If you’ve put in the effort of thinking about and creating your very own Buyer’s Persona, chances are that sometime in the process, you were tempted to give up. Questions likely ran through your head – why am I doing this ah? Really worth it meh? Can simply guess or not?
The short answers to those questions are: Because it’s what your content will be based on, Yes, and No. The long answers are below, along with some of the most common concerns we hear from our clients while walking them through the creation of their Buyer’s Personas.
If I target one certain type of person, I leave out everybody else!
Yes, that’s kind of the point. It can be tempting as a business owner or marketing manager to want to target EVERYBODY, because it increases your chances of getting customers, right? Wrong.
In your effort to target everybody, you dilute the effectiveness of your content and ads, and at the end of the day, it is attractive to nobody. It’s like selling a one-size-fits-all shirt and convincing yourself that a 9-year-old child, 22-year-old lengzai, and 67 year old auntie would all find it attractive and wearable. Theoretically, they could wear it, but why would they want to when they could find something that fits them better as individuals?
The whole point of tailoring your content to fit your most “ngam” customer is that you ONLY attract customers who are a good fit. If a customer clicks on your content or submits their information through your landing page, you can be certain they have good potential and are looking for what you are offering. No more spending money to show ads to uninterested people, and generating cold leads that fizzle out and waste time and resources from your marketing and sales teams. Worth it, kan?
Should I be “imagining” so many details about my Buyer’s Persona?
Ok la, it can feel like you’re making up details, but the Buyer’s Persona really should be based on facts and informed guesses. It is worth your time and effort to survey your customer database to find out more about their lives so that you can get to know them better and really offer them content that would be of value to them.
Some ideas are:
- Run polls on your chosen social media platform asking one simple multiple choice question at a time
- Send out emails inviting your customers to a focus group in exchange for a coupon/discount
- Ask your friends their opinions on the kind of persona that would best fit your product/service
- Have your Sales team routinely collect demographic data on sales calls to best analyse which leads are most likely to convert
- And so on!
I created my Buyer’s Persona, but I don’t know what to do with it!
Once you have your Buyer’s Persona, here is what you should do with it:
- Have your content team create content that is targeted specifically at this type of person. Hold brainstorming sessions and conduct market research on the common issues faced by this persona, and the solutions they are looking for. Make sure the content created uses words that the persona can relate to, and a tone that is empathetic and helpful. And adapt the content into formats most likely to be consumed by this persona.
- Have your marketing team disseminate the content through the channels that your persona is most likely to be a part of. If your target is 40-50 year old housewives in Malaysia, chances are they are not going to be consuming content on Twitter or LinkedIn. Try Facebook, Whatsapp, or even offline channels to best reach them.
- Have your sales team adapt their sales tools, pitch deck, selling language, and appointment systems to best suit your persona. Make sure the sales process resonates with your persona, and is a helpful, pleasant experience to them.
- Make sure your customer service team is well aware of your persona, the struggles they face, and the outcome they hope to achieve. With awareness comes empathy, and they will be much better equipped to care for the customer even in difficult or demanding situations that can arise with any customer service encounter.
So, if you haven’t created your Buyer’s Persona already, go ahead and do it – and if you have, make sure your entire team is on board! We’ll be back soon with the next step in our Inbound journey – content! Stay tuned!