What is a buyer persona and why do you need it?
Identifying your buyer persona, i.e. your target group is the basis of lead generation. We used to identify general target groups, however, this is far from being enough these days. We need real people, real target groups, real buyer personas to improve targeting.
The buyer persona is a member of your target group, a fictitious profile based on real data. The profile of the buyer persona is built on real insight, which can be used to identify who they are, what they do, what problems they encounter during work, what they do as a hobby, whether they have a family, where they live etc.
They are all crucial insights, enabling you to better understand your target group, thus better satisfy their needs. For if you know the needs and problems of the buyer personas, you can offer them better solutions. Then, building on these problems, you can develop your lead generation process. You can generate content that offers solutions and answers to the problems you identified.
How can a buyer persona help you?
Setting up a good buyer persona helps you understand the real behaviours and problems of your target group. Then, during lead generation you can create content that offers solutions to these problems.
Naturally, a buyer persona works best if it was well designed to begin with. If the profile is not detailed enough and does not reveal the problem of the buyer persona it does not offer you a starting point for content generation, and, at the end of the day, it’s worthless.
How do you create a buyer persona?
It is easy as pie. Just grab a pen and paper, and consider the average buyers of your target group. An average buyer persona should not be more than an A/4 sheet – it should fit key information perfectly.
To set up a buyer persona, gather as much relevant information as possible. Such as: Purchase history, if applicable Where are they in the shopping process? Have they shopped with you? If yes, what? Make sure to identify when and what they bought from you. Are they a recurring customer? Consider all these factors, then try to figure out what their problem is.
Discuss it with your colleagues. Have a brainstorming session with someone from Sales, Marketing and Customer Service. Trust me, it will be a great use of your time to sit together and generate profiles, as they, too, have insights on current customers or your prospects you might not be aware or might not have thought of.
When setting up buyer personas make sure to have real data to support insights, as this is the only way to create trustworthy profiles.
Don’t worry if you seem to be able to set up more than one buyer persona during the process. This means your target group can be divided into various segments. The more segmented target groups you can create, the easier and more personalised message you can generate to reach them.
Get ready to rock and grab a pen and paper to make the first step of lead generation: set up your buyer persona!