Successful growth stories are not random; they need a lot of effort and strategies. It is essential to understand your customer base to appeal to their insights and turn to positive sales. Understanding your customer and identifying them will help you make better marketing campaigns and add value to your customers. To do that, you need to create a buyer persona, and to do so, you need to talk to them, study their requirements, and understand their needs.
You must be wondering what buyer persona is; a buyer persona is a profile you create from your understanding of your ideal customer. Customer personas help tailor your marketing efforts, meet your customers’ needs, and solve their queries and concerns. It is like a game of bow and arrow, if you don’t know where the arrow’s target is, how will you shoot the arrow? Without the target, all the effort will go in vain.
What kinds of information does your marketing team likely need to include in a persona?
Have you ever thought of food, and your food delivery app sends you a notification of the type of food that was in your mind? It is never a coincidence: the internet stores all information. Probably you had been checking the app at the same hour most days, so they took note of it. You must have a few things particular that you order on a set day, like pizza during the weekend and healthy salads during the week? That’s just an assumption. You can order pizza all week. We will not tell your trainer. But the point here is nothing is an assumption. It is always a strategic calculation of the inputs and efforts you put in.
To create target customer personas, you will need to list the most dedicated customers for each category like most visited, occasionally visited, visited on weekends. You get the idea. After you have this, you need details like location, gender, age, purchasing behavior, engagement behavior, profession, marital status, and so on. These details are, at times challenging to find, and you might need to use external tools to gather the data in creating customer personas.
Creating target customer segments/personas
The very first in creating customer personas is to do your research thoroughly. Remember, your goal is to create a personality that embodies the key characteristics of your target customer. To know the essential characteristics- who they are, what they want, where they are, what ages they belong to you need to create surveys and track your customer via social media. Once the research part is done, dive deep into the site analytics. You will be able to find out who visited your site, how long they stayed, what are keywords they used, and how frequently they visited.
Now you have all the data required; you need to create a persona based on these data. Let us look at customer personas examples. Suppose you are a small business that sells used books. After the research and development, we found out that our ideal customers are college-goers. So your target customer personas include college goes. You need to name this persona to bring them to life. The details you need to allocate to this person are goals and challenges, their fears and values, and finally, your business growth strategies involving this persona.
Final thought
The internet is indeed open and accessible to all, but not everyone visits all the websites in the world. Growth mindset strategies involve identifying the customer base, being dedicated to them, and serving their needs. The power of a strong target customer personas is that the customers identify the business them and dedicates their loyalty in return.
