How to Build a Buyers Persona?
Are you interested in learning how to build a buyers person? Of course you are, otherwise you would not be reading this blog. If you are a marketer, startup, or small business, the challenge you face is trying to determine who your buyers are? In order to design a email marketing campaign, you first need to create a buyers persona. Lets go ahead and jump in. But first a little house cleaning
What is a buyer’s persona?
In simple terms, it’s a factious representation of an ideal buyer based upon existing data from clients and market research. Using these data points helps define the ideal buyers persona. Other factors to include in the research are demographics, purchasing behavior, motivation, and goals of the buyer.
These insights will open the door into your target market and help narrow down your marketing campaign to pinpoint accuracy. Before I go into detail on building your buyers persona, I would like to share a conversation I had with a client.
I asked a simple question. Have you created a buyers persona for your product or service? Here is how to conversation unraveled.
“Dan, have you created a buyer’s persona for your product and/or service?” No.
“why haven’t you?”
“its sales responsibility to determine the buyers of our product.”
“yes! We hired them to find us business. We pay them really good money to prospect. They said they have the relationships. We trust them.”
“and how has that worked out so far?
“well, they are getting appointments. We have some interest, but we are not closing many sales”
“why do you think they are not closing any sales?”
“I don’t think they are talking to the decision maker or asking the right question?”
“who are the decision makers?”
“that is the problem we are running into. They seem to be pushed off to someone else for information.”
“Oh I see.”
“who do you think should be writing the buyer persona?”
“they have better visibility into the customer than our marketing department.”
“who writes your marketing campaigns?”
“who writes your digital marketing campaigns?”
“who creates your drip campaigns?”
“because we pay them to prospect for new business.”
End of conversation.
Dan has many issues going on, but for the purpose of this blog, I am going to create a foundation that you can draw upon to create your customer’s buyers persona.
Building a Buyers Persona
Industry, Geographic, or business segment:
Who do they report to?:
Solution or Campaign:
Ask these Questions
What are their responsibilities?
How are they evaluated?
Where do they get the information from? Internet? Sales Reps? Research reports?
Determine Success Factors
What business conditions trigger this buyer’s decision to look for a new product or service?
What results or outcomes does this buyer persona expect from a new product or solution?
Which features of the products or services does this buyer evaluate as they compare alternative approaches / vendors and make a decision?
The most import component of building a buyers persona is the perceived barrier.
What attitudes or concerns prevent this buyer from investing in a new product or service? Why wouldn’t they purchase these products or services from you?
The perceived barrier is the road block of why a prospect will not purchase your solution. Gaining insight into the reason why someone will not buy your solution will allow you to create marketing strategies to overcome these obstacles. And once you create a compelling story with examples on how you helped XY and Z company and the impact your solution had on the company (ROI — reduces costs, reduced time to market, increased profitability), will you then build the credibility to take the prospect through the buying journey.
Buyers Persona are Not Created Equal
Keep in mind, building a buyer’s persona will be different for each prospects. Yes, it will take time to create these. Focus on your top opportunities with the greatest potential. This approach plays hand-in-hand with account based marketing — requiring a laser focused approach.
Stay turn for my next blog on providing an example of a completed Buyers Persona.