Buyer personas are detailed descriptions of the people you want to do business with. One of the benefits of persona creation is that the process allows you to narrow down your audience to three or four key segments that are likely to bring you the most business/profit.
Of course, you can create as many as you need, but in reality three or four is more than enough. Just a few more and you’ll probably start to get lost.
When making decisions about your personas, think about your best current customers – the ones you want more of – and group them by type. Then think about people you would like to work with but are not your customers yet.
Name and Shame
This is the part where our clients look at us like we’re a little insane. This is also the moment when they start to understand it and engage. Yes, give your personas a name. Sounds silly, but it really helps bring them to life.
When your persona has a name, it takes on an identity and it’s much easier for you to develop a detailed image of it.
This is the difference between talking about impersonal managing directors of engineering companies or facility managers and talking about very specific brands and Kaśki.
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Buyer Persona – How to Create One?
Below you will find an example of a persona template that will allow you to create an image of your ideal customer. We successfully use this template during meetings with our clients.
Here’s what we’re asking for:
- Career – job, industry, company type, reporting line, skills and tools.
- Personal – age, education, location, family, hobbies.
- Behavior – how they learn, use the web, research, internet and social media.
- Goals at work.
- Challenges at work.
- How can we help them achieve their goals/overcome their challenges?
- Typical quotes and questions – what would the Sale Leads y say on first contact? What do they want to know? What do they need help with?
- Common Disclaimers and Notes.
- Why is this person choosing you? Why is he coming back?
You should be able to answer many of these questions right away, especially if you work directly with clients yourself.
If not, ask your sales team to get involved – not only will they be able to give you insight into your ideal personas, but they’ll probably have fun doing it too.