Most times, businesses fail due to their inability to discover what their potential customers need. In fact, most of them do not mirror the behaviors, goals, aspirations, or motivations of their targeted customers.
All they do is start a business without doing some market research to find out who and what interests their potential buyers. Definitely, those businesses are bound to crash!
A buyer persona is a fictional or semi-fictional representation of your potential or future customer. It effectively describes your potential clients and their buying patterns.
For instance, if you run a gym or fitness center, your targeted customers will primarily be youth and maybe a few adults.
A straightforward way to create a buyer mask is by conducting an interview or survey to determine your customers’ thinking patterns and when they love to make purchases. Once you get those pieces of information, you can then represent them on a template.
Mind you; a marketing persona can either be positive or negative. This category of customer classification helps you determine the kind of customers you prefer and those you do not want. So, here are simple but detailed steps on how to create a functional persona:
• Conduct market research:
Chill, you don’t necessarily have to move from one house to another before getting the information you need. You can start by studying your present customers. For instance, try identifying your reoccurring clients and why they keep patronizing you.
Also, the experiences you will obtain from attending to terrible customers will also help you decide those potential clients that are not right for your business or service. Meanwhile, you must update these pieces of information at least once every 20-24 months.
• Streamline the details and create a marketing profile
During the research period, it is essential that you pay attention to the common details shared by your customers or the potential ones as the case may be. To achieve this, categorize people with similar wants and goals.
Suppose you run a cloth store; in that case, you can easily categorize those who love corporate dress to casual wear. Also, details like demographics, financial prowess, and occupation should not be found wanting on your buyer experience.
• Name the persona
Giving your customer profile an imaginary picture and a name makes it seem like you are physically conversing with your potential customer. The advantage of this is that you can send targeted ads or emails to them since you have their details and can predict their likely behavior.
Advantages of Buyer Persona
A buyer mask helps you know and understand both your current client and the potential ones’ better
It enhances your marketing efficiency by helping you save money and time
It helps you leverage on the information you have about your customers’ needs; with that knowledge, you can design a product or service to meet their needs.
The guide teaches how to find new customers and then communicate their personalized need to them