Buyer Personas: How to build one

Sometimes remembering that you’re connecting with an actual person via your content can be forgotten as content creators deal with audiences as a “whole” and not as individuals. Despite this, personalisation within your marketing strategy directly contributes to conversion – mostly due to the fact that audiences want demonstrations of understanding of their lifestyle, needs and challenges. In fact, over 50% of consumers (and rising) expect a brand offering to be personalised to their needs. However, to do so on scale is a tricky feat. Using buying personas to guide your content marketing plan allows for a better granularity in content recommendations, ultimately increasing engagement, boosting brand credibility and buyer trust – three things which are essential to convert your audience into customers.

What is a buying persona?

A buying persona is a model of the target consumer/audience for your product/content. By filtering down into lifestyle specifics (such as demographic details, behaviours, goals, pain points, and buying patterns) it will be easier as a marketer to think of your audience as real people. This, in turn, will give you the direction of when, how and why you should communicate with your audience in order to convert them.

To help you build these personas, you’ll need to look at your data and do some analysis:

  1. Look through your social data to see what the trends are in demographics
  2. Look through your google analytics to analyse the trends in demographics not only of those entering your sit but of those who engage and convert
  3. Cross channel look at timings of heightened engagement to give you clues about your personas day-to-day
  4. Look at the products that covert on your channels to see if there is a trend in type, price, brand etc that can help build a picture of the type of persona you’re speaking to
  5. Conduct a survey on your channels to better understand the nuances that data cannot give you readily

Once you have the data ready, here are some questions for you to answer to help build those buyer personas:


BACKGROUND

  1. Gender?
  2. Sexual orientation?
  3. Age?
  4. Country & city?
  5. Born and raised where?
  6. Ethnicity?
  7. Siblings?
  8. Affluent upbringing?

EDUCATION

  1. What type of school did hey go to?
  2. College/University?
  3. How was their performance in school?
  4. How was their social life in school?
  5. What extracurricular activities did they participate in?

CAREER & PERSONAL:

  1. What is their job?
  2. Ideal/dream job?
  3. What industry are they in?
  4. How long have they been working?
  5. How much is their annual income?
  6. What are their spending habits?
  7. What are their political leanings?
  8. Children?
  9. Married? Partnered? Single?
  10. Homeowner?
  11. What are their preferred news channels?

TECH:

  1. What type of devices do they use?
  2. How often are they online?
  3. Which social channels do they use?
  4. What apps do they use?
  5. Online shopping?
  6. Preferred channel of communication?
  7. What are their advocacies?
  8. What drives them?

OVERALL:

  1. What are their main life concerns?
  2. What are their advocacies?
  3. What drives them?
  4. What are their everyday challenges?
  5. What makes them happy?

Once you have these questions answered, think of different models of people that you’re speaking to – flesh this out with names and backstories. You are likely to have more than one (we’d suggest not having too many as this can create more complexities in your strategic decisions going forward).

You can now use these buyer personas to identify where they most likely spend their time online so as to better target, what content they want to digest and what is needed to convert them!


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