Ever notice how some customers respond to your social media posts but others to your email marketing, even if you’re sharing the same information? Or how younger shoppers are more likely to purchase when the messaging reflects your brand purpose?
No matter the business you run or the brand you represent, every one of them has a distinct audience with defining characteristics like age, location, occupation, and even the preferred methods of communication.
Let’s take a closer look at these groups and then discuss how to create buyer personas for your organization.
What are Buyer Personas?
It is group of customers or clients that represent your ideal buyers. Typically, buyer personas are identified by distinctive traits in common, such as their age, location, occupation, habits, and preferences.
this development is important because it helps you better understand your audience, what challenges and motivates them, and how to speak to them. Equipped with this information, you can create stronger advertising and marketing strategies that are highly engaging, more effective, and draw the audience closer.
How to Create Buyer Personas for Your Business or Brand
Step 1: Analyze Your Current Customers
To define what makes up your ideal customers, you can begin by looking at the customers you already have. Are there a few geographic locations you generally serve more than others? Do you have some in-store shoppers but others who only purchase online? Start with a few categories that easily come to you and break out the details from there. You will likely find yourself building out even more specific categories once you get going. You don’t have to organize customers by their categories just yet, because at this point you are just evaluating what your existing customers have in common.
Step 2: Group Customers by Similarities
Once you’ve spent the time researching and gathering data about your current customers, you can start to organize them into groups according to similarities. For example, you might have a group of educators in the Bay Area who teach kindergarten through high school. Another group might be college professors on the East Coast of the U.S. who teach humanities. If you’re just learning how to create for the first time, then you may want to start with just one or two personas and group customers by the most similarities. This will give you room to test messaging, visuals, and content more broadly and then get more specific as you find what works best. Remember, the purpose of building out these personas is to create more personalized communications that motivates your specific audience.
Step 3: Align Buyer Personas with Real People
Finally, when your groups are complete, it’s time to give them an actual name like West Coast William or East Coast Evelyn. Why do you need to take this step? Because it’s easier to speak to your personas when they have names of real people instead of Group A, Group B, and so on. It helps you appeal to your buyers more personally, which makes your marketing and advertising more relatable.
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Creating Content for Your Personas
Now that you know how to establish buyer personas that represent your ideal customers, you’ll want to apply that information to your overall digital marketing and advertising strategies. Websites, email marketing, social media, paid advertising, and other content and media can all be tailored to speak directly to each persona. Learn how to build content around buyer personas, and then give it a try with your own business or brand to see if it helps you achieve your business goals.
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