Without clearly defined buyer personas, your positioning and messaging will likely miss the mark. Don’t waste your time and money. Start with thorough persona research and a clear strategy, otherwise you’re likely in trouble.
What is A Buyer Persona?
A buyer persona is a semi-fictional representation of the ideal people you want to influence to do business with your company. Based on a combination of research and real data on your existing, lost or prospective customers, they reveal actionable insights about the buyer’s decision-making process. Personas should include unique attitudes, problems, and criteria that drive buyers to choose you, your competitor or remain with the status quo.
With these documented insights, you have a much better understanding of how they go about their research, explore options and make decisions. In turn, this knowledge helps your marketing and sales be more efficient and on target. Buyer personas help you develop, improve and deliver the right messaging to align with the ideal customer’s needs, concerns, and expectations.
The Buyer Persona Process
Interviews are used to gain insights into the buyer’s attitudes, priorities, triggers, barriers, and a process for navigating the decision. Included is what factors trigger action, where they go to perform research, and the process they use to find solutions and make decisions.
Step 1 – We perform initial interviews with your employees who are most familiar with the customer and their concerns. Included are surveys of key stakeholders, typically including leadership, sales, marketing and other areas that have regular customer contact (i.e. support, service, etc.). These interviews and surveys help lay the foundation to understand your companies positioning and strategy.
Step 2 – We schedule interviews with target companies who have recently navigated the buying process. These discussions usually include customers and non-customers to ensure we have a fresh perspective of the market and competitive choices. Including contacts that chose not to purchase your product or service helps provide a full snapshot of the decision process and options.
Step 3 – Our team takes the interview data which is reviewed and consolidated into a buyer persona report. This process also helps identify any questions or inconsistencies that need clarification. Once complete, the persona acts as our compass for developing the content strategy and enhances our ability to create a consistent message across all channels of communication.
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