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Creating buyer personas is the concept behind successful marketing campaigns. Buyer personas
represent different groups of your customer base and help determine who to target and how to segment messages. This information can help you tailor your messaging, which will improve the results of your marketing campaigns. Tailored messages are especially important for organizations that offer multiple solutions. If your messaging is specific to marketing professionals and HR professionals are receiving it, it’s irrelevant to them.
How to Create Buyer Personas:
1. Talk to your audience and get to know them
The first step to creating buyer personas is by interviewing existing customers and people within your target market. The goal is to have a conversation, understand their process, and gather information on demographics, firmographics, and online behavior.
Here are examples of questions to ask:
- What industry/industries is your company in?
- What’s the size of your company (revenues and employees)?
- What pain points made you consider our products and/or services?
- How long did you shop around?
- What benefits and results are our products/services helping you achieve?
- What made you decide to purchase our products and/or services?
- What are your goals and values?
- Tell me about your department.
- What are everyday problems you face?
- Describe your personal demographics.
- Describe your educational background.
Interviews should take no longer than 15-20 minutes and should be conversational. Listen to the responses and make sure you fully understand them before moving onto the next question.
2. Develop benefit statements for your services
Use the information from your interviews to develop benefit statements for the solution your organization offers. A benefit statement can be utilized in future sales and marketing campaigns and should define how your solution can be used, how it actually is used, and how it helps the end user do their job better.
3. Establish buyer profiles
Clearly identifying your target buyers is essential to creating personas. During this step, it’s important to include the people within your organization who talk to customers regularly.
Consider the following questions when identifying buyer profiles:
- What are their values and goals?
- What’s their background?
- What’s their preferred communication method?
- How do they make purchasing decisions?
- What problems do they face?
- How do they solve these problems?
- What are their needs and interests?
- What are their pain points?
- How do they measure success?
- What sources do they use to get their information? (i.e. newspapers, blogs, etc.)
- What type of information do they rely on?
Now that you painted a picture of your customers, you can start putting these buyer personas into action.
4. Map out your customer’s buyer journey
Next you need to identify what your customer’s buyer journey looks like. A buyer journey is the research process a prospect goes through leading up to a purchase, and consists of three stages: awareness, consideration, and decision. This information allows you to understand how your buyers are behaving during each step of the journey.
5. Reach your customers during each phase of the funnel
Now that your buyer personas are created and the buyer journey is mapped out, you can start developing campaigns using the data you gathered. Think about how to reach people in each different stage of the funnel and how to continue moving them through. Remember, the goal is to convert them into a sale, so you need to determine how to keep them engaged and interested in your organization.
Do you need help creating buyer personas? ZoomInfo can assist! We’ll compare your existing B2B database against detailed profiles of millions of companies and business professionals to find trends and confirm the demographics of your target prospects. Contact us today