Creating a buyer persona may be the best way to get to know your customer on a deeper level. Have you ever spent days or weeks trying to convert leads in your Customer Relationship Management (CRM) strategy? Consider that the leads in your client pool may not be a perfect match to the products or services that you offer. Finding the correct customer for your product or service is the means to successfully transform those leads into clients, and at the same time effectively serve and meet your customer needs.
What is a Buyer Persona?
A Buyer Persona is a fictional representation of your business’s target customer created to guide your teams into crafting specific CX strategies that are fit and appropriate to their needs. Understanding your customers’ goals, priorities, and objections will help you better recognize your customers, give insight on how to keep them loyal and gain more brand ambassadors just like them.
Creating Buyer Personas
To create a buyer persona for your brand, there are typically three types of information you must consider: demographic, psychographic, and technographic drivers. We will discuss each field below and we will also present with a sample template of what your buyer persona could look like.
Demography is the study of
demographics, the basic social characteristics, and statistics of a human population. Demographics in buyer personas provide a general subset of your audience and base factors that generally drive the way they behave. Try to fill up the following data about your intended customer using the following. Age (32-years-old, 45-years-old, etc.) Gender (male, female, transgender, gender-neutral, non-binary, pangender, genderqueer, etc.) Geography (region, country, state, city, etc.) Civil status (single, married, married with kids, etc.) Occupation (Engineer, manager, actor, etc.) Socio-economic status (Class A, B, C, AB, BC, etc.) Educational Attainment (Undergraduate, Bachelor’s Degree, Master’s, Ph.D., etc.) Psychographics
Psychographics refers to the study of consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices. It is the deeper psychological motivation or obstacle gathered from patterns in behaviors, interests, and attitudes. In a buyer persona, psychographics allow us to further understand how and why our customers make certain decisions, including how and when they prefer to communicate with brands. Some psychographic divers include:
Interests and hobbies (playing video games, shopping, travelling, etc.) Purchase behavior (prefers quality over quantity, bulk buyer, loves bargains, etc.) Goals and motivations (keep up with latest trends, build connections and meeting new people, slow to try new things, etc.) Values (family oriented, nationalistic, advocate of equal rights, etc.) Technographics
Technographics is a portmanteau of the words “technology” and “demographics.” This refers to a customer’s digital behavior from the devices being used up to his or her behavior in the digital space. In digital marketing, technographic data is important in determining which digital media is best for reaching your intended customer. Based on customer data that you have collected, try completing the following fields:
Devices Used (iPhone 13 Pro Max, Dell Laptop, Samsung Galaxy Tab A7, PC, etc.) Digital Content Consumed (videos, GIFs, static artwork, photos, etc.) Social Media (LinkedIn, Facebook, Instagram, etc.) Ecommerce (Amazon, Alibaba, eBay, etc.) Search Behavior (Google, DuckDuckGo, Bing, etc.) Social Media Behavior (views quick videos while on the bus, watches long videos before going to bed, etc.) Sample Buyer
Based on the fields above, let us try to create a sample buyer and see if we can establish which marketing message best suits him.
From this sample buyer persona, we now know that one of the best ways for brands to reach Edward is through social media platforms. The best content to attract him will have something to do with nature and the outdoors. Since he also prefers shopping online, products should be readily available on Amazon, or if your product is food-related, should be available via delivery through DoorDash. Your ads should be easy to see on both mobile devices and PC screens.
Try different variations of the above, or create yourself the perfect target buyer. Now that you have created your business’ buyer persona, you can now map his or her customer journey that can convert these personas into customers. By doing so, you will be able to adjust and adapt your CX strategies to properly aim for and hit the customers you need. There are five stages of the customer journey that you should be aware of:
awareness, consideration, purchase, service, and loyalty. We will discuss your customer’s journey in a future article.
In the meantime, allow VXI to help you with your CRM needs. With two decades of continuous innovation of our tools and technical capabilities, VXI can help you engage, delight, and retain your customers. Let VXI deliver to you the customer experience agility that you need.