You can target your ideal customer by defining a buyer persona, also known as an audience avatar.
Creating a buyer persona helps you create content to better target your ideal customer by putting their wants and needs first.
What is a Buyer Persona?
A buyer persona describes a typical member of your target audience in extensive detail.
Based on thorough research, this fictional persona describes your ideal target customer.
Importance of Creating Buyer Personas
There is no way to understand each customer or prospect individually.
However, you can create a customer persona that represents a specific kind of customer.
When you have different types of customers, you might need to create several personas to represent specific groups of users.
The most effective way to understand your buyer persona is to define them as a real person.
Give them a name, demographics, interests, and patterns of behaviour.
You can even include a picture to make them seem more realistic.
You will be able to better understand their goals, problems, and buying patterns when you do so.
Furthermore, this will enable you to create customized messages that are tailored to each persona.
It is especially pertinent to note that social advertising allows you to precisely target people based on your buyer personas, which allows you to show your ads to the right people.
You’ll form a strong connection with the ideal customer when you tailor your social strategy to suit your personas’ goals and problems.
How to Create Your Buyer Persona
1. Research your audience thoroughly.
Analytic tools such as Google Analytics and Facebook Insights can provide a lot of the data you need for your research.
What kinds of people do you sell to? To whom do your top competitors cater?
What is their:
- Buying patterns
- Marital status
- Preferred social channels.
2. Identify customer goals and pain points
- What motivates them to take action?
- What goals are they trying to achieve?
- What problems are they trying to solve?
- What is specifically holding them back from reaching their goals?
3. Learn how to help your potential customers with your products or services.
Understand how your products can improve the lives of your customers.
Your products’ features consist of their functions and technical details.
The benefit of your product or service is how it simplifies or improves the life of your customer.
You need to be able to explain how the features will enrich or benefit your potential customers’ lives.
4. Create your buyer personas
Identify features common to certain groups of people by gathering all the information you have about them.
Using this information, you can place people into groups.
You will build your customer personas as you group people that have those characteristics together.
When creating your buyer persona, give them a name, a job title, a place to live, and additional characteristics defining them.
They should seem real to you.
Creating a Buyer Persona for a Product
Let’s say you are an affiliate for an online retailer of designer high-heel pumps and stilettoes for women.
Your core customer group is 25-year-old women with no kids and a passion for designer brands.
Let’s call her “High-Flying Lola.”
- She is 25 years old.
- She attends cardio three times a week.
- She is active on Facebook, Instagram and Pinterest.
- She is professional, feminine, and poised.
- She loves high-heeled, designer pumps.
- She lives in London and is the founder of her own recruitment agency.
- She drives an Audi Q5.
- She and her partner take two international vacations per year, and they usually stay in five-star hotels.
Based on what we know about Lola, we know exactly what type of content will entice Lola and motivate her to take action.
By creating a story around them, you are able to think about your buyer personas as individuals.
Although these characteristics do not necessarily apply to every buyer in your audience, they offer a tangible way to portray an archetype.
Creating a Buyer Persona for a Service.
On this occasion, we’re a social media marketing agency looking to promote our Facebook ads to the right prospects.
Professional Lola is our buyer persona.
Lola is a nutritionist, and she has just published a Keto eBook on Kindle.
She plans to generate awareness and sales for her book by using social media.
Lola is 38 years old, married, and has two children. Her home is in Los Angeles, California.
She has a college degree, and she earns $75,000 annually.
In contrast to grabbing the attention of a high-flying Lola, engaging and garnering the attention of a professional Lola is more challenging due to the fact that there are a lot more factors to consider.
For one, she must be researched psychographically.
In other words, we need to understand what will inspire Lola to click our ads.
Psychographics refers to the following:
- Favorite social platforms
- Goals and aspirations
- Online buying patterns
- Problems and challenges:
We must answer the following questions about Lola in order to gain a better understanding of her psychographics:
What is meaningful to Lola personally?
This information is crucial for us to be able to communicate with her effectively.
Here is where we need to create benefit statements that will connect with Lola’s emotions.
Getting to know what is meaningful to her will help us connect with her on a personal level and convert her into a client.
Your targeted content will be more effective if you understand the psychographics of your ideal customer.
You’ll be more likely to create more effective marketing messages if you are able to relate to her goals, fears, interests, problems and challenges.
What drives Lola to take action?
The fact that you know what your ideal customer wants does not mean that you understand what motivates them to take action.
People are motivated differently based on the factors that inspire them.
- Earning more money;
- Being more successful;
- Living a healthier life;
- Living a happier life;
- Being more attractive to women or men;
- Feeling more secure;
- Improving one’s self-esteem;
- Having more time to spend with family or hobbies.
Let’s look at what motivates Lola:
Based on her psychographics, it is safe to conclude that Lola is motivated by a desire to make more money and become successful.
With a better understanding of what Lola wants, we can create an effective Facebook ad that connects with her emotions and motivates her to take action.
How can we overcome Lola’s potential price objections?
We must focus our ad on the main issue facing our buyer persona, as well as the solution to that issue.
When we focus our marketing efforts on these facts, pricing will become less of a consideration for them.
For example, in the advertisement, we can mention that we sold 15,127 Kindle eBooks on behalf of a previous client.
By pointing out that we are experienced at selling Kindle eBooks, we should be able to overcome any price objections.
What are Lola’s fears?
Understanding our persona’s fears will allow us to empathize with them in our advertising.
Our understanding of Lola’s persona suggests that she may be worried that she won’t be able to achieve her goals.
With a clear understanding of Lola’s fears, we can create a marketing message that directly addresses those concerns.
By letting Lola know the results we have achieved through social media, we can reassure her about our mastery of the channel.
Knowing that we have this knowledge and expertise will give her the assurance that we can assist her in overcoming them.
What potential objections can get in the way of Lola hiring us?
There have been several complaints from business owners and entrepreneurs about the results they have gotten from online marketing agencies.
As a result, we can assume that Lola is skeptical of online marketers, and she’ll be very selective when it comes to hiring them.
To counter this objection, we can offer a free trial, a satisfaction guarantee, and testimonials from previous customers in the advertisement.
With all of the information that you have collected about your buyer persona, you now have everything that you need to get into the hearts and minds of your target audience.
This will give you the insights you need to create the right brand experience for them.