If you’ve had any experience in the marketing world in the past few years, you’ve likely been familiar with the phrase “buyer persona.” Unfortunately, it’s often used casually, as it’s a given that everyone has one, and everyone is aware of what it is.
Buyer personas can help improve your inbound marketing strategies. They help streamline the sales process. They can also enhance customer and product support. This guide guides users through the buyer’s persona template and teaches how you can create your personas that you can use to maximize the effectiveness of your inbound marketing campaigns.
What is a buyer persona?
A buyer persona is a representation of your ideal client. It’s a semi-fictional representation of your ideal buyer built on market research and actual data on your current customers. It’s also known as the audience, marketing, or customer persona.
The characteristics you’ll use to create the buyer’s persona are geographical location, age, interest, and many other factors. The goal is to know the goals and issues of your customers. So, you’ll be able to identify their issues and offer solutions using your products and services.
Types of buyer personas in eCommerce
An online store owner must be aware of the various types of archetypes of behavior as well as the methods, messages, and messages you can employ to influence these. If you can tailor your store to meet these people’s needs, you’ll maximize your reach, generate more sales, and increase your customers’ engagement.
Here are seven personas you can apply to categorize your buyers:
Value Hunter
Value hunters are looking for items worth the money and hope to find the most affordable prices and discounts on your site to justify the purchase. Make them interested in your company by creating an appealing value proposition that highlights your product’s advantages and value. Increase sales by offering a special coupon, flash sale, or other promotions exclusive to your website. These offers create a feeling of urgency, which motivates those who are looking for value to purchase.
Researcher
Researchers like to research your products and their potential advantages. To draw the attention of these buyers, it is important to explain how your products fulfill the promises you make to your customers, respond to their questions, and demonstrate how your products add value to their lives. To aid in their decision-making, it is possible to use testimonials, reviews, or case studies (if appropriate) to increase confidence and provide social evidence. Social proof is an effective element that could influence customers to follow the example of those who write glowing reviews for your business.
Brand Devotee
The brand devotee is a faithful patron of your business. They are incredibly acquainted with your product, typically to the point that they’re frequent buyers and brand ambassadors. Be in touch with this consumer persona by keeping them involved with your company, and look at ways to earn your trust and their loyalty. Make sure to offer them an enjoyable user experience and consider offering benefits such as a rewards system to ensure they keep returning to your site.
Social Butterfly
Think that the social butterfly is a media influencer focused on providing value and sharing their expertise with their loved ones and relatives. Let them know how easy it is to influence their networks by recommending relevant products and providing simple tools to facilitate Social sharing and exploration.
Replenisher
The replenisher is a regular customer who enjoys your product and often goes to your website to purchase. You’ll need to provide an easy, personal order reordering experience to keep them coming back. You might consider introducing a membership service that offers the convenience and benefit of free delivery to increase sales. Treat the replenisher as an individual by making them feel like a VIP to increase their value over time to your business.
Mobile Shopper
Always on the move, The consumer has become at ease with purchasing items on the internet using their smartphones. This is why they want a smooth purchase process and a non-distracting way to buy. Alongside offering a mobile responsive experience, it is also possible to use local pickup options such as Click and Collect to provide them with ease and speedy gratification.
Gifter
The person giving the gift is a passionate buyer looking to buy products to share with relatives and friends. In your message, you’ll need to concentrate on the importance of your product and how it can be a gift that provides the recipient with recognition, benefits, and savings. It’s important to convey that your item is the ideal option for the recipient’s requirements. It should be easy for the recipient to buy by providing guidebooks for gifts, categories of product promotions, and gifting services.
Benefits of creating an individual buyer
Making an effort to develop an individual buyer profile can aid in expanding your reach in the marketplace and increasing brand loyalty. Here’s why:
- A buyer persona can help you identify your ideal customer. Understanding your potential customer’s preferences and habits, their preferred ways of shopping, and so on. It gives you a better idea of how you can better reach them.
- A buyer persona will help you reduce the cost of marketing. If you know your market, you can create and execute customized marketing programs that result in greater sales with no effort or expense.
- Buyer personas permit you to make use of segmented marketing. For example, you can create targeted, personalized marketing campaigns for every persona.
- A buyer persona will help your business to achieve cross-departmental coordination. This means that your marketing, sales, and development and customer service departments are all aware of your ideal client.
- Buyer personas can help you meet your ideal customers in the correct place at the appropriate moment. Knowing who your audience allows you to reach them through their preferred channels or on a social media platform.
- The personas of the buyer help your business stand out from other competitors. If your company is putting the needs of its customers first, they will take note of it. It will also make you a trusted brand.
- Buyer personas can help you identify the people you’re not in the market for. If you understand your potential customers well, it is possible to determine who you aren’t in the market for. Knowing this will save you from spending money marketing to the wrong audience.
