A buyer persona is a fictional representation of your ideal customer based on research data collected from real customers who fit into these specific categories. They are essential because they allow you to make informed decisions without all of the guesswork. You know who your ideal customer is and what kind of information they need, so that should help in your decision-making process when it comes time to buy a new product for your business. Buyer Personas, or Customer Avatars, are based on accurate data collected from actual customers.
You’ve probably heard of the saying “garbage in equals garbage out.” Unfortunately, this applies to marketing as well as it does to computers. If you’re not capturing relevant data from your customers, then your Customer Avatars will be full of garbage information that is useless for your business. In this article, we’re taking a look at Buyer Personas, why you should care, how to develop them, and why they are essential when qualifying leads. Let’s dive in.
What are Buyer Personas and Why Should You Care?
Buyer personas are simply an individual that represents a group of customers who you believe will be your best customers. They help plan out and budget marketing campaigns, decide where to advertise, and create content for your marketing channels relevant to these individuals. Buyer personas can help you understand how these groups respond to different events in the world and communicate with them in authentic ways that resonate with their interests. Customer Avatars are great for making more informed decisions. By creating these characters, these Customer Avatars will build a better understanding of what your customers want to buy from you and when they want to make purchases.
Buyer personas are an effective way for companies to envision who their ideal customer is and how they can help this group with multiple stages in the buyer’s journey. With Customer Avatars, marketers can determine potential sources of interest. How customers search for information online, wherein they begin looking for solutions in the decision-making process, and ultimately which factors influence a purchase decision. Buyer personas let marketers create content that helps increase the likelihood of potential customers becoming actual buyers. Customer Avatars help provide the foundation for a fully-developed marketing strategy that helps businesses avoid wasting time and money on content creation, outreach, and other methods of outreach that don’t align with the needs of their target market.
You should make a great effort to compile your very own Buyer Persona, or Customer Avatar, because if you don’t… You’re stabbing in the dark. And you don’t want that, as that will leads to tons of frustration over time. Get clear on who your products are for, who you are selling, their pain points, and what they want to see solved… Go deep! It will make the rest of the journey so much easier.
How Can You Use Customer Avatar in Your Marketing Strategy?
It should be rather obvious how a Customer Avatar can help improve sales and marketing efforts. Personas and Avatars allow you to make informed decisions about what your customers want and need so that you’ll know how to best present your product to them. It also allows you to tailor your marketing messages, such as adding to your ads on social media channels and optimizing your website for their benefit.
But let’s dive a bit deeper. What should your persona entail? Well, the buyer persona should be developed based on the primary buyer’s pain points, goals, concerns, and level of influence over others who will help with the purchasing process. And in the end, you use this data to make your customer feel special and cared for.
What’s remarkable is that buyer personas can be made for existing customers as well as potential customers. By creating these characters, these Customer Avatars will build a better understanding of what your customers want to buy from you and when they want to make purchases. Customer avatars have the power to help you create marketing and advertising messages that resonate with your customer’s interests and builds trust. Buyer personas are a powerful tool for any business looking to grow its online presence, sales, and brand loyalty!
Where do you use these Customer Avatars?
These personas will help you create new products or services and improve existing ones by re-targeting your existing customers more effectively. They also act as a foundation for all of your content market efforts – including blog posts, social media outreach, conferences/events attendance, press releases, etc. Tying everything back to your Customer Avatars ensures that you’re creating content for the right people. Buyer personas are an efficient way for marketers to get the most out of content marketing strategies, social media campaigns, and other forms of online outreach. Buyer Personas also help with a variety of different areas such as sales, advertising/branding, lead generation, product-market fit validation… The list goes on!
We recommend that you start by creating Buyer Personas for existing customers (especially ones that have an extensive purchasing history) before trying to create Buyer Personas for potential customers.
The Benefits of Using Buyer Personas to Make Informed Decisions
Business owners, entrepreneurs, and marketers are faced with a wide range of decisions in the course of their work. Buyer personas help provide the foundation for a fully-developed marketing strategy that helps businesses avoid wasting time and money on content creation, outreach, and other methods of outreach that don’t align with the needs of their target market. Customer Avatars also allow you to make informed decisions about what your customers want and need and tailor your marketing messages, making them convert way better. These personals will enable you to laser target a specific group of people, allowing you to convey a marketing message that resonates with them. You want to go a straightforward as possible as this will help you grow your business month in month out.
“If you’re selling to everyone, you’re selling no one.”
How To Create a Buyer Persona
Effective customer avatar creation is as close as asking and answering a few simple questions: How old are they? What do they look like? Where do they live? What’s their job title or position in the company? What do they care about the most and why? Answer these, then create a detailed story based on who you think this persona is. We put this into a 4-step Framework you can use to build your persona.
