Have you made a purchase recently? What did you buy? Bluetooth speaker, ebook, or a pair of shoe? There is a high chance you searched for ideas or recommendations, compared prices on the internet before you made a buying decision. Well, you are not alone. Today, purchasing decisions are made online. It is therefore necessary for every company, no matter what they sell, to have an online presence.
Marketing is all about developing relationships with prospects, leads and eventually convert them to customers. The process of this development is called customer journey. In order to capture a customer while they are trying to make a buying decision, it is important to create a Buyer Persona.
Creating a Buyer Persona
According to Alexa, a buyer persona is a semi-fictional representation of an ideal customer. A buyer persona may include customer demographics, interests, pain points, behavior patterns, motivations, and goals. The process of creating a buyer persona usually involves marketing research, competitive analysis, audience analysis customer interviews, surveys, and more.
It is important to make the buyer persona as specific as possible in order to understand the type of content to dish out to them and what platform. In fact, the exercise of creating a buyer persona impacts virtually every aspect of your marketing, including:
- Content Marketing
- Paid Traffic
- Search marketing
- Copy writing
- Product creation
- Email Marketing
- Social media marketing
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience with the aim to drive profitable customer action. You need to determine what videos, blog posts, podcasts, and so on should you create to attract and convert your buyer persona.
Which ad platforms should you buy traffic from and how will you target your buyer persona?
Search Engine Marketing (SEM)
According to search engine land, SEM is the process of gaining website traffic by purchasing ads on search engines. So what solution is your buyer persona searching for on search engines like Yahoo, Google, Bing or YouTube?
How should you describe offers in your marketing materials (email marketing, ads, and sales letters) in a way that compels your avatar to buy?
Email marketing is not for everyone. What type of email will you send to each buyer persona?
Social Media Marketing
What social media platform does your buyer persona spends time the most? What topic do they like to discuss?
Every product/ service solves one problem or the other. What problem is your product/service trying to solve and why??
You might consider giving your buyer persona a name. Giving an actual name assists in bringing this fictional character to life. In addition, your team members have a way to refer to each avatar among themselves.