What, how, & why?

Understanding what products or services your customers need and want is very important to a business. This is how you maintain your customers’ loyalty to your brand. It matters more about what you can provide for them and less how great of a business you claim to be.

Know Your Customers

The more you know about your customers, the better you can cater to their needs.

You need to connect with your customers and figure out how to serve them best. By understanding who your customers are and their preferences, you can improve upon your research and development, customer services, marketing strategies, and your business operations in general.

What is a Buyer Persona?

Customers gravitate towards businesses they know and trust. To build a trustworthy reputation for your business, you need to start showing your customers that you understand and are empathetic about their needs. One way businesses can learn more about their customers is through a buyer persona.

A buyer persona, also known as marketing or customer persona, is a research-based depiction of your ideal customer. It depicts common behavior patterns and general demographic and biographic information as well as shared pain points and preferences. It can help you understand your customers more deeply and, therefore, help your business cater to your customers’ needs and wants with more precision. 

Buyer personas help tailor all the activities involved in your business to your targeted buyer’s needs and preferences.

How do you build a Buyer Persona?

To craft your buyer persona, you need to start by asking yourself who your business’s ideal customers are and start getting to know them. 

Learn more about what their days are like, what challenges they face, and how they make their decisions. Figure out their spending habits and shopping preferences, as well as their fears, values, goals, and dreams in life. Discover what your customers’ stories are so you have a deeper understanding of what they’re looking for in a product or service. 

The more you know about them, the better you can cater to their needs.

To craft your persona, you need to:

  1. Talk to your co-workers, employees, and current customers.
  2. Ask them for their insights and comments.
  3. Conduct interviews and focus groups on gleaning information about your target customer and your product or service. You may also utilize studies available online.
  4. Gather as much data as you can to know your target customers better.

Why do you need a Buyer Persona?

A buyer persona is more than a mere description of your customer. It’s more than just age, gender, or income bracket. You can use your crafted buyer persona to tailor your marketing to the right audience. A compelling buyer persona will lend you insight into how your customers make their purchasing decisions and help you align your marketing decisions with your customers’ preferences.

Buyer personas can also help you create the right content that will surely reach your customers. Customize your approach based on your buyer persona and create content that will resonate with your target buyer. Show people that you understand them with the right content and you will attract your targets, convert visitors into leads, and close them into actual customers. 

Buyer personas also tell you how you can reach them. It can show you where they spend most of their time on the internet so that you know which platform to publish your content on and be guaranteed that the right people will see it.