Step 1: Buyer Persona Conceptualization
To create Buyer Personas, you’ll first need to understand your customers’ needs and concerns. What are they looking for in a solution? What is the main goal they need help with? Where are they spending their time online? To get these answers, it’s essential to do some research on your target customers. You can do this online or in-person by talking with them. You should also be aware of any industry-specific details about what your customer looks for in a Buyer Persona and what their pain points are.
Step 2: Buyer Persona Characteristics
Once you know your Buyer Persona, you can start creating a persona that includes your Buyer Persona’s likes and dislikes. This Buyer Persona will also include information about your Buyer Personas’ motivations/pain points, needs, wants, age bracket, top hobbies, favorite color, and other Customer Avatars characteristics.
Step 3: Buyer Persona Description
After you’ve created a description for your Buyer Personas’, make sure to reference it regularly when creating new content or reworking old content. To create effective Buyer Personas (and thus marketing strategies), marketers should tailor their message to each one they create. Also, remember that the number of Customer Avatars you make will depend on the size of your business. There can be only Buyers Personas for small companies with only one or two different products/services. In contrast, businesses with multiple products/services can have Buyer Personas for each of their primary product lines.
Step 4: Buyer Persona Development
After you’ve created Buyer Personas, it’s important to monitor them and make sure that the information is up-to-date so that your Buyer Personas stay accurate. Customer Avatars are a great way to help marketers create effective marketing strategies to keep an eye on what your target market wants! Buyers generally don’t like being sold to or receiving attention for no reason at all (that’s why things like popups annoy people). It’s beneficial to show content ideas to other employees in brainstorming sessions and get immediate feedback from them if the Buyer Persona would be interested in the content.
Keeping up with the Latest Trends when creating a Buyer Persona
When creating Buyer Personas, it’s essential to keep up with trends in your Buyer Persona’s industry, as new technology or services. For example, suppose Buyers for your Buyer Persona’s industry use Gmail instead of Outlook as their email client. In that case, it’s important to know this and include it in your Buyer Persona description. Customer Avatars are powerful marketing tools that allow Buyers to connect with your brand, and Buyers who feel like they’re being listened to will remain customers for the long term.
Every Customer Avatar is different and needs to be approached in a tailored way to their needs, likes, and dislikes. But, it’s important to note that they do change as well. So you need to be constantly adapting your personas. So, do a check-up every quarter and see if you see your persona is still aligned. For instance, the buyer persona also depends on age, gender, education level, and location. These are just a few factors that are important to take into consideration when tweaking your buyer persona every month so you can keep being more specific to them.
How a Buyer Persona can help you Streamline your Sales Process
Buyer personas can help you make decisions when it comes to your sales process. By understanding Buyers’ needs, wants, and desires, you gain the opportunity to tailor marketing messages. And so streamline the sales process. Buyer personas provide a model of a typical buyer that helps guide decision-making. You’re able to speak the buyer’s language this way, and buyers who feel like you have their best interests at heart will be more likely to invest in your product. The more specific Customer Avatars can be, the better your sales process will be because it allows buyers to receive messages that match their wants!
Using a Buyer Persona to Help with Qualifying Leads
If you are looking to streamline your marketing and identify which potential leads to pursue, you might want to consider using Buyer Personas. Personas help a business visualize what their marketing message will need to target to resonate with one of many specific types of customers they are looking to reach. When you have finalized your persona, you know exactly what type of buyer you’re after. Then based on the persona you created, you can set up qualifying questions.
This allows you not to waste your time offering products or services to people who don’t want them. And actually, be smart with marketing online. Setting up the qualifying questions will help you weed out the bad leads from the good leads. Qualifying questions can be set up in the form of a questionnaire. They could appear on your site’s landing page or even on a separate page created specifically for Buyer persona qualification. We love to use a chatbot.
Final Thoughts on Buyer Personas & Customer Avatars
In this article, you learned that buyer personas are individualized profiles of your Buyers or customers representing a particular group of people and their needs, wants, desires. These personas help you tailor marketing messages, so they match what Buyers want to hear from you! The more specific Buyer Personas can be, the better your sales process will be because it allows buyers to receive messages that match their wants! Customer Avatars enable Buyers to feel like you are speaking directly to them, and connecting with Buyers who feel like they’re being listened to will remain customers for the long term. Ideally, when creating a chatbot, you should know your Customer Avatars. Because when you know who this is, you can keep that in mind while developing your chatbot. Adjust tone, messaging, and so on.
On that note, we got an excellent guide about giving your Chatbot a Soul, which you can download right here. It’s not an indefinite guide on pulling out your persona, but it will help you create a better chatbot that resonates with your Buyer Persona.
That said. If you’re not a Clever customer yet… What are you even doing? Get Clever Messenger RISK-FREE, and have a chatbot grow your business automatically.