Important Questions To Ask Customers When Creating Buyer Personas

Contributed content / By Jenny Harrison / 1 March 2019

Buyer personas are a cutting-edge tool in the digital marketing space and represent an array of categories that represent your ideal target customer base. To maximize the utility of these versatile assets, leverage trending techniques and proven approaches from the current market.

Generating a buzz in the digital marketing space demands an up-to-the-minute strategy tailored to your target audience. The evolution from general to customized campaigns has been one of the biggest paradigm shifts in the online world.  Widespread access to information, use of technology on a massive scale, and change driven by millennial values are all factors to consider. An influential inbound marketing methodology should focus heavily on the buyer’s journey. 

Even as an online entity, your business should speak in the same tone as your consumers and focus on addressing their problems. Buyer personas, fictional representations of your target audience, can be a vital tool to help you accurately position your digital content.

Before starting this process, take the time to establish a clear idea of every aspect of your potential customer. Effective personas go far beyond demographic information. They document aspects of our ideal consumer, such as their hobbies, interests, fears, and hopes. 

Carefully thought-out and well-researched user personas can empower you to perform a wide range of activities more effectively, from creating content to developing new products and services. These assets help you understand exactly what your audience wants to hear and how they want to spend their money. 

Consumer personas are a crucial component of successful inbound marketing, particularly for the marketing and sales department. They show marketing teams the right people to pitch the concept of their company's brand and help sales teams know who they’re selling to. 

Traditionally, only established companies with unlimited budgets could create in-depth tools such as user personas, but the market has changed by a substantial margin. Using information accessible online, marketing professionals can now create a direct relationship with their audience by formulating an array of personas. 

Important Questions to Ask

Since the persona-creation process can be time-consuming, answering the following questions will speed up the process of coming up with your own. 

Who Is the Target Audience?

The most important question for any brand is precisely who its intended market includes. Before you start defining user personas, take a minute to assess your current customers and formulate a thorough marketing strategy. Normally, you’ll identify several distinctions between types of consumers you can then categorize into different personas. Having a variety of defined identities benefits your organization by diversifying your brand’s portfolio. 

Online boutique and clothing store Sophie & Trey offers a good example.

Sophie and Trey

                                                  

Having a clearly defined target audience, namely women in the U.S., has helped customers bond with its brand. Thanks to the clarity of its vision, Sophie & Trey has enjoyed great success recently.

It’s important to know who your target audience is.

How Should You Conduct Research Regarding a Persona?

Now you’ve identified your main buyer persona, you can start gathering valuable insight to define each separate version further.

This step often takes a lot of time and money, but asking a multitude of questions will make a difference to flesh out each persona.

Once complete, your research will help you discover key information about your customers’ demographics, personal life, career, browsing habits, and financial status. 

There are numerous ways to conduct this research. Traditional market research campaigns are the best option if you don’t have financial constraints. A more affordable method can be the extensive use of questionnaires sent to potential customers via email or social media channels. 

Ideally, your sales personnel and customer care team will discover interesting insights about the norms and values on the market. These teammates are a reliable source of this information as they interact with customers on almost a daily basis. 

For example, Amazon sends out marketing emails with product recommendations based entirely on a customer’s purchasing behavior.

Amazon

                                                

Approaches of this kind show customers that a company remembers and values them. Bridging the gap between the buyer and seller creates customer loyalty. 

What Is the Right Level of Customization for Each Persona?

The best feature of a well-defined buyer persona is the liberty to create personalized experiences for your clientele. Customization is extremely vital, as it can massively impact buying decisions. 

According to a report from Accenture, 75% of consumers are highly likely to buy from retailers that greet and recognize them by their name. Knowing their previous purchase history helps provide purchase recommendations accordingly. 

Personalized customer experiences can be created efficiently by tailoring messages and content to specific audience demographics. One example that’s trending is to set up a different landing page for each persona and address the copy to a particular customer’s needs and likes. 

The creation of personalized landing pages helps in the formation of a user experience that can’t be matched by the best target audience profile. Landing pages can be customized on almost any basis, including by:

  • Customer name
  • Company name
  • Customer address
  • Company size
  • Devices
  • Ad copy
  • History

Google values advertisements, which directly impact ad rank, CPC, average score and position, and quality score. A company’s ultimate advertising goal should be boosting sales and conversions to generate better profits. 

Relevant consumer data makes landing pages even more fruitful, as it helps in gaining the valuable insight and patterns of the customer’s mind. This wealth of information is a great source of opening for marketers to make further inroads in the decision-making process for clients.

What Skill Set Do Customers Lack?

This common question can best be answered by the customer support section of the firm.

They are the ones who receive irate calls and emails when people don’t have the skills they need. They can really help in identifying the loopholes within the firm and facilitate them in prospering. 

The Bottom Line

Buyer personas can give a critical boost to the overall health and wellbeing of your brand. 

Each layer of marketing is heavily dependent on having a descriptive picture of your target audience. The best way to understand the dynamics of your audience is through a diverse set of professionally built personas.

Ask yourself and your sales team the important questions about your target audience as you begin the development process. 

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