buyer persona is and how to build your own.
What is a buyer’s persona?
A buyer persona is a fictional representation of your ideal customer who is most likely to purchase your products or services. This person doesn’t actually have to exist, but they must have the same traits as your ideal customer.
Some examples of traits that you want to target are age, gender and location. These simple traits are easy to target on various marketing platforms like Facebook and Google, but you also want to dig a little deeper. Truly understanding your ideal customer’s struggles and weaknesses will provide you with a massive advantage over your competitors. Once you have created your own buyer’s persona, you’ll be able to apply that information to your marketing funnel and get much better conversion rates and sales.
Why is a buyer persona important?
Once you have a greater understanding of your target audience, you can address their problems directly instead of having to guess what they need help with. This understanding will enable you to provide real value for your customers and create an even more significant relationship.
By building a proper buyer persona, you will save money on advertising and get the right people to enter your marketing funnel from the get-go. For example, if you owned a makeup brand, you would want to target primarily women who are between the ages of 18 to 35 and are interested in beauty. There is no use in targeting men because most would never buy such a product. It really does not matter how many leads you can possibly get if none of them will buy your product. Instead, focus on a small group of people who are in dire need of your products.
How to Build a Buyer Persona
Asking the right questions
Before collecting data from your target market, you need to ensure you are asking them the right questions. There are two categories of questions to ask to build a proper buyer’s persona. The first is the physical and emotional traits that you can use for your ads. The second set of questions is related to their most significant challenges and struggles to improve your products and lead magnets. Below is a collection of example questions that you can use to build your buyer’s persona.
Questions for your ads
- What is your job title?
- What industry do you work in?
- What type of education do you have?
- What gender are you?
- Where are you located?
- How old are you?
- What are your hobbies or personal interests?
Questions for your products and lead magnets
- Where do you see yourself in five years?
- What is your biggest everyday challenge?
- What are your biggest fears?
- What are your biggest strengths?
How to collect data
Now that you understand what a buyer’s persona is and the questions to ask, we need to shift our focus on data collection. You might think you fully understand your target market, but often you would be surprised at what answers you can get from actually talking to customers. If you already have an established brand or business, start by talking to your existing customers. This can be done through email, on the phone or face to face. Customers love to give their input, especially if they feel like they are being heard.
But if you’re starting out and don’t have customers yet, collecting data is still an easy process. Start by reading the reviews of your top competitors and write down all of your observations. Read through the top and worst ratings to view their strong and weak points that you could improve upon.
Getting involved in an online community in your niche is also a great way to pinpoint what your target audience’s pin points are. Reddit is a great place to start because you can find subreddits on virtually every niche out there. Read through the most popular questions and help answer them as well. Other great platforms to engage with your community are social sites like Facebook groups and blogs. Not only will you gain insight into your ideal customer’s most significant challenges, but if you put a lot of time into engaging with the community, you could potentially gain lots of strong leads that you’ve already built a relationship with.
Paid surveys are another great way of collecting valuable data from your customers. Online tools like Google forms and Survey Monkey are both great ways to get quick responses from specifically targeted audiences for relatively cheap. Imagine the power behind asking hundreds of like-minded people what their biggest challenges are and then providing a perfect solution for them.
Having a strong understanding of your ideal customer is the key to success in digital marketing. Being able to pinpoint who is most likely to benefit from your products or services won’t only help you get more sales, but you will also be delivering a tremendous amount of value to your customers. Now go build your own buyer’s persona and seek to help them out!