Post by account_disabled on Mar 5, 2024 23:44:21 GMT -6
Before gathering information, it is important to define the characteristics that the buyer persona profile should embrace (some call it a buyer persona template). From demographics to values, any piece of the puzzle will help marketers get a clearer idea of the “ideal” customer. To get started, marketers tend to give their buyer persona a name and an imaginary avatar (photo), then fill out the following details: Demographics This is the most basic level of data that should be included in your buyer persona profile. Age/gender (try to be as precise as possible here, as this information will help copywriting and design teams choose the right language and style) Income level (including annual income) Location (urban/suburb or city/town) Family unit (especially important for B2C consumer brands) Education level (of great interest to content marketing teams) Professional position Both B2B and B2C companies should pay attention to this part, as they often need to determine whether they are targeting decision makers or actual users of products or services.
Professional qualification and level (manager, professional, specialist, etc.) Sector Psychographic characteristics Psychographics deals with a person's values, points of view and goals. This is an important part of the profile as people increasingly insist that companies share their values, express their opinion and participate in global conversations. Edelman carried out research showing that 65% of consumers say that a brand's reaction to the COVID-19 pandemic will impact their choice to stay with a service/product; 33% admitted they had already abandoned a brand that failed Venezuela Phone Number to meet their expectations. Professional/personal goals Beliefs and values (for example, for US companies it may be important to know whether their buyer persona is a Democrat or a Republican, religious or not, conservative or liberal, etc.) Problems and obstacles This section is the one that marketers and other teams should pay the most attention to. Only by knowing customers' problems and obstacles can a company develop and offer the most relevant solution. Major battles and pain points Obstacles they are facing Irrational/rational fears Influences and sources of information To identify the buyer's journey of the ideal customer, find out who listens, who they trust and on which platforms they look for solutions.
This information is a valuable source to guide influencer marketing, communications, PR, and ad and content placement efforts. Favorite blogs, social networks and websites Preferred media (digital and print) Influencers and opinion leaders they trust and admire Favorite events, conferences (online or offline) Purchasing process The last section should reveal how the target person makes his or her purchasing decisions. This information will broaden the buyer's journey and sales, as well as help digital teams define trigger events. The role of the person in the purchasing decision process Potential life cycle (how often do you purchase the product or service?) What stops him from making a purchase? How to find the data to create a Buyer Persona Once you have clarified the information to collect, it's time to find out how and where to find it. To get enough information to determine your target audience you go in two directions: market research and data on existing customers. Capture data from customers Interview customers Existing customers may like the idea of being interviewed by a brand they use and have a close affinity with, especially if they get extra benefits: a discount, a gift, special content, and so on.
Professional qualification and level (manager, professional, specialist, etc.) Sector Psychographic characteristics Psychographics deals with a person's values, points of view and goals. This is an important part of the profile as people increasingly insist that companies share their values, express their opinion and participate in global conversations. Edelman carried out research showing that 65% of consumers say that a brand's reaction to the COVID-19 pandemic will impact their choice to stay with a service/product; 33% admitted they had already abandoned a brand that failed Venezuela Phone Number to meet their expectations. Professional/personal goals Beliefs and values (for example, for US companies it may be important to know whether their buyer persona is a Democrat or a Republican, religious or not, conservative or liberal, etc.) Problems and obstacles This section is the one that marketers and other teams should pay the most attention to. Only by knowing customers' problems and obstacles can a company develop and offer the most relevant solution. Major battles and pain points Obstacles they are facing Irrational/rational fears Influences and sources of information To identify the buyer's journey of the ideal customer, find out who listens, who they trust and on which platforms they look for solutions.
This information is a valuable source to guide influencer marketing, communications, PR, and ad and content placement efforts. Favorite blogs, social networks and websites Preferred media (digital and print) Influencers and opinion leaders they trust and admire Favorite events, conferences (online or offline) Purchasing process The last section should reveal how the target person makes his or her purchasing decisions. This information will broaden the buyer's journey and sales, as well as help digital teams define trigger events. The role of the person in the purchasing decision process Potential life cycle (how often do you purchase the product or service?) What stops him from making a purchase? How to find the data to create a Buyer Persona Once you have clarified the information to collect, it's time to find out how and where to find it. To get enough information to determine your target audience you go in two directions: market research and data on existing customers. Capture data from customers Interview customers Existing customers may like the idea of being interviewed by a brand they use and have a close affinity with, especially if they get extra benefits: a discount, a gift, special content, and so on.