Buyer Persona

Buyer persona is a ideal customer who is going to buy your product or service which makes them really important in marketing which is why every marketer is interested in understanding what their days are like, the challenges and how they make decisions

It is very common to have multiple buyer personas for a business – for example if there are multiple people involved in making a purchase decision each individual involved in that decision is a separate person. They will have different way of evaluating your product /service and you would need to strategize accordingly.

Buyer personas help ensure that all activities involved in acquisition and servicing your customers are well targeted to buyer’s needs.

When choosing a product or service people gravitate towards businesses they know and trust while this may sound simple it is not which is why every marketer must try and achieve this by showing genuine understanding and concern for the other person – in this case customers. Gaining trust in business requires a subtle, but important shift in which business is presented and at first instance you should be able to show your potential customers that you get them by addressing their pain areas and only then will be exploring you further.

How are buyer Personas Used?

In-depth questions are required to be asked about your ideal customers an exercise like this helps you notice things you have missed or would have missed earlier.

Comparison of your answers alongside your colleagues will help measure any inconsistencies and gaps in your perspectives and foster productive discussions around them. All departments within your organisation can then work with the persona collectively instead just marketing focussing on it which is a great advantage from organisations stand point.

Work Direction can be one super advantage of creating buyer persona for example

To craft a persona, you first need to ask yourself in-depth questions about your ideal customers, and this exercise alone will help you notice things you hadn’t before.

You can then compare your answers with those of your colleagues – this will unearth any inconsistencies in your perspectives and foster discussions to resolve them.

So, one of the immediate benefits of a buyer persona is that it helps you gain customer insights and cross-departmental alignment. This will ensure that marketing, sales, product development and customer support all have the same view of your ideal customer.

You can then use your personas to guide the direction of your work. For instance:

Customer support team can better service customers if they have clear view of buyer persona

Marketing can better target advertisements and other communication to present it to right customer

Sales can better pitch the product or service

New product development can build better product roadmaps

Apart from above you can also do listing of their fears or negative information to create a more detailed buyer persona