A buyer persona (sometimes referred to as a marketing persona) is a fictional, generalized representation of your ideal customer. Having a deep understanding of your buyer persona(s) is critical to:
- Driving content creation – Why would you want to create content that doesn’t meet the needs of your customers? It’s wasted time and effort if you aren’t producing content that hits your buyer persona(s) in the face.
- Product development – Mirroring the point above, it’s important to build your product around the people who are going to actual buy your product. On a deeper level, it’s important to segment the ‘buyers’ from the ‘users’ too. You want to optimize your product for sales and not just usage.
- Sales follow up – If you know who the people are who are buying your product, then you know how to approach them following the sales made too. Different groups of people respond differently. Developers are different to NGO workers. Marketers are different to teachers. Nail that buyer persona and nail the follow up… and get more sales.
- Anything that relates to customer acquisition and retention – Yep, pretty much anythgin related to gaining and keeping hold of customers is critical here.
How to use it:
- Start off by choosing which segment you are going to build your persona from, and place it at the top.
- Let your imagination run wild, build a fictitious character who will be your buyer persona. For example, you might go with ‘Bob the marketer’ or ‘Sammy the data analyst’.
- Pretend your an outsider looking in on this person’s life. What are they interested in? What are their work responsibilities? What sort of tools do they use? By working your way through the list you’ll build up a tangible idea of who they are.
- You also want your messaging to match their level too, which is why we have a ‘Skill’ box on the template. It’s no good putting in a ton of tech-talk if the person you’re basing your buyer persona on isn’t techie in the slightest!
Are you ready to build a clearer picture of who is exactly buying your product?