Do you want to know what is a key action to implement your marketing strategy? Create buyer personas! What do we mean by this?
It is a technique that allows you to know the characteristics of your prospects and sales opportunities in order to attract them to your conversion funnels with useful and interesting content for them.
If you are interested in knowing how to obtain real data from your potential clients, read on and discover 20 key questions that will help you achieve this.
First, though, let’s start with the basics…
What is a buyer persona?
A buyer persona, also known as a buyer profile, is a fictitious representation of your ideal customer, which is built from real data from a population, such as:
- Age
- Gender
- Geographic location
In this data collection technique, the psychological characteristics, qualities, objectives, challenges, concerns, personal stories and similar behaviors of people are also taken into account, with the aim of covering the multiple factors that may or may not influence a decision. shopping.
If you have a customer database, this will be the starting point to start your research. They are your existing clients who want to be your first interviewees.
Although you may notice that your clients are very different from each other, you may be surprised by the aspects that unite them and that can work to create buyer personas.
It should be noted that this term is part of a fundamental practice in the world of Internet sales: inbound marketing. A philosophy and methodology that we have talked a lot about on this blog.
It is characterized by combining non-intrusive marketing, advertising and sales techniques with the aim of attracting, interacting and delighting consumers with valuable content and getting to know them as best as possible.
In this sense, a buyer persona is defined as a complete description or characterization of an ideal buyer, based on real or assumed data from clients and market studies.
Keep in mind each product or service of your company, it may correspond to a different buyer persona, because the characteristics of your target audience may vary.
For example, imagine for a moment that you work in Apple’s marketing department and you want to create buyer personas to improve the sales of your products.
Surely you will find that people who buy iMacs have different tastes and professions, compared to those who buy iWatches.
The first audience may be graphic designers who need good equipment for their work and the second may be athletes who want to track all their exercise routines.
In this sense, communications and content for people who buy iMacs must be different from that for people who buy iWatch depending on the findings that are discovered throughout the research.
Just because! Creating a buyer persona involves an investigative process, very psychological and sociological, that as a company you must do so that your strategies hit the target.
If you don’t know the tastes and interests of your ideal buyer, how will you know what type of content or strategies are the most appropriate to transform your leads into customers?
Why is it important to create buyer personas?
Creating a buyer profile is a fundamental step for a successful digital marketing strategy that yields positive results.
It is essential to send the right messages to the right individuals at the right time and thus generate greater purchasing possibilities for the company or personal brand.
As we mentioned previously, this research on your customers can also give you clues about behaviors, motivations, problems, needs, possible solutions, gaps in the market, etc.
This will be of great importance to define the best communication strategies for your organization both online (social networks, blogs, emails) and offline (stores, networking spaces, events, fairs). Now…
What are the key questions to create buyer personas?
Based on this article from Hubspot (a pioneer company in entering inbound marketing through its software). We present a list of 20 questions that are essential to create a buyer persona.
With these questions, you will be able to have a clearer idea of how to start this interview process and the items to take into account when creating the purchasing profile.
Next, we will classify the questions according to basic aspects, behavior and qualities to create buyer profiles that are as complete and approximate as possible.
Keep in mind that depending on your market, whether it is B2B or B2C, some questions are more relevant than others or may or may not be considered, as the case may be.
Basic questions
- How old are you?
- Sex?: man or woman.
- What is your job or trade?: Mention your work history.
- Where do you work?: place where you carry out your work.
- What position do you hold?: Mention the position you hold in your company.
- What is your level of education?: level of education and university where you completed your undergraduate and graduate studies.
- What is your income level?: How much in monetary terms do you earn monthly.
- Where do you live?: City, neighborhood, apartment or house.
- What media do you use in your daily life or to obtain information or try to achieve what your brand solves or improves?: brief description of the channels you use as a means of information.
Behavioral questions
- What are your interests?: If you like going to the movies, playing sports, and watching series, among others.
- What are your challenges?: complex situations you must face.
- What are your goals?: End to which the person’s actions or desires are directed.
- Who is he and how does he behave on a normal day?: Make a story about his day-to-day where problems are shown in the form of opportunities related to your product or service.
- What is the main objective or problem that your brand could help you achieve or solve?: Talk about the challenges or opportunities you face.
- Why can’t you achieve your goal or solve that problem today? What prevents you from doing so or what do you lack?: difficulties you have in achieving your objectives and what qualities you lack to achieve them.
- How can your product or service help solve the problem or meet your client’s objective?: Determine what the client needs and how you can help achieve their desires and/or demands.
- What are their habits?: What the person usually does most frequently in their daily lives.
- What is the real and practical effect of solving the problem or achieving the objective?: imply possible solutions to the problem.
- What is that characteristic, functionality or benefit that the person would value most about your product or service?: based on the answers to the first questions, the characteristics of the person are analyzed to know the evaluations they may have of your products and/or services.
- In a negotiation, what would be their main barriers or objections to acquiring your product or service?: limitations that the individual would have, such as, for example, the cost to buy what you offer.
In short, creating buyer personas allows you to know your ideal client and this is essential to be able to correctly satisfy their needs and design a series of content focused on them.
Thanks to this tool you will be able to know your target audience better to design the best strategies and targeted actions that will increase sales and brand loyalty.
