You have an idea of what kind of customer you want to sell to, but do you know who they are? I mean, who they really are. To find out exactly who your ideal customer is, you need to build a buyer persona (or several).
A buyer persona is a fictional (and generalized) representation of your ideal customer. You’ll use market research and information about your existing customers to build your ideal customer.
Why Do I Need a Buyer Persona?
A buyer persona helps make your marketing efforts stronger and more effective. It’s tough to buy advertising space or write content when you don’t know who you’re talking to or where your ideal customer hangs out.
When you use buyer personas, however, you won’t be creating content for some nameless, faceless person. Instead, you’ll know exactly who you’re talking to, so you’ll be able to communicate more effectively and maximize your return-on-investment (ROI).
What Should I Include in My Buyer Persona?
When you’re first starting out, it can be difficult to build a persona because you’ll have to guess on some details and make some assumptions. But, as you learn more about your customers and what motivates them, you’ll be able to build a stronger, more realistic buyer persona.
When you first start building your persona, include as much information as possible, like:
You also want to make sure to include their reasons for buying your products and services and any questions or concerns they might have when shopping around.
After you have all that information, give your persona a name and a face. That way, you’ll feel like you’re talking to a real person when you’re writing your marketing content – it will make your content more personalized and effective.
What If I Want to Avoid a Certain Type of Customer?
Now that you know who your ideal customer is and what motivates them to buy, you might realize that there are some types of customers that you want to avoid at all costs. Maybe they’ll waste your time with a thousand questions about your product but have no real intention to buy. Or, they’ll end up returning everything. No matter what type of customer you want to avoid, you can build a negative persona for them.
A negative persona isn’t any different from your other buyer personas, but it will help you craft marketing messages that discourage these negative personas from doing business with you completely.