How To Create Accurate Buyer Personas That Resonates

20 October 2021

How well do you know your buyer? No matter how ahead you are in the game, probably not as much as you should.

Whether you are an established business that knows its customers, or a newcomer start-up, you will need a frequent profile evaluation of your buyer to accurately understand what they want from you.

This is because people evolve with time, and so do their tastes and interests. If you want to stay relevant, the best way is to keep up with your audience’s growth.

Let’s say for instance if Alia is an artist who only buys art supplies in-store. Then your online art business would need something that draws her into your website. For that, you would have to know why she prefers buying art supplies in-store in the first place. Is it because she can physically feel the canvas? Or see the shade of paint she is buying?

Then you might need to address these issues on your website so that a person like Alia might want to buy from you. This is where customer personas can come in handy.

Introduction

Customers are your company’s lifeblood and driving force.  You wouldn’t exist if it weren’t for them.

That is why you must devote the time and money necessary to have a better grasp of your client’s thoughts. The aim is to put yourself in your consumers’ shoes—or, more accurately, their heads.  You want to know how they feel about your brand.

You can achieve this by creating an honest client persona.  It will assist you in gaining insight into their habits, actions, and objectives.  You’ll be able to promote your brand to them more effectively this way.

What is a Buyer Persona?

A consumer persona (also called a buyer persona) is a semi-fictional archetype based on data from user research and web analytics that depicts the essential qualities of a big part of your market consumers. It allows you to see what your potential clients think and do as they consider different solutions to the problem they’re trying to solve. 

The exact attitudes, worries, and criteria that lead prospective customers to choose you, your rival or the status quo are revealed by effective buyer personas.

What are the benefits of creating client personas?

Customer personas can add a lot of value and insight to your business. They can, for instance, assist everyone on your team to:

  • Develop a better knowledge of what customers want and how to meet their demands.
  • Create features that aid product design by assisting them in achieving their desired goals.
  • Determine which initiatives, projects, and campaigns are the most important to devote money and effort to.
  • Create cross-organizational alignment and mobilize other teams around a customer-centric agenda.

As a consequence, you’ll be better able to serve your consumers and provide an exceptional experience that will keep them coming back for more. However, if your consumer personas aren’t defined, every part of your product development process, user experience, and marketing campaigns will suffer. How to construct a customer persona has received a lot of attention. However, sifting through the clutter to discover the greatest resources takes time. 

What about buyer personas that are “negative”?

A negative — or “exclusionary” — persona is a depiction of who you don’t want as a customer, whereas a buyer persona is a representation of who you want as a buyer.

Examples of this would be specialists who are too skilled for your service or product, students who are just interested in your content for research/knowledge, or potential clients who are simply too costly to obtain.

Steps to crafting an actionable buyer persona

Stage 1: Quantitative Analysis

1.) Begin with the fundamentals and be specific.

The person’s name and age should be the initial stage in creating a persona. For this, look to your target market.

Assume your target market is guys in their early 40s. In 2017, he will be 42 years old, which means he was born in 1975.

We can call this consumer persona John based on this information. After that, figure out where he lives. While a geographic area from your target market, such as a state, city, or region, is a solid start, you need to go even further.

  • Does John own property or does he pay rent?
  • If he’s a homeowner, is he in a condo complex or a single-family home?
  • Does he rent an apartment or a house?
  • What is his monthly rent or mortgage payment?

It’s worth noting that we began with some basic facts and progressed to more particular information.

That’s how you should go about it as well.

Based on John’s living situation, you can begin to piece together additional information about his personality. For instance, you may say he owns his home because he is growing a family and has no intention of moving. You may also say that John pays rent since he’s unmarried and doesn’t want to commit to one place for an extended amount of time.

Just make sure this persona is connected to your brand. Assuming your company offers high-end furnishings, you wouldn’t market to a tenant, would you?

2.) Chalk out their sources of income

Make sure the hypothetical person you’re constructing can afford your goods while creating a consumer profile.

Here’s an illustration.

Assume they earn $42,000 annually after taxes. Housing costs $15,000 per year, and transportation costs $6,000. The essentials, such as insurance and food, cost a total of $10,000. This roughly leaves them with an extra $1000 every month to spend on whatever else they want.

Are they able to afford the $500 headphones that your company is selling?

Most likely not.

You’ll need to create a client profile with a heavier-paying profession in this situation. Include details regarding their job and earnings.

Assuming your consumer has a full-time job, their profession is a significant component of their identity.

This employment takes up at least 40 hours every week, therefore it’s a big part of their lives. Consider how much of your time is devoted to your profession. Furthermore, a person’s profession has a direct impact on their spending habits, as well as their mood, routine, and mindset.

This is critical if you want to improve your conversion rates. Essentially, the more money a person earns, the more money he or she will spend.

3.) Uncover how their interests and actions influence their purchasing decisions.

This section will assist you in reaching out to your customers as part of your marketing efforts, which we’ll address shortly.

What criteria do they employ to assess a company’s legitimacy, for example? Let’s say there’s this dude called Derek, the would-be car purchaser.

He is on social media, but he does not publish anything. Instead, he reads reviews on social media and used it as a research tool. This would be a great indicator as to what might influence him to buy a car.

You should also include details about their interests, likes, and dislikes.

What skills does this person have?

Is there anything that they can’t do?

For instance, depending on your sector, knowing whether this person can cook or prefers to eat out, could be useful.

You can also conclude they may not have as much discretionary income if they eat out because they spend more money on meals even if they get greater pay.

What method does this person use to purchase their goods?

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