Know Your Customer, Buyer Persona Guide

Buyers form the backbone of your business. Their engagement with your brand can skyrocket or crash your sales. Still, many marketers waste their time and efforts on shaping the products they are selling. They forget to care for their customers who are finally going to buy those products.

Your products may be the best in the world. But if you have not yet identified the right customers, then your sales will not be even close to average. Digital marketing will also not hit the right target. Despite spending so much in enhancing the product features, your conversion rates would be lower.

So, the most important thing in business is to identify and clearly understand your customers aka avatars. You need to find out the people who want the solutions under your niche. Along with that, you have to collect some more personal information about them. It will help you to create a tailor-made sales campaigns and paid ads that will be highly successful.

Before moving further, let us discuss why knowing the customers is so important!

The promotion of a brand is done by producing content and channeling it through digital marketing. By knowing your avatars, you can easily reach them and present them with your content. Let us have a look at the various ways a buyer persona can help you –

• Product creation– After deciding your niche and planning a product design, you can further mold it to suit the needs of your customers. Having a flexible business model can make your business a successful one.
• Content marketing– When you have in-depth knowledge about the challenges of your avatars, you can generate more valuable content. Be it blogs, tutorials, handbooks, or podcasts you will be delivering fresh and unique content regularly. The targetted avatars will search for similar content and enter your website. Ultimately, you will gain the desired traffic.
• Sponsored ads- Paid ads are popular on many platforms we come across. But you want these ads to be viewed by only a selected group of customers. If the ads don’t reach the right audience, all investments will be wasted. So, you need to locate the social media platform mostly visited by your avatars.
• Writing product copies- Knowing the taste and touchpoint of your audience helps you to build compelling product copies. You can easily choose the phrases with high buyer intent.
• Email Marketing – This is the domain where customer identification is most important. Sending personalized emails to people has been found very effective. Classifying different buyer personalities helps you to segment the customers. You can easily send emails to a group of similar buyers simultaneously.

It is highly recommended to create a buyers persona so that you can segregate a huge audience in various subgroups. But how to do this seemingly complex task?

Let us see…

Buyer persona should contain information on a range of aspects about your avatars like –

• Demographics
• Expectations and values
• Pain point
• Their source of information
• Their complaints and roles in the sales process

Getting this information will require direct interaction with your real customers. You may have to visit them to understand their daily routine and problems. Some businessmen are already accustomed to what their avatars look like. Because that is what inspired them to start the business.

You can freely make some assumptions if it is not possible to get minute details. When you start the journey with experimentation, you learn many things on the way. Now let us see what each aspect indicates.

• Demographics

The basic information about your customer that helps you in product designing and as targeting. This section should contain data like age group, gender, location, marital status, no. of children, qualification, profession, annual income, etc. This forms an overall picture of the customer in your mind. So, you can generate effective plans to convince them.

• Expectations and values

It is necessary that you capture the specific goals and values of your avatars. Then you have to analyse how your product and services meets their demands. Let us suppose you are a brand providing “content writing service”. And your customer has the aim to climb up the SEO ranking through great content. You can use this statement in your campaigns and blogs to attract the avatars. Just include a title saying “We produce quality content that improves your SEO rankings.” And then see the magic!

• Pain points- Most of the viral content we see on the internet, target the pain points of the customers. They focus on what the avatars are lacking in their life. The content stresses that by not having a product you will lag behind others. So that customers are tempted to purchase the product. Here in our “content writing service” the main problem of the avatars is that they don’t have unique and impressive blogs on their website. And what will happen if they lag behind their competitors in digital marketing?

Here is the best solution. We can tell in our campaigns that by buying our service their website will be filled with rich content. The SEO rankings will improve and brand engagement will boost.

• Source of information

It simply means where your customers go to find the solutions to their troubles. It can be Google, Magazines, Books, tv ads or conference. You have an extra advantage if your avatars prefer Google as their chief source of information. This allows you to make investments in blogs, paid ads and other social media campaigns. But if your avatars are not much into blogs and websites, it is better to go for advertising in other media. You can also collaborate with the favourite star of your avatars to promote your brand.

• Their complaints and roles in the sales process

This is the final information you need to collect regarding your avatar. Here you address the issue that can prevent the customer from purchasing your product. After you spot the exact problem, frame it in another way to influence your audience. Make them believe that the product has better outcomes than drawbacks.

In this article, we explained you the significance of understanding your avatars from the core. We also provided you steps to proceed with building a wholesome buyer persona. Now as you got a solid idea about creating avatars, go start your work. Never stop after creating a single avatar. Try to broaden your horizon and identify unique customers which you may be missing. This activity will be greatly helpful to flourish your business.