5 Building Blocks of Your Perfect Buyer Persona
If you’ve been around us for any length of time, I’m certain that any good marketing is focused on the customer.
The more you understand about your most valuable customer, the more effectively you will be able to communicate with them, and the quicker you’ll be able to guide customers through the funnel.
The most effective method to determine your ideal customer is to start by creating what is known as an individual buyer or avatar of the client.
Your Perfect Buyer Persona represents the actual representation of your ideal customer.
The Perfect Buyer
Every customer is unique and may look different based on who is the one creating it however there are some fundamental commonalities between them.
Your ideal buyer persona will include the following five elements.
1. Demographic Information
Demographic information is likely to be the most accessible because it’s all over the place. Because it’s simple to access do not underestimate its power. The way your “talk” with a baby boomer is likely to be vastly different than the way your “talk” to a younger generation.
Demographic data can include things like age and sex, marital status as well as where they live, and if they have kids.
2. Goals and Values
With Values and Goals, what we’re really trying to discover is what’s most important to their lives? What are they looking for from life?
Some questions you might ask here include:
What is important to them in their personal/professional life?
What does success mean for them?
What kinds of causes do they advocate for?
3. Problems and Frustrations
This is a fascinating category since a lot of the time users’ issues or concerns may not directly relate to the service or product that we’re providing but it’s still great data to keep.
Even if our product or service isn’t directly connected to it, we could still utilize the information we’ve gathered in our campaign to provide an example or analogy to get the reaction we’re hoping for.
4. Sources of Information
Information sources will provide two distinct pieces of information.
It gives us more details about their preferences and dislikes that we might be able to incorporate into our marketing campaign, but most importantly, it informs us what they like and dislike.
Where to hang out to find people like you.
For example: If I can tell that my ideal buyer is one of the business owners who loves reading the local Business Journal – the chances are that the other Business Journal readers would also be an ideal client for me. Therefore… when my funnel is finished and I’m ready to increase the targeted visitors towards it. The best starting point would be to advertise in my area’s Business Journal.
If I could have known that my ideal client is a worker in the construction industry who listens to Sports Talk Radio all day I’d most likely communicate my message in this medium.
Does it make sense?
5. Beliefs and objections
Not last is Beliefs and Objections. Here we determine what your ideal customer thinks about your business or your market.
Here’s a great example of this: I’d suggest that at the very least 75% of those who reach us on Black Dog Marketing have had an unpleasant experience with a web developer in the past.
Lack of communication, bad skills, or a lot of times, not doing what they’re required to perform.
Since I am aware of this… I could talk about why we don’t make this mistake in my marketing messages.
In essence, I’m able to address the concerns my client has in their head prior to them asking the question. If I am able to handle their concerns early in the conversation, there’s nothing that will hinder them from getting my message across.
We may not have all the answers and that’s okay, however, as marketers (and when you’re a small-sized business owner, you’re marketing) our objective is to discover the most we can.
Here’s an example we received from Shopifynation.
The statement “Ever since the time I was an infant, I’ve always had a cat or dog at home, and I’m sure I’d ever been able to survive without my beloved pet. Since becoming more conscious of the harmful ingredients in pet food I’ve begun to shop more cautiously for other pet items and am also learning how I can ensure my home is safe to my dog.”
Keywords to be used: Pet Friendly, organic Natural, antimicrobial-free.
Mannerisms: I’m optimistic I enjoy living my life and be motivated. I am a lover of animals and have respect for animals.
My question for you…
Do you think that if I were aware of this information about my market that it would affect the way I communicate with them?
The images that I am using?
The words that I employ?
You better believe it! If you don’t have at the very least one buyer persona for your company… take the initiative right now.
In the event that you have an existing one… it would be an ideal time to take it down clean it up and make it up-to-date.