Digital marketing has highly targeted audiences and a multitude of tools and platforms at your disposal. But to ensure you get your messaging right and spend your budget effectively, a critical step to success is your buyer persona – that is – a fictional, generalised representation of your ideal customer.
Why? Because it helps when you relate to them on a human level. Feeling like you know who they are will undoubtedly benefit your marketing, sales, products and services.
Create Your Buyer Persona In 6 Easy Steps:
1. Personal Information
- What is their age?
- What is their gender?
- What is their marital status?
- Where do they live?
- Who do they live with? Children / Partner / Family / Alone / Friends
- What is their income? Household / Personal / Disposable
- What is their education level?
2. Career Information
- What is their job title and responsibilities
- Who do they work for? Company Name / Industry / Company Size / Self-employed
- Any special skills they have?
- Do they manage others?
- How is their success measured?
- What are their 3 biggest values in life?
- What motivates them in general?
- What is important to them when considering a product / service like yours?
- What objections or fears might they have?
- What drives their decision making process?
- What are their personal goals?
- What are their career goals?
- What challenges might impact these?
- How can your product / service help them achieve their goals?
- What questions might they ask when seeking a solution to their challenges?
- How do they get their information? TV / radio / newspaper / online
- What media do they consume?
- Do they belong to any associations / groups / membership organisations
- How do they use social media? Platforms / frequency / intention
- How do the use the internet? To find information / to browse / to stream media /
- Do they attend events or conferences? If so, what type?
- How do they spend their leisure time?
- Do they have any hobbies?
6. Time To Come Alive!
- Give them a name
- Find a photo online to depict them
- Create a quote that sums up what they’re all about and attribute it to them
- Keep this buyer persona (better still, bring it with you to marketing meetings) and use it to develop your strategy and content.
Our final word of advice: Try to be as specific as possible when creating your buyer persona. If your product or service is aimed at a broad audience, develop one for each niche instead of trying to have a one-size-fits-all-approach. Then target separate messaging accordingly.
Well done. You made it to then end! Now you have your buyer persona, time to start marketing! Contact us today – we provide full-suite of digital marketing services.