As marketers, one of the best things we can do is separate ourselves from our marketing. Chances are, we don’t fit the profile of our ideal customer, so we need to stop thinking like us, and starting thinking like our customers.
We need to understand who we’re talking to, and what motivates them. That’s where buyer personas come in. Buyer personas are a fictional, generalized representation of your ideal customer – created using both market research, and data from your existing customers. They help you get in your customer’s heads, and are critical for driving content creation and the copy on your website.
So you’re ready to commit to knowing your customer like the back of your hand. Now what? Well, we’ve created a free template to get you started, but a buyer persona will have you defining your ideal customer’s demographics, as well as motivations, goals, and behavioral patterns.
How do we find this information? Well, we can accomplish this in a few ways.
- Look through your current database to see if you can draw any common factors.
- Talk to your sales team. Can they make any general statements on the types of people they’re dealing with? Are there any common problems or pain points customers are looking to solve?
- Interview your current customers, or prospects. Some things to find out are what their role is, how they’re measured or considered successful in their role, and what their biggest challenges are.
One of the best things you can do is keep on asking why, and to make as little assumptions as possible. Once you’ve created your persona, give them a name, a bit of a back-story, and photo – we know this sounds kinda silly, but it really helps breathe life into this persona, and helps other people on your team grasp it.
Ready to start thinking like your ideal customer? Download our free brand persona template to start creating your own brand persona!