How to Define Buyer Personas to Maximize Marketing Efforts

Written by UWW staff | February 5, 2020

There are many things that a business requires in order to be successful. One such thing that any business will need is the means in which they define buyer personas. This is extremely important in order to facilitate business operations.

What are Buyer Personas?

Essentially, a buyer persona is your representation of what your ideal customer looks like. You would create this based upon data and market research that exists about your current customer base. When you are in the process of creating your buyer persona, there are many factors that have to be considered such as motivations, behavioral patterns and demographics. Whatever factors that you use, a general rule of thumb is that the more factors you incorporate, the better the persona will be.

The reason why creating a buyer persona is important for a business is because it provides invaluable insight for your company. Creating a detailed buyer persona will give you the direction that you need to attract customers to your business and create leads into practice. Now that you have an understanding about what buyer personas entail, here is what you will actually need to do in order to create one.

Research Target Audience

The first step in creating a buyer persona is to research your target audience. This is important because if you want to be able to create a realistic buyer persona, you need to understand all pertinent background information first. When starting your research, there is no better place to start than your current base of customers. You need to ask yourselves some important questions when engaging in this research. First, you need to ask who your best customers are and if there are any repeat purchasers. After you have the answer to that, you need to ask if there are any similarities within these groups.

If you are able to find common traits between these two groups of people, any business will be able to create a persona that can help attract customers. During this time, you will want to gather more information by setting up interviews or phone calls. Ideally, this should be someone that is a great customer. You can also distribute surveys for people to answer. All of this information will be important in the final product.

Narrow Down Common Details

Once all of the preliminary information has been collected, the next step will be to narrow down the results by finding answers that subscribers and customers share in common. This may include certain challenges that customers have in common. The most important shared characteristics include behaviors, demographics, interests and email preferences.

Once you group all of these factors in common, you will be able to find out if there is a common ground in your ideal customer. This will also give you tips on how you can improve your business. If a certain number of people are experiencing the same problem, then that gives you something that you have to address.

Differentiate Into Separate Personas

Now that you have gotten the necessary information and grouped them based on similarities, now you have to focus on creating separate personas altogether. In order to do this, you will have to identify those who have the same goals and challenges, and then group them into their own, unique category.

For example, if you are running a gym, and you have a certain amount of people who want to focus on shedding fat, but another group of people who want to focus on building lean muscle, two separate personas should be created for these clients because their goals are very different. It is also recommended that you have approximately equal amounts of information to go off of for both personas.

Name Your Personas

Of course, you will want to name these personas so that you understand how to think and write about them. Once you assign a name to a persona, it will remind you of who you are speaking to when you are writing emails. If there is one aspect that many businesses lack these days, it is the aspect of personalization. Making communication personal is something that you need to master, and by naming your buyer persona, you will have an easier job doing that. Perhaps you can find images to give yourself a clearer perspective of what you are working with.

Personalize Your Content

The final step is to write personalized emails, social media posts and other web content in order to get these customers to engage with you more. With the information that you have, you will now be able to write more personalized content catered to just them. This will result in a more cohesive relationship with the customer.

It is important to put in the time and effort necessary to defining buyer personas for your business. United WebWorks is a digital marketing team that specializes in creating the perfect content for your perfect audience. We do the research to define a company's buyer personas and create web content that targets those specific audiences. Contact us today if you're ready to take your company to the next level!

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