If you’ve followed our blog for a while then you know we’re big advocates of identifying and truly understanding your ideal customer. Not only do you need to understand your buyer personas, these personas should also be the framework for every marketing campaign undertake and every blog post that you write.
Because these personas are so important, in this blog post we are going to guide you through 6 simple steps of correctly building a buyer persona.
Not quite sure what we’re referring to when we say, “buyer personas?” Read this post.
1. Review Your Data
Your analytic or marketing software pulls in all sorts of information about your current customer base. The important information to look at here is the geographic area, age, and language. Any additional information you’ve collected from forms or reports such as job title can help you determine who these individuals are.
2. Talk to Your Customers
Though data is extremely important when building your buyer personas, keep in mind that actually talking to customers, hearing their pain points, and figuring out how your product fits into their lives surpasses any sort of data you collect. You can do this through surveys, focus groups, or interviews.
After you review your data and talk to your customers, you can identify their needs, life situations, and needs. Throughout this process, you may find it helpful to ask yourself these questions:
- What does my ideal customer need?
- What is my ideal customer looking for?
- What are their pain points?
- How can I help them?
4. Build Your Buyer Persona Profiles
After you’ve examined your customers’ needs, it’s time to develop profiles taking into consideration all of the information above.
Here’s a general idea of what information we like to include in our buyer personas:
- Job Title
- Education Level
- Relationship Status
- Buying Motivation
- Pain Points
5. Roll with it!
Once you’ve created your profiles, it’s time to roll with it! These personas will help you figure out what kind of content you need to create in addition to determining the style, tone, and delivery methods for your content. Remember that your personas will change over time. As you learn more about your customers, don’t forget to go back and reevaluate your buyer personas!