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It’s no secret that the goal of most businesses is to gain customers. Customers are the lifeblood of any business and they truly hold the key when it comes to building brands.
We are therefore reliant on customers’ satisfaction, which is why it’s a good idea to put them at the heart of everything you do - but how do you go about that?
One of the best ways to do this is to appeal to your customers and build a brand that they will love, and… How do you do that?
Well, there is in fact a way to truly pinpoint what your customer likes, what they don’t like, what they need, and who they are.
You can do all of this by creating a buyer persona.
A buyer persona is a semi-fictional character, based on your real customers, which gives a detailed description of your business’ target market.
You can even give the buyer persona a name - humanising them and allowing you to build a picture of the ‘real’ person!
Creating a buyer persona can give context about your ideal customer and help understand who they are, their pain points, their goals, and their buying patterns, so you can truly get to the nitty gritty and figure out how best to appeal to them.
But when creating a buyer persona it can be difficult to know what information you should be digging for.
You can gather information and data from your already existing customers.
But there’s certain things you need to know about your ideal customer, and there’s certain things you don’t!
With that in mind, here’s our ‘5 Must Haves in a Buyer Persona’
- Personality traits
This will indicate who your customer is and how they engage. It will also tell you what will resonate with them the most.
- Demographic details
Consider what is their age? Ethnicity? Gender? Income? Job? Level of education?
- Behavioural habits
Finding out how your customer interacts is important. This will give you some serious intel into what social media channels you should be using, what time of day you should be posting, and what content you should be creating.
- Challenges
What uphill battle is your customer climbing? Finding out their pain points means you can work to solve them, making you, your products and services, and your business a top-pick.
- Goals
Do you know what your customer wants to achieve? And can you help them get there?
Once you’ve hit each of these individual marks, you will be able to use the information acquired as a roadmap.
This will make it easier to map out your marketing strategies, tailor your messaging and content, decide on the most effective social media channels and measure metrics.
It can even help you decide on the right kind of products to bring to market in the future.
We know - it’s all sounding too good to be true!
Using a buyer persona is an effective method and is a key to unlocking all sorts of doors - it’s a way to expand your customer pool without casting the net so wide that you miss!
Want to know more? Read our Music and Marketing - Buyer Persona blog.