Buyer personas allow you to get inside of the minds of your ideal customers in order to tailor your marketing strategies accordingly. However, you need to learn how to properly take full advantage of buyer personas as marketing tools in order to reap the benefits. Following these five tips will help you to do just that.
Have a Clear Understanding of the Term
The first step that you need to take before focusing on maximizing the value of buyer personas is to have a clear understanding of what a buyer persona is as well as the purpose that it serves. A buyer persona, according to HubSpot, is nothing more than a mostly fictitious representation of your target customer that is based on researched data and studies conducted on your past customers (image via shutterstock).
In layman’s terms, you are studying the behavior and buying habits of your past customers to statistically predict the buying habits and behavior of your future customers as well. This type of insight can be used as an effective marketing tool that can lead to increased conversion rates and revenue. However, there are several steps that need to be taken first.
Visualize the Audience First
f you are serious about taking full advantage of your buyer personas, then you need to take the necessary steps to visualize the audience. People need to be able to connect to your personas, which is why you need to basically bring them to life. Use images of actual people that fall into the demographics of your target market. You should even consider giving names to buyer profiles, according to Content Marketing Institute.
It might seem a little ridiculous to name a buyer persona – especially since it is not a real person. However, assigning names to your buyer personas will bring them to life for your team members and employees as well. They will start to view your buyer personas as real people as well instead of marketing tools and inanimate elements of your business (image via shutterstock).
Describe the Motivations of Your Customers
Your customers are driven and motivated by something to buy your products or invest in your services. When developing your buyer personas, you are taking on the task to figure out exactly what that is and how you can use it. Many people make the mistake of assuming that consumer motivations and drives do not necessarily apply to their respective industries and markets. This line of thinking is a one-way street on a dead end road (image via shutterstock).
Always remember that buying habits are absolutely valueless unless you are able to examine the psychology that is working behind the scenes. Focus on gathering buying experiences that identify and describe your key buyer – from interaction habits to generation gaps. By taking a methodical approach to describing the motivations and desires of your customers, according to Marketing Profs, you will be one step closer to taking full advantage of your buyer personas.
Embrace and Accept Changes
One of the biggest mistakes that you can make is to develop a single buyer persona and never change it. There are too many businesses and brands around the world that have become complacent with their consumer expectations, believing that their ideal customers and target markets will never change. Sadly, in most cases, the owners of those businesses and brands are forced to find out the truth the hard way (image via shutterstock).
If you have noticed that your lead generation efforts and overall marketing strategies are drastically losing their effectiveness, according to Nurture HQ, chances are that you have not modified them in a while. You are more than likely basing all of your strategies on the same, unchanged buyer persona. Keep in mind that your target audience may change in a fundamental way and completely change the course of your business. You may need to change the look and feel of your company website to a different template, such as the options available through Shopify, in order to provide a completely fresh and new experience all together.
Feedback, Feedback and More Feedback
By definition, a buyer persona is a representation of your target customers based on your existing customers. Therefore, in order to take full advantage of these personas, you need to obtain honest feedback from your existing customers and clients. Find creative ways to peak their interest and convince them to giving you the responses to questions that you need to have answered (image via shutterstock).
Focus on having them to acknowledge your strengths. However, your main goal should be to identify potential areas of improvement that need to be addressed in order to improve your operations and increase your company’s efficiency overall. Surveys, reward plans, loyalty programs, promotional codes and online coupons are all great incentive ideas that will encourage your past customers to participate – giving you all of the feedback that you will ever need to complete your research.
The Bottom Line
Taking the time to pay close attention to these types of shifts and declines is highly important. This is especially the case if you want your buyer persona’s to lead you to long-term success instead of short-term failure in your respective market.