Let’s face it: a successful marketplace starts with a deep understanding of your customer. Take some time to think about it, before you define your marketing and sales strategy: how could you hit the right target if you do not know who you are targeting?
What is a buyer persona?
A buyer persona is a semi-fictional representation of your ideal customer. It is not only a simple description of your buyer: when defining buyer personas, you need to put yourself into their shoes to identify behaviours, concerns, attitudes and needs.
The first time it might feel a bit overwhelming, but it will save you a lot of time because it will be your point of reference for all your activities, from marketing to product development.
Knowing your buyer means that you will be able to attract more visitors to your marketplace, get better leads and increase the chances of converting them into paying customers.
3 good reasons to create a buyer persona
According to a very interesting article published on Forbes, there are at least 3 main reasons why you need to create a buyer persona for your business:
- It conveys a stronger message. When you know who you are targeting, your message will be focused, effective and tailor-made.
- It minimizes advertising waste. Knowing your ideal customer will allow you to create targeted advertising, so you will not waste your money reaching people you are not interested into.
- It helps you discover objections. If you know in advance your buyers’ objections, you can address them in your marketing activities.
5 tips for creating your buyer persona
Creating buyer personas is definitely an investment that pays off.
- Define the personal and professional background: starts from demographic information (name, gender, education, family status etc.), but do not forget to add hobbies, education and career path. Also, try to imagine where he/she works, his/her role and seniority level. Adding a photo could help to visualize the customer.
- Define goals, challenges and concerns. Try to understand your persona’s goals and biggest challenges. What concerns does he/she have? How could you help your buyer to overcome challenges and reach goals?
- Figure out sources of information and environment. Figure out how your persona gathers information: blogs, publications, social networks, etc. What is your persona’s social and technological environment? Do they use smartphones or computers to access your website?
- Understand buying behaviour. Understand how they interact with vendors, if they are loyal customers and describe a recent purchase. At this time, you might want to understand the objections your persona will have and be prepared.
- Avoid stereotypes. Try to avoid stereotypes: do some research and survey your customers. Your persona should be as real as possible.
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