Defining a buyer persona
You may have heard about customer journeys and buyer personas, which are at the core of today's content strategies and inbound marketing. However, modeling the customer journey or figuring out personas is not always that easy - and if implemented incorrectly, it may take your marketing actions in the wrong direction.
Buyer personas are educated guesses about a company's ideal customers. In addition to demographics, the data includes psychographic characteristics, such as the customer's values, attitudes, and interests. Demographic information, such as age, gender, or place, is most often found in customer data. Properly utilized customer data reduces errors in the targeting of paid advertising and guides content production and decision-making ¬– even product and service design. With the right tools, your customer data can be enriched to enable better marketing decisions.
You can start outlining the buyer persona with, for example, the following questions:
- How old are our buyers?
- Where do our customers live?
- What communication channels do they prefer?
- What kind of work do they do?
- What is the educational background of our customers?
- What is their marital and family status?
- What are the main points of interest for our buyers?
In addition to these, never forget to answer the question:
What are our customers' problems and challenges for which we offer a solution?