Buyer Persona Development
Everything your company does that is related to sales and marketing the products and services you offer must be tailored toward the persona of your buyers. Having a clearly defined target market is one of the most critical factors for business success. This means having a solid understanding of things that include:
- What is important to your target market
- What motivates them to purchase from you
- How they evaluate products and services
- How clients find information about your products and services
- What are their primary challenges
- What they think about your business and reputation
Ask the Right Questions
Start out by collecting basic details about your ideal customers. What is their background and education level? What things are most important to them? What do they specifically need and what challenges do they face? The answers to these and other related questions will help you develop profiles of your ideal buyer personas.
Review Your Customer Database
Look carefully through your current and past customer information to uncover trends about them. Review trends such as how they prefer to interact with you, how long it takes for them to make a purchase, and what they typically spend. Also track how much information they needed to review before contacting you. These are important things to know about that can help improve how you acquire customers.
Enlist the Help of Your Sales Team
Ask your sales team for help in collecting information about the common traits of their best leads. Understand what things are important to prospects, including their needs and expectations. Then begin to fill in the gaps to develop the profiles of two or three of your most common buyer personas.
Did You Know?
Companies who have adopted buyer personas early on show significant boosts in the effectiveness of their
entire marketing process. Some interesting statistics that reveal the importance of buyer personas:
Using buyer personas made websites 2-5x more effective and easier to use
Companies who exceed revenue and lead goals are 2x as likely to use personas
Using buyer personas increased the length of web visits by 900%!
High-performing organizations are 7x as likely to have updated their personas in the past 6 months