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Create a purchaser persona in your firm

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By Danny Grainger

Creating a Buyer Personality will help your company find the right customer. When done correctly, it can help you focus on the specific type of person who is more likely to buy your product or service and guide your company's marketing efforts.

In this article, we provide six useful tips to help you create the most accurate buyer personality for your business and give an example of what a good person looks like.

What is a buyer personality?

Buyer personalities are detailed representations of the key characteristics of fictional people. These people are not real, but they represent the kind of people who could potentially become your customers. Simply put, who you are marketing to.

To focus your marketing efforts, understanding what your customer thinks, sees, does and feels is critical.

Of course, no two people are exactly alike, but we can group people who have similar habits, interests, values ​​or lifestyles. These groups – also called customer segments – contain people with certain common characteristics.

6 Steps to Finding Your Ideal Customer to Develop a Buyer Personality

1. Identify your negative person

The first step in creating your Buyer Personality is to determine who is not your target customer. Knowing who you can't sell to is critical to understanding who you can sell to. By creating a negative buyer personality, you can focus on the right audience segment by removing the wrong one.

Here are some questions to start with:

  • Do you need what you are selling? This question may seem obvious, but you should be asking yourself how much a person needs of what you have to offer.
  • Can you afford it? Don't waste resources on a consumer who may not be able to afford what you have.
  • Are you satisfied with your product or do you have unrealistic expectations? For example, this could be a customer who bought your product but returned it because it did not meet their expectations.
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  • Are they likely to shop with you again? It might be better to track a consumer who is likely to keep buying your product. Focusing on a one-time customer may not be the most cost-effective strategy.
  • Are you too advanced or not advanced enough for what you have to offer? Knowing the limitations of your product or service is of the utmost importance in order to focus on the right audience.

Once you've eliminated people who are unsuitable for customers, it's time to find out what kind of customers will love your offerings and who will be good leads for your business. When you find out who wants your product, you can look at your product or service from your customers' perspective. You need to see your work the way they see it, not the way you do it.

2. Determine who your audience is

Get to know your customers by reaching out to them directly. Use online surveys, conduct live interviews and analyze data from website visits. Focus on their demographics, beliefs, values, geography, and lifestyles. Note your gender, age, hobbies, family, income – be as thorough as possible.

Reading the testimonials, reviews, and comments on social media from other companies in your niche is also a great way to find out who your customers are.

Once you know who you want to sell to, you have to learn what they want.

3. Identify the goals of your audience

This is where you want to collect information about the things your ideal customer would like to achieve. These goals must revolve around your product or service and how your offering will help your customers achieve their goals.

Goals can be short-term goals, e.g. B. go on vacation; Career goals such as a promotion; Lifestyle changes, e.g. B. spend more time with their children; material goals, like a new car. Whatever the customer wants, think about how your product or service can help them achieve it.

You can discover these goals by directly approaching the general demographic segment you identified in step 2 (who are your audience?). Ask yourself how you can help your customers achieve their end goal. Even if their plans don't exactly match your product, it's still important to understand what your customers want to achieve.

4. Find the pain points of your audience

Pain points are the opposite of goals. Find out what problems your customers are trying to solve and what is preventing them from achieving their goals.

Amazon reviews are an invaluable resource for finding vulnerabilities. Find similar products or services, filter reviews by 1-2 stars, and record any negative things that customers have complained about.

Pain Point information helps you in two ways: to develop the main characteristics of your offering and to make your product or service known to your audience.

5. Study your competition

This tip is especially useful if you are a new business owner or want to bring a new product to market. Research your competition to find out who their target customers are. Visit competitor websites and conduct competitor SEO analysis using online SEO tools. Find out how to differentiate yourself from the competition and emulate their best practices.

6. Get involved in social channels

In order to develop a targeted marketing strategy for generating new leads, it is important to find out where your customer communicates online. Study your online habits:

  • Where do you spend most of your time online?
  • What are you interested in?
  • How do you talk about your company or similar companies?

Visit related Facebook groups, visit online forums like Quora and Reddit, follow Instagram or YouTube accounts, and read the comments – there is a wealth of knowledge about who on social media Your audience is.

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Create your buyer personality

Once you've figured out who your customers are, it's time to create your buyer personality. Even if you are not creating a real person, you want to make that fictional character realistic. The aim is to create a profile that is as detailed as possible. Adding a picture and name will make it even more lifelike. If your list looks something like this, you are on the right track:

  •  Buyer personality example for a young mother "width =" 300 "height =" 300  Example for a buyer personality for a young mother "width =" 300 "height =" 300 " data - /> She is 32 years old </li>
<li> Married with one child, seven years old </li>
<li> Owns a dog </li>
<li> Lives in the suburbs </li>
<li> Works in the HR department of a technology company </li>
<li> Drives an SUV </li>
<li> Enjoy hiking and camping </li>
<li> Would like to keep her family active and healthy </li>
<li> Would like to be promoted </li>
<li> Does not have enough free time </li>
<li> Active on Facebook and YouTube </li>
<p> From this simple buyer personality, a SaaS software business could develop a marketing strategy that focuses on Facebook and YouTube ads and highlights how their product streamlines the HR process so that professionals have more free time to be with their family to spend the outdoors </p>
<p> Note that while a person does not represent an entire segment of customers, it is a good representation of who your ideal customer is in a particular segment. </p>
<h2> The development of a buyer personality is an ongoing process. </h2>
<p> Buyer personalities should always be in progress. You need to learn from your customers in order to sell better to them. Use the profiles to decide how to create useful social media content and precise advertising campaigns. </p>
<p> Knowing how your customers think, see, and feel about your product or service is your key to generating better leads for your business. </p>
<p> <strong> RELATED: How to Use User Generated Content to Boost Your Marketing </strong> </p>
<h3> About the author </h3>
<p> Contribution by: <strong> Danny Grainger </strong> </p>
<p style= Danny Grainger helps small businesses grow their revenue, traffic, and conversions. He focuses on actionable advice that business owners can use to develop their personal traits and business skills.

    Company: Danny Grainger copy
    Connect with me on LinkedIn.

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