Buyer Personas

Buyer Personas – the vital first step for inbound marketing

Buyer personas (some people call these profiles), are fictional, generalized representations of your ideal customers. Personas help us all — in marketing, sales, product, and services — internalise the ideal customer we’re trying to attract, and relate to our customers as real people. Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention. It is also the first step in SEO, search engine optimisation, and for focusing you on what to write, and for whom in your marketing.

Personas detail questions to ask

Role:

What is your job role? Your job title?
How is your job measured?
What is a typical day?
What skills are required?
What knowledge and tools do you use?
Who do you report to? Who reports to you?

Goals:

What are you responsible for?
What does it mean to be successful in your role?

Challenges:

What are your biggest challenges?
How do you overcome these challenges?

Company:

What industry or industries does your company work in?
What is the size of your company (revenue, employees?)

Watering Holes:

How do you learn about new information for your job?
What publications or blogs do you read?
What associations and social networks do you belong to?

Personal Background:

Age
Family (single, married, children)
Education

Shopping Preferences:

How to you prefer to interact with vendors (email, phone, in person?)
Do you use the internet to research vendors or products? If yes, how do you search for information? What types of websites do you use?

How to research your personas

When creating forms to use on your website, use form fields that capture important persona information. For example, if all of your personas vary based on company size, ask each lead for information about company size on your forms. You could also gather information on what forms of social media your leads use by asking a question about social media accounts.
Research your customers using the Search on Google feature for each contact record.
Interview customers either in person or over the phone to discover what they like about your product or service.
Look through your Contacts data to uncover trends about how certain leads or customers find and consume your content.
Take into consideration your sales team’s feedback on the leads they are interacting with most. What types of sales cycles does your sales team work with? What generalizations can they make about the different types of customers you serve best?

You can download the personas template here
You can contact us for any help completing these.

Peter

 

Posted in Blog.