If you're in business, you should know your current customers. Sounds like common sense, right? Believe it or not, many companies cannot clearly identify their buyers. In fact, in a perfect world, you should know them by name. One of the best ways to be a conscious leader is create a buyer persona that defines the person behind who your product or service is trying to reach. A buyer persona is not just another marketing buzzword, but a useful and strategic tool to help you connect with your audience and develop lasting, more meaningful relationships.
A buyer persona exemplifies the real person you need to influence and is developed from research and conversations with actual customers. It enables you to determine your potential audience to target marketing efforts toward this specific group.
Once you really get to know your buyer, like where she shops, what she eats and what she does for fun, creating content that speaks to her will be as easy as talking to a good friend. You’ll feel like a proud parent when you’re done creating this wonderful person, so give him or her a name! Are they a Jane or a Jade? Don’t forget to name your different personas to really bring them to life.
Here are some simple steps to create a buyer persona who wants to follow your lead:
1. Find out the Facts.
Finding out specific demographic information about your buyers will help you visualize who they are and create a realistic picture about their needs, wants and goals.
Are they male or female?
How old are they?
Are they married?
Do they have kids?
Where do they live (city, suburb, rural)?
What’s their education level?
What is important to them?
2. Understand their Daily Life.
Now that you know the facts, put yourself in their shoes. Knowing their habits, lifestyle and daily activities will help you create a consistent message about why your product or service is useful and how it positively impacts their daily life.
Do they work?
What do they do for fun?
What are their hobbies?
Where do they shop?
What music do they listen to?
What do they read?
3. Discover their Challenges and Needs.
Businesses in the LOHAS marketplace understand that it’s not just about selling products or services, but solving problems and fulfilling needs. How does your offer help solve a problem in your buyer’s life? Get specific about it. For example, if you sell organic coffee beans, think about how your beans meet your buyers desire to be healthy. Create messaging that speaks to the benefits that your organic coffee has on a person’s health rather than how your beans are the “best” or “most unique” beans out there.
4. Identify How they Search.
Understanding how your buyer finds and consumes info is essential to being found by the right audience. Do they search in Google? Are they active in social media? If so, are they more likely to spend time on Facebook, Twitter or Pinterest? Do they ask friends and family for referrals, or read online reviews from consumers? Do they read industry blogs? Do they attend LOHAS conferences? Once you know how they find information, you can focus on reaching them in the right channels.
5. Say Hello!
Now, take a look at all the information you’ve gathered. Chances are, you’ll have a clear picture of your ideal target audience. Once you know whom you’re speaking to, don’t forget to say hello! It’s easy to have a conversation with your customers thanks to social media. Make it a priority to spend several hours a week just being human and talking to your audience through social media channels. It’s also a great way to ask direct questions to get authentic feedback about your products and services.
As a content marketing agency, we work with entrepreneurs and busy marketing directors who are passionate about what they do, believe their brand story is worth telling and care about building meaningful relationships with their clients. Let us know how we can help you!