How to create a buyer persona for ecommerce
Your buyer persona doesn’t have to be someone you’d like to meet with; they must be based on actual information and goals. This is how you can create an imaginary customer that’s the ideal fit for your brand’s real world.
1. Conduct thorough audience research
It’s time to get into the details. What are your current customers? Who are your target customers on social media? What are your competitors’ target audiences? To get a deeper look at these ideas, read our comprehensive guide to conducting research on your audience; however, at the same time.
Collect data about your audience from Social Media Analytics (especially Facebook Audience Insights) and your customer database, and your Google Analytics to focus on particulars like:
- Age
- Location
- Language
- Patterns and patterns of spending
- Interests
- Challenges
For B2B: the size of companies and the person who is responsible for purchasing decisions
It’s an excellent idea to be aware of your customers’ social media platforms. Discover where your audience uses the internet with tools such as Hootsuite Insights powered by Brandwatch and Keyhole. Co and Google Analytics.
You can also see which competitors are targeting using tools such as Buzzsumo and Hootsuite’s search stream.
For more specific strategies, read our entire article regarding the best ways to conduct competitor studies with social tools.
2. Determine the goals of the customer and identify areas of pain
Your audience’s goals could be professional or personal, depending on the services and products you offer. What is the motivation of your customers? What is their ultimate goal?
On the other side of these are their issues. What are the biggest issues or problems your customers aspire to find solutions to? What is holding them back from achieving their goals? What obstacles do they have to overcome to achieve their targets?
Your sales and the customer support department are excellent solutions to these questions. However, another important option is to engage in some Social Listening or an analysis of sentiment on social networks.
Setting up search streams to track the mentions of your brand, competitors, and products allows you to get a direct look at how people talk about your business on the internet. It is possible to discover why people like your products or which aspects of the customer experience aren’t working.
3. Understand how you can help
Once you’ve understood your customer’s challenges and goals, now is the time to think about ways to assist. But, again, it’s about thinking beyond the capabilities and looking at the real advantages that your products or services offered.
A feature is a thing your product does or is. The benefit is how the product you offer can make your customers’ lives more convenient or better.
Take note of your customers’ primary buying obstacles and where your readers are in their buying journey. Then, consider asking yourself: How can we aid them? Finally, capture the answer in a single sentence.
4. Create your buyer personas
Collect all your research and begin to look for common traits. Once you’ve put those traits together, you’ll create the foundation of your unique personas for your customers.
Create a buyer persona with an identity, a working title, a residence, and other characteristics that define your buyer. You want your character to look as if you’re someone real.
For example, let’s say you recognize a primary segment of customers as 31-year-old professional, successful city dwellers with no kids and a love for top eateries. Your customer persona could include “High-Achiever Haley.”
- He is 31 years old.
- He goes to dancing class 2 times a week.
- He lives in Spain and is the founder of his own Accounting firm.
- He owns a Ford.
- He and his partner go on two vacations a year and prefer to stay at Airbnb.
The gist is that it’s not just a list of traits. It’s a comprehensive and precise description of a possible client. It lets you consider your potential customer in a human way, not simply an assortment of information points. This may not be true for all buyers that you meet. However, they do help illustrate an archetype that is tangible.
You should aim for around the same amount of information that you would expect to find on a dating website (though be sure to include any pain points… which won’t necessarily work in Bumble).
Example of a buyer persona
Let’s look at some examples of complete customer personas to better understand what they look like.
B2B Buyer Persona Example
The picture below is a buyer persona that B2B buyers can use for an employee in HR. The persona provides a clear view of the customer’s challenges and how the company can best serve their requirements. In this instance, HR recruiting tools streamline processes, facilitate recruiting and aid HR in efficiently managing their tasks.
B2C Buyer Persona Example
This image is a B2C buyer’s persona for a streaming music service.
Based on this character, streaming services would like to make sure it has a mobile application that is easy to use, sends out the latest music updates, and makes it easy for users to find new music that matches their interests. They can also share music with friends.
Buyer persona templates for businesses
Ideal user persona guide template
This buyer persona profile is ideal if you want a grid-like template that appears simple and elegant while still looking professional.
The persona of the buyer is the student looking for the ideal place to relax and read while enjoying coffee. A small-sized business owner can design their marketing strategies to address these customer issues.
You can modify your fonts and alignment and the layout of this buyer’s persona template and also modify the predefined categories for your business.
It is possible to still add the reasons, frustrations, and desires of the ideal client but alter the last paragraph to reflect your product or services.
Colorful persona guide report template
Executives don’t have the time to peruse huge reports. A short and elegant report that focuses on the essentials is what they’re seeking.
This template is for you if you’re looking for a chic and easy buyer’s persona. It makes use of color to convey crucial information. It is a design that can be easily read with one glance.
Make the different sections adaptable to your own products or services. Modifying the colors of the template is a matter of seconds. Select the color wheel available in the Venngage editor menu to match your style.
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