The 'Ultimate guide to ideal buyer personas and creating yours' Blog series:
This is blog #3 in our Buyer Persona series. If you haven’t already done so, we recommend catching up and reading blogs #1 and #2.
How Context Shapes The Creation Of Your Buyer Personas?
With an understanding how Buyer Personas and Profiles apply in B2C (business to consumer) and B2B (business to business), this blog looks at bringing your Buyer Personas to life and providing you with the guide to creating yours.
How Can You Use Buyer Personas?
At the most basic level, Buyer Personas allow you to personalise and focus and target your marketing very accurately for different segments of your audience.
If you take the time to create negative personas, you’ll have the added advantage of being able to segment out the “bad apples” from the rest of your contacts, those you specifically do not want to target. This can help achieve a lower cost-per-lead and cost-per-customer (and see higher sales productivity). This highly focused approach will ensure you attract precisely the right target persona(s).
In addition, when combined with lifecycle stage (i.e. how far along someone is in your sales cycle) you can also consider the buyer journey. Buyer personas also allow you to map out and create highly targeted content. In addition (depending on your marketing and sales technology), this can also help you to serve dynamic content to your leads and customers.
So, based on your Persona's engagement across multiple touch points, your system will only serve them content that is relevant to their persona (and stage in their journey) and based on their timeline and interactions, i.e. when and how they choose.
From a marketing point of view, taking Persona into consideration, makes for a much better user experience and buyer journey and ensures you have a much better chance of your prospects and customers eagerly awaiting content from your organisation - and encouraging them, in turn, to even advocate your content among their peers or those they know will benefit from your highly targeted approach.
All of the above stems from accurate and thought-out and considered Buyer Personas.
How to Create Your Buyer Personas?
With a solid background to understanding Buyer Personas and why they are so important, let's turn to the fun part; creating your Buyer Personas.
Here are some practical methods for gathering the information you need and to develop your buyer personas. It begins with research, as follows:
- Interview your Customers
- Review your website traffic (and related digital assets) and study user behaviour
- Identify behavioural trends
- Review all methods and points of data capture for Persona-based evidence
- Talk you your Sales Team for deeper-level insights and critical points you might otherwise be missing.
You are now well on your way to creating your Persona (s). It's critical to complete all 5 steps above before formalising your Persona(s). There are also some minor additional resources that you may require in order complete your Persona(s) document.
Click below to take the final step.