Buyer personas (sometimes referred to as marketing personas) are fictional, generalized representations of your ideal customers. Having said that, identifying the ideal buyer persona is an art every marketer and business owner wants to master. Wondering Why?
Why is it really so important to identify the ideal buyer persona?
It is always better to have an idea of the kind of customers you want to serve as it will help you to determine your strategies regarding product development, content creation, customer acquisition, customer retention and a lot more. Developing personas allows you to create content that will appeal to the target audience. Personas provide a summary of the key factors that help you to understand your ideal customer’s needs, motivations, concerns and potential spend opportunities within your identified market.
When you know how to help buyers evaluate your approach on their own terms, you build a bond of trust that competitors can’t match. You have an added advantage that will ensure a better ROI.
How can you identify your ideal buyer persona?
It is very simple- by asking the right questions to the right people! The questions must be relevant and help you better understand the psyche of your customers.
Who are the right people?
The people you can contact are-
- Your existing customers- make sure that you include both “good” and “bad” customers as you want to get a full picture of their experience with your brand
- Prospects- your current prospects and leads are a great option because they do not know much about the company
- Referrals- you will probably need to rely on some referrals in case you do not already have customers and leads. Reach out to co-workers, existing customers, social media contacts, etc. to find people you’d like to interview and get introduced to
- Third party networks- you could also take the help of some third party networks to recruit the interviewees other than the people from your company