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Use Buyer Personas To Increase Marketing Effectiveness

July 07, 2020

Digital Marketing

Happy Friday! Today’s post is on how to create great buyer personas for your business.

Every business wants to attract not just any customers, but good customers. Whenever you are strategising, doing a marketing plan, or copywriting, it always helps to have an ideal buyer persona in your mind. An ideal buyer persona is alternatively known as a great customer. This is so that it will be easier to target your digital copywriting, words, or plan to that one person via the buyer persona after you understand his or her needs.

So…why buyer personas?

A great customer is defined as someone who loves your brand and is a brand advocate. To find out who “this person” is, you have to do market research in the form of quantitative or qualitative research. With the data collected, you can then have more information as to who likes your product.

However, the issue with this is that sometimes people don’t tell the truth in surveys and interviews, sometimes unintentionally. Therefore, it is always worthwhile to invest some time in thinking about how to ask your interviewees’ good questions so that you can “piece” the truth yourself when all data is collected.

Another method is to only get your data from existing customers, that is, people who have already spent the money to buy your goods and services. Because you already have the market secured via the existence of revenue, you can then engage this pool of people to find out what makes the product work for them.

How about negative buyer personas?

Whenever we think about ideal buyer personas, we should think about negative buyer personas too. This is defined as customers whom you want to keep far, far away from you. Sometimes we design negative buyer personas to demonstrate who are the bad customers, and at other times we do negative buyer personas to standardise expectations.

Negative buyer personas include consumers who have too much or too little money to spend for that particular product, students who will never pay for your products or consumers who will never be a long-time customer of your product.

Considerations when creating buyer personas.

  • Consumer’s background, income levels, and identifiers.

Namely, who is your customer? Where is he/she working at, how old is he/she, does he/she have children? How much does he/she earn a month? How does your customer look like? Who does he/she hang out with at work, and during his/her free time?

  • Motivations, pain points, and solutions.

What motivates your customers? What are they drawn to, and what are their dreams and aspirations? On the other hand, what pains and troubles them deeply, and what keeps them up in the middle of the night? What is your value to your buyer personas–can you create solutions that solve their problems on a deep level?

  • Always talk in their language.

Be sensitive to the language used by your buyers. How do they speak, what are their deepest concerns and how is the speech pattern like? To reach their hearts, speak in their language and sentence structures. This is so that there would be another level of familiarity.

  • Find out what is stopping them from buying your solution/product.

Can it be a conversion issue? Do they fear the trouble and costs of converting? How do you make it more fuss-free for them?

  • Collect all these precious data so that you can do a better next-sale, or study a long-term trend.

Your customers are your company’s sole reason for existing. So, be sure to understand them deeply via the wisdom of data! Usually, numbers will never lie, even if some customers might not know what they want. So be sure to build a solid database.

With the above guidelines, you should be able to come up with positive and negative buyer personas. Do try it out. We hope you have enjoyed today’s post– have an awesome weekend ahead!

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