What is a buyer persona?
Buyer persona is a detailed description of your targeted audience. It is a virtual person based on accurate data and deep research. It helps businesses understand their target audience’s characteristics, behaviors, preferences, and needs. It is also known as audience persona, customer persona, or marketing persona.
Customer persona is essential to any marketing campaign as it helps businesses understand their ideal market and customers. However, the importance of the audience persona is better explained below.
Importance of audience persona in Marketing:
1. Targeted Marketing:
Audience persona helps to organize marketing campaigns for specific segments of the market. It CAN develop marketing campaigns that focus more on its customers’ needs and behavior by segmenting the market into smaller groups.
Developing a marketing persona helps businesses understand the targeted audience’s needs and requirements. It will further help build personalized messages, content, and offers that match their needs. It will help capture the interests and engagement of the audience.
According to the research conducted by Hub spot only 35 % of marketers say customers are getting very personalized experience with their brand.
3. Improved Communication:
The customer persona helps you understand which communication medium your targeted audience is using. What kind of messages are consumed by them? Having such an idea allows you to develop the communication messages and medium to better communicate your message with them.
4. Product development:
Buyer persona aids in understanding the needs and pain points of the buyer. You can use this to develop a product to address the pain points. It can be a breakthrough for product development and innovation.
5. Customer retention:
Developing good buyer personas can better organize customer retention. You can track your customer journey of buying goods and feedback. Analyzing feedback and improving your products and customer service will help boost customer retention.
6. Efficient resource allocation:
Creating a buyer persona helps businesses to allocate their resources efficiently. With buyer persona, they can categorize customers into different segments like essential and not-so-important. The knowledge of this segment will allow you to give your budget, efforts, and campaigns to the critical customer segment, increasing return on investment.
7. Strategic Decision Making:
When a business builds an audience persona, it will know customers’ expectations of their products and services. Businesses can then make an overall marketing strategy and branding that aligns with the expectations of their targeted audience.
8. Adaptability to Change:
The business environment is dynamic because people’s interests change. Having a customer persona helps to understand these changes and make changes to products and services. It will help businesses stay relevant to the changes in the business environment.
Connection between Buyer Personas and Targeted Content
Audience personas and targeted content are closely related. Having the best audience persona helps you understand your targeted audience’s pain points and behavior. Understanding these things helps create content that will resonate with your targeted audience, which is crucial to the success of your business. To summarise, the buyer persona is a blueprint for developing targeted content.
Types of buyer persona:
There are mainly two types of customer persona based on the industry requirements.
1. Buyer Persona:
These personas are helpful for the industry where you speculate the targeted customer’s needs and produce goods and services that would help solve their needs. They mainly focus on the user’s demographics, purchasing power, and customer pain points and deliver goods to solve their needs. They then launch marketing campaigns to lure users to use their products and services.
2. User Persona:
These personas are helpful for the industry where innovation in products and services are the main goals. In this process, we collect customer feedback and carry out any necessary updates to products and services. It includes information like user’s preferences, challenges, behavior, and goals related to products and services. This persona focuses on user satisfaction as the key to the business’s success.
While these are two primary customer persona types, businesses can combine the persona and develop a more targeted customer persona. Companies should watch the customer journey before and after buying their product to stay relevant and maintain success.
Crafting Compelling Buyer Personas: 10 Strategies for Success
1. Start by gathering data:
The very first step of developing a buyer persona starts with gathering data. It includes demographic data, behavioral data, pain points, goals, and customer buying mapping.
You can collect such data through research, surveys, interviews, and customer feedback. You should then refine these data with relevant data for building a customer persona.
2. Audience segmentation:
The next step is to divide the audience into small groups based on their characteristics, needs, or behavior. Standard criteria for this division include age, sex, location( demographics), lifestyles, values, interests ( psychographics), buying patterns, and usage of products and services (behaviors).
3. Create a detailed profile:
The third step includes creating a detailed profile for each segment. It includes arranging data from demographics, psychographics, and behaviors of the customers that would reflect the whole customer journey of purchasing and using the products and services.
4. Name Persona:
After creating a detailed profile of the persona, you can give them an exciting name to remember them. Some examples of persona names are Lovely Harry and Crazy Biplav.
5. Identification of goals and pain points:
In this step, you should identify what your persona is trying to fulfill through your products and services. You should identify the customer’s pain points and challenges they might face during their buying journey.
6. Watch the buying journey:
In this step, you should observe and identify the factors that make buyers buy your products. What are the factors making or breaking their loyalty to your company?
7. Map the customer journey:
Mapping customer journey is crucial for every persona you develop. It gives detailed information about how consumers came to know about products and services. It also provides insight into customers’ interactions, touch points with your brand, and why they purchase the goods and services.
8. Refine and validate:
Share the persona you have developed with relevant stakeholders, marketers, sales agents, and product development teams, and gather the feedback. You can use their feedback to refine and validate your persona profile.
9. Use visuals:
You can visually represent the persona to make them more relatable and memorable. Visual documents such as Archetypes and personas can describe a person with different demography and behavior.
10. Iterate and Implement:
You can use a persona to guide your product development, marketing campaign, and customer service strategies. You should regularly visit the customer persona journey and make the necessary adjustments. Eventually, you will grow and clearly understand your customer persona.
Developing a customer person takes time and effort. It’s an ongoing process. It needs many adjustments and updates before you have the right persona.
Regularly monitor your behavior and adjust these changes with your business environment to stay relevant to your customers.
If you need help building your buyer’s persona, remember Digital Marketing Company in Nepal. We have a customer persona expert who can help you develop your ideal buyer persona for your business.