How To Create Your Buyer Personas

Buyer Personas

Image Source: Hubspot

Establishing the correct buyer personas is the cornerstone of any digital marketing plan, it is the starting point from which all tactics and strategies will be deployed.

In countries like South Africa, where Internet penetration has not yet reached all areas of the population, it is also important to the ask “who is our digital buyer persona”?

Further to this it is also important to evaluate from which devices your digital buyer personas will access your content.

Your web page layouts and other communications must at the very least be extremely responsive to all kinds of mobile devices.

Buyer personas are a general grouping of your target market into prospects that fit into a specific group or group of evaluated categories.

A buyer persona can also be described as the definition of your ideal customer.

You may find you have only one or two different buyer personas or maybe even as high as 20 or more.

It is best to start by only targeting one or two personas and as time goes on, add more, or drill down further into you existing personas to further segment them.

Methods you can use to compile your buyer personas include:

  • Interview your clients in person or over the phone and find out what they like about your product or service.
  • Ask your sales team to assist you by providing information on the clients and prospects they interact with. You can even ask them to provide specific information about prospects they deal with.
  • Use form fields on your website to acquire additional data over and above just asking for their name and email.
  • Try to uncover any trends on how customers find your company or access to your website.

Here is a list of key differentiators you can use to help compile your buyer personas.

  • What are their needs and goals?
  • Which challenges do they face?
  • What are they looking for right now?
  • What can you do to solve their problems or pain points?
  • What kind of buyers are closing?
  • What are good leads and what are bad leads?
  • How can you formulate your marketing message towards them?
  • What are their primary considerations prior to purchasing a product such as yours?

Which specific demographics are important for you to establish the buyer persona?

  • Male or Female
  • Age
  • Education
  • Job
  • Years of experience
  • Company
  • Company Revenue
  • Authority to purchase?
  • Are they using a company or personal email address?
  • Personal or family Income
  • Location
  • Vehicles
  • Married/Single
  • Kids
  • Activities and sports
  • How tech savvy are they?
  • Other

Once you have all of this figured out, the next step would be to create content that moves your relationship with the client forward through the sales cycle or funnel.

Leon Swartz

Leon Swartz is the CEO of FRONTPAGE Media and a professional Digital Marketer. He has been in the media industry since 1994, when he started his first publishing company. He is the publisher of over 150 business books, directories and consumer publications. During the past 12 years, Leon has established and proven himself in the fields of digital marketing, website strategy, lead generation, inbound marketing, product design, product positioning, branding, promotional marketing, creative concepts, copywriting and growth consulting. In addition, Leon has been the founder and CEO of various successful South African media businesses. Leon recently started a new web-based platform for South African digital marketers called www.marketingchannel.co.za

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