A buyer persona can help you understand more about your target markets and help you create a laser-sharp reading on the markets your company needs to be focusing on. Creating persona groups will help you develop a unique strategy to target each group and can also be effective in assisting your customer service efforts with each persona group.
Creating a buyer persona is relatively simple. First, it’s helpful to create a unique name for each persona type, such as the “Decision Maker” or the “Self-Serve Customer.” Once you’ve got the names ready, you’ll need to start filling in some important details.
Ideally, each persona profile should have around 20 to 30 characteristics that set them apart and help you understand how to reach this particular customer set. You can start finding characteristics by asking yourself a few questions, such as “What is most important to this type of customer,” or “How does this customer make their decisions.” These questions will help you fill out the generalized characteristics that each buyer group will have.
You’ll also need to dig a little deeper and make your personas more human. You can accomplish this by quantifying your information with demographics, such as age ranges, how many children this typical buyer would have, and whether or not they tend to be married, single or even divorced. Ideally, each persona should include about half-and-half regular and personal information.
One of the best places to look for this information is your current customer database. Once you have your names for your personas and some basic criteria, you can begin to classify the customers you already have and use your history in dealing with them to create a well rounded buyer persona.
This stage also allows you to use your existing data to determine which buyer persona is the most effective buyer for your company. This is the target market you need to be focusing the majority of your efforts on.
Developing a buyer persona should be a team effort and should include both your service and sales staff, since each segment will have different experiences in dealing with each persona type. You can brainstorm together to help create each profile.
Once you have your buyer persona list created, you can start fine-tuning your marketing and service approach to ensure that this project will be a success for your company.