In parts one, two, and three of this five-part series covering buyer personas, we discussed what a buyer persona is, why you need to identify it, and five ways buying insights can help you make decisions. Now, we want to dive into how exactly you can get started creating this important persona.
There’s no rulebook on how to approach it, but there are multiple ways to create a buyer persona. While some strategies are more effective than others, you must choose which route will give you the best results based on your company’s needs. Let’s dive into the different routes – via salespeople, surveys, focus groups, interviews, big data and social media, and web analytics:
Your team members can be your company’s ears! If they are good listeners, they can identify your buyers’ concerns, needs, and goals. But listening is only the first step – they must follow up with all gained and lost leads by asking important questions about how the decision was made. Afterward, they can begin to catalog helpful information.
While your salespeople will be incredibly helpful in identifying your buyer persona, solely relying on them is not enough to craft a full persona, as they only see a small portion of the buyer’s journey.
Many companies opt for surveys because they are inexpensive, accessible to everyone, easy to report and share, and are helpful in gathering large amounts of demographical data. To ensure you get the most accurate answers, you must craft non-biased questions.
Questions for surveys are typically based on the knowledge you already have or assume, so it’s unlikely you will produce new data on buying habits, expectations, or reasons for buying.
Focus groups are an excellent way to craft your buyer persona if you are testing multiple strategies and want to see which one resonates best with potential buyers. It creates dialogue among the group, and you get to hear from potential buyers.
One aspect to be aware of is group think, which occurs when people take on the opinions of others instead of thinking for themselves or deciding not to voice their opinion in fear that they will be ostracized. Focus groups generally have a cost associated, as well.
Interviews are the most effective way to craft a buyer persona because they allow for one-on-one conversation, eliminate distractions and group think, and foster deep thought. If possible, these interviews should be in person, as face-to-face communication always nets the most valuable information.
As your business has grown, you may have lost some personal connection to your ideal client; this reconnection is essential and beneficial.
Big Data & Social Media
There are plenty of lists you can purchase that are packed with valuable data points related to your target audience. To know what data to purchase or even what will be the most helpful, it’s important to have already gained insight from interviews. This ensures your money is spent efficiently and the data will be useful to your company.
Based on what people are searching on your website, you can begin to craft your messaging and add articles that serve as resources to your target audience. This helps you become a leader in your industry and a go-to resource for your clients.
We encourage you to take your time investigating which route would best benefit your company! When done properly, you will gain valuable insight into your target audience’s mindset which will allow you to make informed decisions about your marketing.
This article is part four of our five-part series on buyer personas:
- Part 1: What is a Buyer Persona?
- Part 2: Why You Need to Identify Your Buyer Persona
- Part 3: 5 Ways Buying Insights Help You Make Decisions
- Part 5: Establishing Your Buyer Persona
How M&R Marketing Can Help
Creating your buyer persona is only the tip of the iceberg. Now, you need to implement the information you’ve collected to effectively reach your target audience. We’re here to help you accomplish that which will allow your company to thrive! Our services include:
- Graphic Design
- Marketing Strategy
- Photo & Video
- Website Design
- & More
Do you have questions about our services or how we can help you succeed? Give us a call at 478-621-4491, and for more helpful tips, make sure you sign up for our eNewsletter.