Imagine going on a blind date for the first time. What are you going to talk about? What if this person is only interested in things you know nothing about? Or worse... What if they chew with their mouth open? Trying to create a marketing plan without defining your Buyer Personas is like a blind date, but instead of paying for one meal you are putting your entire marketing budget on the line.
We’ve created a quick guide to help you better understand who you are marketing to and the message you should share with them. Download our free buyer persona template and follow along with this blog article to complete your template.
Your business is not limited to one Buyer Persona. If you have multiple personas, make a copy of the template and complete one for each additional persona.
How to build a Buyer Persona for your marketing plan
- Online Activity
- Spending Habits
- Daily Life
- Possible Objections
- Stage of the Buyers Journey
The background of your buyer consists of their basics information like name, age, location, education level, and marital status. The goal here is to put a face to your marketing persona.
If you currently have Google Analytics installed on your website. Check to see which demographics create the highest volume of traffic. Once again, your business may require more than one persona. If you see more than one demographic group creating a large amount of traffic create a separate buyer persona for each.
Knowing your persona’s income level and their spending habits can shape the tone used in your marketing efforts.
A great way to learn more about this section is by communicating with your existing clients that fit in this buyer persona.
Completing the online activity section will help you see where your online marketing efforts will be most effective. Understanding what the persona engages with while on social media will also help you understand their interests. What are the primary social media platforms your buyer persona uses? What specific groups or pages are they involved with? How do they use social media, are they simply viewing or are they actively posting online?
To get a better understanding of your persona’s social media engagement, use Facebook’s Audience Insight Tool.
Understanding your persona’s spending habits will influence how you frame offers for your products and services. Are they someone who makes decisions based on price? Do they buy impulsively? Does price come second to their desired results?
Completing the Daily Life Section will help you better understand what an average day looks like for your persona from waking up to going to sleep. Knowing this will show you what forms of media they are consuming, what life factors have an impact on them, and anything other than money that may be holding them back from converting on your offer.
Stage of the Buyers Journey
Assuming everyone is at the stage of looking for a product to help their need will cause you to miss out on sales. Take the time to understand the 3 stages of the buyer’s journey, and how you can craft your message to speak to your persona at each stage.
The 3 stages in the Buyer’s Journey:
Awareness Stage - The buyer notices a problem they have and begins to research the problem.
Consideration Stage - The buyer understands the problem and begins searching for solutions.
Conversion Stage - The buyer decides to commit to one solution.
Achieving your result is oftentimes not their primary goal. Take Medical Weight Loss for example. A patient may enter saying they want to lose weight, but there is an underlying goal they want to achieve. It may be to walk on the beach with confidence, it may be avoiding health risks their doctor warned them of. Taking the time to understand the true reason they need your product/service is one of the most important parts of the buyer persona.
Knowing your personas objections before they present them can help you strategize your marketing to answer the objections and move them toward the conversion stage. Objections don’t always come from the price being too high. They may have tried the product/service of a competitor and left with a bad experience. Think outside of the box here.
We have found that client testimonials are an effective way to break down any possible objections. Click here to see our template for creating testimonials that drive sales.
Want to get started? Download our free Buyer Persona Template.