Behind every sales conversion there’s a why? An unresolved need or a problem…Offering an effective solution, product or service requires an understanding of the actual problem and what the person is experiencing. A buyer persona is a client profile, individual, allowing the registration of qualities related to what they say, do or feel in the moment of needing/wanting to buy a product or service.
It is good practice to document the requirements of information on the client during every one of the stages in the buying process, based on marketing studies and actual data about your existing clients. With this type of data, we can do an analysis of clients in the CRM or instead in the Google Analytics and Facebook accounts. If we do not have earlier data, we can use surveys and/or interviews. In addition, you can simply observe and analyze one, two and at most ten followers you have in social media to see their behavior and their actions. The quantity of buyer persona depends on the type and complexity of the business, product and services.
The key point is to investigate and identify common behavior patterns, characteristics that make them stand out. It is not a definition of target public or audiences, it is a set of conditions that the marketing, sales and product departments can use to make informed decisions and more intelligent investments thanks to the information and knowledge that they have on their client.
How to create it based on data
Why is it important?
It allows for different internal areas like marketing, sales, customer service and products to align on the needs from client information, to respond with value-based content in every interaction, that not everyone speaks at the same time and in distinct “tones”.
Especially in the case of marketing, it is vital to have clarity in the content which we deliver to the client in the moment, we need to look to build a matrix which allows us to cross content with audiences, and in this way we can:
- Segment clients in the most effective manner to attract more qualified buyers. Create highly effective content for each of the buyer persona depending on the timing of the buying funnel. We can even make a NO Buyer Persona which is about the unwanted client.
- The path toward personalization implies a deep understanding of the client. Today technology allows us to know and store the data that we require to form value-based conversations with the clients.
- Identify where the potential high value clients are: the production of content is only the tip of the iceberg: the distribution and the scope are keys in the process of communication, channels and platforms that “entertain” the client in accordance with the characteristics of this segment must be included.
- Alignment with other teams: marketing specialists can always go back and review the defined profiles of the buyer’s personality to ensure that their efforts satisfy the needs of the clients.
It is important to first obtain the attention of the high value user, once we have their attention we can convert the interested client by anticipating and responding to their doubts or questions; thanks to this effort to facilitate information needed for the buying process (conversion and eventually retention and repurchase) to be clearer for him, and more effective for us, we can quickly move to the desire for action.
But everything does not finish here…afterwards there is the Buyer Journey.