As marketers, we’ve been ingrained with the practice of creating targeted audiences for every aspect of our campaigns. However, those audiences may not be as specific as they should or could be. With broad demographics like “a thirty-something athletic male,” brands are missing out on key pieces of information about their customers that can lead to increased engagement, sales, and long-term customer loyalty.
“A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business.” – HubSpot.
By researching buyer personas, businesses reveal preferences and behaviors that will help deliver highly successful, targeted campaigns. Here are some strategies for building buyer personas:
Define Basic Customer Personas
Start by gathering the general demographics of your target audience and separating them into basic groups. You may only have a few sections, such as a routine consumer and wholesale account. From there, you can further segment those groups into more specific personas. It’s important to know the difference between groups of customers, especially when your brand serves them differently. Consider basic demographics like location, age, gender, interests, trends they follow, education and income levels, relationship or family status, career fields, shopping preferences, and motivations for making purchases. You can begin to dive into each major type of customer from here.
Research and Specify Customer Personas
Dive deeper into your groups and start asking questions that will help define your various buyer personas. Customer surveys and reviews can help gain direct insight into your brand’s customers including their goals, challenges, and communication preferences. Social media and search platforms like Twitter Analytics, Google Trends, and Facebook Insights can also provide valuable and in-depth customer attributes and behaviors with their analytics. Additionally, viewing the profiles of your competitor’s customers who engage with their brand can help create a detailed customer persona.
Define Your Negative Personas
One strategy that helps further identify your ideal customers is to create negative personas. While it may seem counterintuitive to spend any time on the customers who would not be interested or ideal customers, it can help when setting the parameters for your audience to exclude those who wouldn’t actually convert. That may include consumers outside the budget of your product/service, students who engage for research purposes only, or those who are only looking for the one-time discount deal.
Give Your Persona a Human Identity
Create profiles with names, faces, and the details that make up your buyer persona. Marketing and sales teams alike can use these human-like personas to inspire the creation and implementation of campaigns that will positively engage quality customers.
Assess and Test Your Persona
Now that you’ve segmented your audience and created buyer personas that fit specific individuals, you can put it to the test. Apply the updated, detailed demographics and create marketing campaigns that speak to those customers. Track the metrics of your campaigns and keep in mind that those personas may evolve over time and require revisions.
Contact excelerate Digital for help identifying buyer personas and creating a campaign to target specific audiences.