Do you know who is consuming your products and services? In-depth knowledge of your client’s profile is a key element in digital marketing. This is why developing the buyer persona is one of the first steps of a good digital growth strategy from a professional brand strategist.
The creation of a persona makes it possible to create content adapted to the needs and tastes of its customers. In this article, we will explain the distinction between persona and target customer. Then, we will see the questions to ask yourself to build your buyer persona with a detailed example.
Our definition of a marketing persona!
The persona is a semi-fictional, but realistic representation of your ideal customer. So how does a buyer persona differ from the target customer?
The definition of the target clientele is rather broad. For instance, businessmen aged 25 to 40, living in a American metropolis and doing work in accounting. We therefore have an idea of the targeted category, but not of a specific individual.
The buyer persona, on the other hand, paints the typical portrait of an ideal customer. For instance, Mathieu, 32-year-old from San Diego is married but has no children yet. He is working in the accounting department of a company with 100 or more employees, sense of initiative, meticulous, demonstrating leadership, extremely cozy with technology and passionate about team sports. Much more concrete and defined, isn’t it?
The success of your digital marketing efforts depends on your knowledge of persona. So, take this step to heart and see it as the beginning of an effective and relevant strategy! Wondering where to start? You can watch our video on developing your persona!
Steps to building your marketing persona
When developing your persona, it is necessary to assess:
- his characteristics,
- their lifestyle and consumption habits,
- their level of education,
- his online behavior,
- his job,
- its goals and challenges,
- ses objections.
You have to understand the questions he frequently asks himself. You will have to question yourself and do research, too, in order to build your thinking on a solid foundation.
1. Ask questions about the demographic and geographic profile
This section of the profile paints the basic portrait of your persona. To properly develop the demographic and geographic profile, be sure to collect the following information:
- Name and photo: What is the name of your target customer? What does it look like? A name and photo will help humanize your buyer persona.
- Age: What is her age group? What generation does he belong to?
- Occupation: Is he a student, employee, retired, looking for a job? What is his current job?
- Education: What is their highest level of education?
- Marital status: Is he married, single, divorced, widowed, etc.?
- Annual income: What is his average annual income?
- Industry: What type of industry does he work in?
- Region: In which city, town or administrative region does he reside?
- Language spoken: In which languages does he communicate?
To get this information, you can interview some of your current customers. They most likely reflect the profile sought. Also observe your contact database and analyze it. You can also ask your sales team for help. Since she is in the field and frequently chats with potential clients, she is a valuable source of information. This could be revealing!
Finally, consult various sources to obtain statistical data on your persona. You will find a wealth of free information on the Internet. Above all, use the analysis tools of the platforms you already use! Here are some examples:
- Facebook Audience Insights.
- Google Analytics.
- Digital Transformation Academy.
2. Ask questions about the psychographic and behavioral profile
In this section, you will bring your persona to life! This is the time to flesh out the information obtained previously. To build a good digital marketing strategy trade advertising, you will have to think a little deeper in the design of your buyer persona.
- Habits: What are his habits? Does it have a typical navigation route?
- History and personality: What did he go through to get where he is today? What are his dominant character traits? What motivates him and what annoys him?
- Priorities and Challenges: What is it trying to address? What are the challenges he faces on a daily basis? Do these challenges cause reluctance in your business?
- Past experiences and expectations: What is its reality? Is this his first shopping experience? Has he done business with a company like yours in the past? What are their expectations (product characteristics, lifespan, quality, service, installation, guide, delivery, support, etc.)?
- Responsibilities in the purchase decision: Does he make the decisions himself? What questions does he ask himself during his buying journey? What influences his way of consuming?
- Trusted Resources: What platforms is it on? How much time does he spend on these platforms? Does he consult other people before buying?
Once you have compiled all this information, you will have what is called a primary buyer persona. You can have as many personas as segments you want to target. Why not develop a secondary, or even tertiary persona! Then you will have the opportunity to create content that is perfectly suited to each of them.
An example of a persona sheet
Let’s say your business is an aesthetic clinic that wants to reach women in their 40s and 50s, in order to offer them treatments to rejuvenate their appearance as naturally as possible.
This tool will be useful for several reasons. In addition to knowing who you are talking to, you will be able to better qualify your potential customers! Indeed, the marketing and sales teams will use it as a benchmark to qualify prospects. Your persona will also be your point of reference when making decisions and you can introduce it to your new employees so that they quickly recognize your target.
Now you know everything there is to know about creating relevant buyer personas. Be aware, however, that like a real person, a persona continues to evolve over time. It is therefore very important to update his profile regularly, in order to produce content that can evolve with him and continue to capture his interest.