The process of creating your buyer personas begins with research and a focus on gathering as much information as you can about who your potential customers are and how you can best serve them. Ultimately when it comes to creating buyer personas, the more detailed you are, the better the persona will be. Though this process may seem overwhelming at first, it essentially consists of 4 simple steps:
- Review Customer Data
- Talk to Your Customers
- Identify Your Customer’s Needs
- Build Your Buyer Personas
Let’s break these steps down a little further:
1. Review Customer 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 your customers 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.
3. Identify Your Customer’s Needs
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 the following 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
Once you’ve created your buyer personas, 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. It’s important to remember that your personas will change over time. As you learn more about your customers, don’t forget to go back, reevaluate, and adjust your buyer personas as needed.