BUYER PERSONA INFORMATION FOR EFFECTIVE MARKETING

 
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Buyer Persona Information You Need

Marketing toward buyer personas is a crucial part of any modern marketing strategy.

Targeting buyer personas saves time, effort, and marketing resources. It ensures that the majority of your marketing efforts are targeted toward people who will actually buy your products.

You can address their concerns, allay their fears, and show how your products can help them achieve their goals. You’ll be able to explain the value of your product using language they use, understand, and respond to.

Email subject lines targeted at buyer personas get more clicks; Pinterest boards targeted at buyer personas receive more activity and engagement; tailoring any area of marketing toward a buyer persona will increase its efficiency.

But a crucial step in this process is knowing what kinds of information you’ll need to create and understand a buyer persona.

Buyer Persona Marketing

A buyer persona is a representational amalgam of the ideal customers for your product. It’s a profile you create of a particular audience segment.

Creating a buyer persona involves two processes: data mining and speculation.

Data-mining involves gathering info on your target customer.  This info can be gathered from the customer themselves (through interviews & surveys) as well as from statistics. HubSpot advises:

Take 20-30 people who fit each persona and ask them open-ended questions that are not necessarily related to your product or services.

Speculation is the process of drawing inferences from the data you retrieve.

This article will outline & explain the type of data that you need to collect in order to truly understand your buyer persona(s).

Understanding Your Buyer Persona

The four most important topics you need to learn about your buyer persona are Demographics, Character Traits, Goals, and Profession.

Some of this info may be more or less pertinent to you and your specific industry.  However, it’s important to think of this process holistically; each piece of information is important on its own, but it simultaneously enriches your understanding of the buyer persona as a whole.  Knowing someones yearly income can tell you whether they can even afford your product while also revealing much about their concerns/goals.

Demographics

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  • Gender
  • Age
  • Income
  • Industry Specific Info
  • Where you live

Customer demographics are basic, albeit incredibly important, information.  Demographic info helps you tailor your marketing at a fundamental level.

Is your target customer male or female? How old are they? Do they live in the suburbs or the city?  This information will affect where you place ads, what designs you’ll employ, and what kind of language you’ll use.

If you sell razors, your buyer personas will be overwhelmingly adult males.

To some industries demographic info will be more important than to others.  For example, age is more important to a company that sells toys than one that sells food.  Similarly, some industries will require additional information. Height might be an important factor if you run a clothing company.

Regardless, demographic info explains a great deal about customers and can stop you from wasting time and effort on the wrong people.

Profession

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  • Where do you work?
  • How long have you worked there?
  • What are your responsibilities?

Knowing where someone works and what they do there helps you paint a professional and psychological portrait of that customer.  This is true on many levels.

An engineer will use different language and have a different thought process than an artist.  Someone who’s worked at the same place for years is less likely to worry about job security.  If you’re selling a product designed to help customers with their jobs, knowing what their professional responsibilities are is absolutely crucial (though, you should have known this when creating the product).

Understanding the profession of your buyer persona alters the type of language you use, the context in which you advertise, and more.  If I’m selling a product that helps electrical engineers work, then I’ll use industry keywords in my marketing copy, place ads on electrical engineering websites and forums, and discuss how my product can help a specific engineering process or the job as a whole.  Doing so increases the likelihood that engineers see and respond to my advertisements.

Many people define themselves through their job. The average person spends a quarter of their week or more at work. This makes professional information incredibly important to creating an effective buyer persona.

Goals

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  • Desires
  • Challenges
  • Concerns/Fears

Perhaps the most crucial piece of buyer persona information is Goals.

Knowing the desires of your customer, and consequently their fears, is crucial to designing your product and getting customers to buy it.

A good product must either help customers achieve a goal or prevent a fear from being realized.  To market that product, you must be able to demonstrate that added value in your marketing efforts (through words, picture, video etc.).

If I sell basketball sneakers then the goal of my buyer persona is likely to be able to play ball well. To market my shoes, I’ll show or discuss how these specific shoes can increase your game and help you dunk the ball like no other.

If my product is foot odor powder, I’ll show/discuss how embarrassing it is when you’re friends complain about your obnoxiously smelly feet (you can probably tell this one applies to me).  How can you prevent this emotional blow… with my foot powder, of course!

Character Traits

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Character traits consist of information about the customers habits and lifestyle.  This information will help you understand what’s important to them as well as how they operate.

Is this person a professional who has a personal assistant? Or, do they answer their own calls and schedule their own meetings?

Does this person have traditional or progressive sensibilities? Do they tend to have public or private personalities?

This information can be used to make small but effective changes to how you present products and get their attention.

Combining Buyer Persona Information

Once you’ve gathered enough information, group similar personas together into one ideal customer profile. Segment your entire audience into several detailed profiles.

Though this person does not actually exist, it is important to make them as real as possible.  We even go so far as to add a picture and create a background story.  This makes the person seem real and easier to talk to.

Make sure every person on your marketing team has a copy of the buyer persona so that all efforts are cohesive and integrated.  Using them will benefit every part of your marketing efforts and is a crucial part of any effective marketing philosophy.

For help creating buyer personas for your business, or a review of your Inbound Marketing efforts, schedule a Free Consultation with BJC Branding.

 
Jake Burns