Now that you’ve asked yourself deep deep questions, and have a good idea who you are and what you do, it’s time to find your perfect match, and to get as kepoh as possible about their lives. In Inbound terms, we call this defining your “Buyer’s Persona”. In this instalment of the Blur Marketer’s Guide to Inbound Marketing, we explore the 5 Ws and 1 H of Buyer Personas.
WHAT is a Buyer’s Persona?
Your Buyer’s Persona is basically a representation of who your most “ngam” customer is – age range, income level, location, interests, and more. You build a profile based on data from your current customers and from your market research.
WHY create a Buyer’s Persona?
Thinking about your most “ngam” customer as a real person helps you to humanize your target audience. You can then create content that is very helpful, attractive, and targeted to the people who fit into your Buyer’s Persona description.
WHEN do I create a Buyer’s Persona?
Right now. Even before you begin creating your content. That way, you can make sure your content is tailor-made specifically with that special someone in mind.
WHO should create the Buyer’s Persona?
This exercise should be a team effort in your company. Your sales team will have insights into which kind of people have the most potential to become customers. Your operations team will have insights into which kind of people are happiest with your product/service. Your marketing team will have market data that can suggest potential audiences that haven’t been explored yet (and more).
WHICH data is relevant to creating a Buyer’s Persona?
ALL OF IT. Ok la don’t panic. It’s a good idea to be as detailed as possible, but don’t drown in the data. Here are the main categories that make up a Buyer’s Persona:
- Biodata (name, age range, gender, location, education level, etc)
- Job Outline (job title, responsibilities, KPIs)
- Behaviours (information sources, tools used, interests, preferred method of communication)
- Pains/Challenges (what are their biggest frustrations, risks, and annoyances)
- Gains/Benefits (what solutions are they looking for, how will they benefit from your product, what experience do they hope to have?)
HOW do you create your Buyer’s Persona?
- Do your research. Get your team to look into data for your current customers, leads that did not turn into customers, potential customers in the market, and more.
- Narrow down your data into profiles that look alike. From these, choose 1-3 that have the most potential and make them your main focus.
- You will be tempted to broaden your categories to include a wider audience. Resist this temptation.
- Use Hubspot’s free Make My Persona tool to put all the information into one profile.
And you’re done! Don't worry if it's not perfect, your Buyer's Personas should be fine-tuned and revised frequently as your Inbound journey goes on. Stay tuned as we take the next step in our Inbound Marketing journey - developing a content strategy!