The Importance of Establishing a Buyer Persona
Say you want to buy a new puppy. What is the best way to go about preparing for that purchase?
You could go to your nearest pet store and fork out upwards of $1,000 on one of the puppies they have available. While you’re there you may purchase a big bag of dog food they’re selling for a special discounted rate, or just feed them whatever you have sitting in the fridge back at your apartment. Yes, you’ll have a new pup, but is this the best plan? Probably not.
A better strategy would be to find a dog whose temperament is a better fit for your lifestyle and check out rescue centers with more affordable options. Since you’re living in an apartment a Siberian mastiff probably isn’t the best match for you, but maybe a small pug is. Like babies, puppies need special food. You can’t just feed them any type of dog food, and people food is definitely not an option. You have to do your research.
This principle is the same in marketing. Researching and strategizing based on the needs and desires of the customer is key in making a sale. This marketing process is called determining your buyer persona.
This process requires you to get to know your target audience. This can be done by asking yourself these key questions (from the perspective of your buyers):
- What are your personal demographics? This may include occupation, income, gender, education, and where you live.
- What are your pain points?
- What are your values? These can be personal values like family and religion, as wells as goals.
- What are your research habits? Which social media platforms do you frequent and how do you engage with them?
- What are your priorities? These are any needs that are most important to you.
- What are your psychographic characteristics? This includes anything from lifestyle, attitudes, values, beliefs, personality, and buying motives.
These questions will help layout the blueprint for better understanding and communicating with your target consumers. Once you create your buyer persona you will be able to make informed decisions on where to focus your time, and product development. This will lead to attracting the most valuable leads and customers!
I do my best not to have buyer’s remorse on any purchase. I don’t go through all of those items you have but I do my best to think about why or how I need something first. And for me, sometimes that means thinking about it for a while before purchasing. Your points are good things to definitely include before purchasing anything.
Thanks Shalana!
These are great tips. I try really hard not to make purchases that I am going to regret later.
Same here Robin!
This definitely makes a lot of sense. I mean, knowing who your customers are would determine what type of approach you need to do. That’s really awesome.
Thanks Mai!
Wow, this is great info. Seems like it should be obvious but it’s not.
Yes, you are right!
These are really good things to consider when running a business. Sometimes you can forget to put yourself in the shoes of the consumer.
So true Liz! It’s nice to have a reminder once in a while.
Some interesting and important pointers you are sharing here. This buyer persona is all new for me 😀
Glad I could help Maureen!
I have some friends who are small business owners and their mantra is “a little profit but big on customer satisfaction.” Thanks for this informative post. I will pass this on to my friends.
I love that mantra Eileen!
Wonderful tips – It is so important to establish a buying persona, but it isn’t always easy. This is very helpful.
Yes, it can be tricky. 🙂
wow great lists of things to be asking to myself and how to do this kind of thing!
Glad this helps Mary Jane!
what an eye opener…thanks for sharing these tips!
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This is a great advice, this is really helpful, thank you for sharing.
Welcome Nicole!
This is so important and something I really never thought twice about! I love this!