Building Buyer Personas

Well hello, and welcome to Episode 14 of Aftershock Weekly. Today we’re going to talk about thinking as if you were your own customer, and Buyer Personas.

So, let’s start with that. Have you ever sat back and thought, “You know, I wonder if I was a customer of my own business, how would the process go? How would I look at things like customer service?” Or processing, or getting back to me in a speedy manner, delivering the product or good, etc. If you think about it from those standpoints, of everything from either walking through the front door or walking through their Internet door—going to the website—and how that experience is from a customer standpoint, a lot of times it will give you important insight on things you might be able to adjust, things you’re doing well, things you’re not doing well, and then you can start looking to put together what’s called Buyer Personas. And Buyer Personas are a fictitious representation of a customer of yours. The easiest way to do this is to start looking at current customers you have now and interview them. See what kind of commonalities there are. But here’s a couple of key ways, very simply, that you can create a Buyer Persona yourself. You can ask, “Where do my customers live? What do they like to do? Is it a male or a female? Are they married? Do they have kids? Where do they work?” All these could be summed up, and let’s say that we had a meals-to-go business, and we were trying to sell people that were busy, that had a little extra money that wanted to be able to purchase their meals without having to cook it, but to have that gourmet type of experience.

Let’s say it’s Mary in Chandler, who works for Intel, and she’s an engineer, plays volleyball in her spare time, doesn’t have kids, but likes that food on the go, doesn’t like fast food. That would be a great Buyer Persona if you were selling that and trying to identify how to market to them through Facebook or what type of display advertising you could do to target that particular Buyer Persona.

Or maybe it’s Tom, who’s in his mid-forties, who makes $100,000 a year, self-employed, married with two kids that are in high school. Well, now you’ve identified someone that is completely different than Mary, but is also a customer and a fit. So what that does is it allows you to look at your marketing plan and how you are getting in touch with these people and approach it from a completely different viewpoint. They’re both your customers, but both need to be talked to a little bit differently.

You’ll notice that every time you see a McDonald’s commercial, they are not targeting you the same exact way. You’ve seen over the last twenty years everything from Michael Jordon and Larry Bird shooting a basketball to kids on a playground, to people in the restaurant enjoying themselves as families—they hit it on all angles. Well they do that for a reason because they know that you might be different than me and how you want to be advertised to. So keep that in mind when you’re putting together your Buyer Personas. Typically you want to come up with two to three really good Buyer Personas that you can start creating your marketing and your messaging around.

So, I hope that helps. If you have any questions on that, we’d love to sit down with you in a consultation and help you put together your Buyer Personas to make sure that your marketing is crisp and to the point to your audience. So with that, thanks for tuning in, and we’ll leave you with a quote.