Launching a new digital marketing strategy? The key to creating quality content that engages your audience is to know your audience. Before you can start developing a new strategy, you must first create your buyer personas.
What exactly is a marketing persona?
A persona is a realistic, semi-fictional representation of your ideal customer. So how do buyer personas differ from target customers?
Your target audience is very broad. It looks like “25-40 year old businessman living in a metropolitan area of Canada and working in accounting”. Relatively specific, but still very common.
A buyer persona is the archetype of your ideal customer. So: “Matthew: Montreal, 32 years old, married, no children, works in the accounting department of a company with over 100 employees, is methodical, enterprising and strong. Leadership, very tech-savvy and passionate about team sports.” This is more specific and to the point.
Why is it important to create and describe personas as accurately as possible?
By understanding your target audience, what they like and what they want, you can attract and convert more customers. The success of your digital marketing efforts depends on knowing your personality. there is nothing!
Steps for creating buyer personas
When developing a persona, you need to assess their characteristics, lifestyle and buying habits, education level, online behavior, employment, goals and challenges, objections, and understand common issues. Let’s see how you can develop each of these elements to create a complete and effective persona.
- Demographic profile of your character
This section of your profile will provide a basic picture of your character. To successfully create your demographic profile, gather the following information.
. Name and photo: What is your target customer’s name? (A name and photo help humanize the buyer persona).
. Age: What age range does your ideal customer belong to? What generation do they belong to?
. Profession: What is their current profession?
. Education: What is their highest level of education?
. Marital status: Are they married, single, divorced, widowed, etc.?
. Annual Income: What is the average annual income of your ideal client?
. Industry: What industry does he/she work in? Geography: In what city, town or province does your ideal client live?
. Language spoken: What language do they use to communicate?
To obtain this information, you can observe and interview (by phone or in person) some of your existing customers. They may reflect the typical profile of your ideal customer. Assess the contact database and analyze consumer trends in terms of content and offers. It could be clear!
- Don’t forget to ask your sales team for help, as they are in the field and often talk to qualified and unqualified prospects, so they are a valuable source of information. This way, we can make good suggestions for developing your buyer persona.
Finally, gather statistics about yourself from various sources such as salary, language, age, education, marital status, industry data, online behavior, etc. There is a wealth of information available on the internet. But don’t forget to use the platform analysis tools you already have! This is very important. Here are some examples:
- Institut de la statistique du Québec.
- Statistics Canada.
- Facebook audience information.
- Google Analytics.
- Institute for Digital Transformation.
Create detailed buyer personas
In this section, you can take the information from your demographic profile and “put it to the bone”, filling it in with additional content. In short, it’s time to bring your character to life.
- Your history and personality: in this section, you need to get to know your buyer in order to better understand and internalize his reality. What are his most important character traits? What inspires him and what torments him? What has he gone through to get where he is today?
- His priorities and challenges (objections). What does your character want to achieve and what are the challenges he or she faces on a daily basis? Lower them or keep quiet about the aspects related to his business.
- His past experiences and expectations. Ask yourself if this is their first buying experience. Have they done business with a company like yours before (in a different situation or in the same situation)? What are their main expectations of your company or product (product features, durability, quality, after-sales service, installation, advice, delivery, quotation and installation assistance)?
- His responsibility in making purchasing decisions: what are the most common questions he asks at each stage of the buying process? What influences the way your person spends money?
- Authoritative sources: This step describes how the person seeks and consumes information. What platforms does he or she use? How much time does he or she spend on these platforms?
By understanding where and how information is consumed, we can better understand what organizations need to target to reach people effectively. I get it.
Gather and collate all this information to form what we call a primary buyer persona. You can develop a secondary persona or a tertiary persona. You can have as many personas as you want to target groups. Then you can create the perfect content for each segment!
Example of a persona list
Let’s say your business is a beauty clinic and you want to target women in their 40s and 50s, offering treatments to rejuvenate their appearance in the most natural way possible. Here is a rough example of what a person might look like.
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