A Buyer Persona Helps to Better Hone in on Segments and Campaigns
The only way to anticipate a consumer’s needs is by knowing the consumer. Knowing their educational background, their occupation, their concerns, their needs, what challenges they face, what social media platforms they use, etc. helps you understand how you can help them.
In order to organize all this information, it is helpful to create a buyer persona, which is a semi-fictional representation of your ideal or typical customer. It will help you better understand the people that make up your target market, those you want to attract and eventually convert.
It’s very important to develop the buyer persona within the Funnel Advertising Methodology in order to adjust advertising to your clients needs. You should have a very well-defined prototype of who could be an actual client. Once this is established, you can then create relatable, relevant content that corresponds to each stage of the funnel.
So, how do you find all the information you need on your current and potential customers and how do you organize it? First you will need to create a list of basic questions such as:
Where do you live?
What type of work do you do?
What’s your job title?
What’s your job history?
What’s your family situation?
What are your ambitions?
What are your hobbies?
What worries you?
The first step is all about acquiring data through interviews. From there, you can break down the group into several buyer personas who represent the different types of clients or customers you would like to reach.
Good questions to ask and helpful information to know include :
A very useful tool for organizing the information is an Empathy Map. Take a look a the example below.
Lastly, give your persona a name and a picture that might represent them well. The more real, the better. Once you have created the profile (or profiles) that reflect your customers and your target market, you can tailor your marketing and advertising to make sure that it corresponds and reflects what your buyers want and need.