If you are familiar with modern-day marketing, you probably have come across the term “customer persona.” Marketing people talk about customer persona all the time. While you have heard about customer persona so many times, it is possible that you still do not understand the concept of it.
So, if you are reading this blog after the search “what is customer persona and why it is important?” and looking for the answers, you have arrived at your destination.
In this blog, we will cover:
- What is a customer persona?
- Why is it essential for companies?
- How can you create it for your business?
First things first, let us get done with the definition. Stick through and read on!
What is Buyer or Customer Persona?
Customer persona depicts your potential customer that is interested in buying your product or service. It involves conducting thorough market research on target customers and gathering their vital data. It is often called marketing or buyer persona. Through customer personas, a business can get insight into:
- Who is their target audience?
- What challenges do their customers face in their lives?
- What are the days of their target customers like?
- How do their customers make decisions?
Having multiple customer personas is a pretty common thing these days. For instance, if your potential customer relies on others like friends and family for making his/her buying decision, every other person involved in that decision-making process is a separate persona.
Further, the evaluation criteria for your product or service may differ among prospects. So in order to meet the diverse needs of customers, you will need to have different strategies.
With the help of customer personas, you can get insight into the essential factors that determine customer buying behaviors.
So if you have understood what customer persona is, it is now time to know why it is essential?
Why is Customer Persona Important?
Customer personas are essential for companies to understand the changing needs of customers. With the help of a customer persona, it becomes convenient for firms to serve their customers in the best way possible. Not only it helps firms to understand the diverse needs of customers. But it also aids in increasing sales, which is the ultimate goal of any company.
While purchasing products or services, people tend to go for the brands or companies they know and have trust in. Therefore, what companies strive to build is the utmost trust among the target audience. And a great way to do that is to show genuine concern for your target audience. Customer persona helps you gain that trust by providing you the vital customer data.
The way you present yourself as a business entity matters a lot when it comes to gaining customers’ trust. For starters, begin with addressing the needs or pain points of the customers. In this way, you can not only gain their attention. But it will become easier for you to persuade them to buy your product or service.
Now that we know what customer persona is and why it is essential, why not understand how to create it? Keep on reading!
How Can You Create Customer Persona for Your Business?
Quick Tip: While developing a customer persona, keep in mind that it must be relevant to your brand.
Nevertheless, below are some ways through which you can create a customer persona for your business.
Conduct thorough audience research
The customer persona that you will create must be based on some real-world data, not mere assumptions. Therefore, you need to gather important information related to your target market, which includes insight into:
- What is their average age?
- Their gender
- What is the language they speak?
- What are their habits?
- Their geographical location
- What are their life challenges?
- What are their buying behaviors?
For gathering this type of customer data, you can use:
- Your own user database
- On-page surveys
- Google Analytics
- Social media Analytics
Moreover, it is also vital to reach customers by means of the right social media channels. So the tools like google analytics can help you with that also.
Identify the pain points of your target audience
Understanding your customers’ problems and the hurdles they face will enable you to comprehend the situation consumers are dealing with. If you fail to understand their problems, there is no way that you can help them with your products or services. Once you have insight into their problems, only then you can provide them the solution.
A great way to identify customer’s pain points is to consult with your customer support team and see what kind of questions they receive. In this way, you will be able to identify their challenges and problems, which will help you create a customer persona. If your customers know that you are well aware of their problems, they are more likely to trust you for the solutions.
Further, if you want to get a real-time look into what netizens are talking about your brand online, you can set up search streams. These streams will help you, monitor:
- How many people have mentioned your brand?
- How is your product performing online?
- What are your competitors up to?
Know what the goals of your customers are?
Unlike pain points, goals or objectives are the things that your target customers want to achieve.
Based on the type of service or product you sell, the objectives of your target audience might be professional or personal. Identifying these goals is essential because it enables you to provide the appropriate solution to the customers and make them happy.
However, to identify what the goals of your target audience are, you should indulge in social listening. Another great way to get insight into your customer goals is to consult with your sales team. Your sales team members are the ones who come in close contact with potential buyers. So having their opinion also by your side can help you identify the goals of your customers easily.
Understand how you can help them
At this stage, when you have familiarized yourself with the problems and goals of your target customers, it is now time to provide them the solution they are looking for through your services or products. In this stage, you need to analyze the benefits that you can offer to the customers.
Consider asking these questions from yourself:
- How can you help consumers?
- How can you help your target audience to overcome their buying barriers?
- At which stage are your customers in their buying journey?
Lastly, after going through each of these steps, combine all of your research and look for the common characteristics. As you combine and incorporate these attributes together, you will have your own customer persona ready.
The ultimate goal of any company is to generate sales. And this can only be achieved if you have solid and profound knowledge regarding your customer base. Customer persona helps you gain that knowledge!
A buyer persona can not only guide your marketing strategy. But it also helps in determining which social media channel to utilize. Therefore, its importance can not be understated.
We hope that we have served your purpose efficiently. If you are interested in reading more content, so check out this blog also: