What is a Buyer Persona?
A “Buyer Persona” is a fictional profile of your ideal customer that gathers the optimal characteristics to become a consumer of your product or service. It is created using demographic data, interests, goals, challenges, and concerns.
Remember that this is a fictional character, so it doesn’t have to be exactly like your real clients. It serves as a guide, so don’t be afraid to use your imagination and deduction to complete the profile.🕵🏻.
And of course, you can create as many buyer personas as you want.
In reality, it is common for a company to have more than one buyer persona, as different types of customers may buy your products for different reasons. Later on, we will see an example.
Why is it so important?
Basically, it allows you to invest in more specific actions directed only towards those potential customers who are most likely to buy.
Meaning, you eliminate the darn obstacle of approaching and wasting money on the wrong “potential customers”.
This will increase your return on investment and reduce costs in customer acquisition.
It will also help you create marketing messages specifically targeted (and therefore more persuasive) to each of your buyer personas and thus improve your campaigns to sell more and better!
🌠Tip: When building your lead list, we recommend doing so based on the filters or interests that represent your buyer persona. Once you have this segmented lead list, you can create an email marketing campaign to attract these potential customers in a much more personalized way!
Si consigues que la comunicación con el potencial cliente sea personalizada, cercana y personal, vas a generar mucha más confianza y credibilidad, dos disparadores de venta MUY efectivos.
That’s why, in the first lesson of this MailerFind Guide, we’re going to explain how you can define your buyer persona to nail your message and reach their heart 🎯.
Conduct an audience research.
It’s time to grab your flashlight and magnifying glass, it’s time to bring out your inner detective.
Who are your current customers? Who is your audience on social media? Who are your competitors targeting?
If you don’t have any previous customer data, don’t worry or feel limited. You can also base it on a theoretical target audience.
Some ways to gather information about this theoretical target audience are:
Conducting surveys or interviews
Participating in forums and groups related to your industry
Reviewing demographic and consumption statistics
Consulting with experts and professionals in your industry
Using your imagination and intuition
Data to consider when developing the buyer persona🧐:
- Demographic data (age, gender, education level, marital status, country and city of residence…).
- Photo that fits the ideal customer profile.
- Designing a more specific profile (education level, job title or position, annual gross salary, number of children, marital status, shopping habits, etc.).
- Interests and behaviors (influencers, websites, magazines and books, TV series and shows, etc.).
- Desires, goals, problems, pain points, values…
- Priorities taken into account when making purchasing decisions (attention and treatment, price, quality, durability, proximity, honesty, etc.).
- Objections to purchasing.
- What they have already tried to solve their problems unsuccessfully.
It’s also a good idea to find out which channels each buyer persona uses to know where to find them.
Once you have created your ideal buyer profile, you will also realize that they all have different habits and routines.
For example, some people check their email first thing in the morning, while others prefer to check it at the end of the day. This is very useful information to know what time to schedule your email marketing campaigns.
Make sure to identify the “pain points”
I emphasize this because if you want to conquer the heart of your buyer persona, then you need to delve into their darkest fears, their deepest pains, and their most secret desires🤫.
So you should be prepared to do a little emotional spying.
With a little luck and patience, you can discover these more intimate aspects of your ideal customer to make them surrender to you and win their love forever.
How can you help?
Now is the time to reflect on how your business can help them solve these problems or “pain points”.
This involves going beyond the features and examining the true benefits of your product or service.
– FEATURES: Technical aspects of a product (or service).
– BENEFITS: Explain what user problem the product solves. How it improves their day-to-day life.
Benefits connect emotionally with your audience because they speak to what they want to achieve.
Example: The laptop weighs 1 kg (feature). You’ll be able to carry it comfortably all day and work anywhere. It will give you… FREEDOM (benefit).
Let’s get to work: creating the buyer persona
It’s time to take your buyer persona out of the closet and put it into action.
Let’s see how you can use all the information you have found during your research to create an ideal customer profile that will help you conquer the world (or at least sell more).
Gather all your research and start looking for common characteristics. By grouping them, you will get a unique customer profile.
Assign a name, age, job title, and other defining characteristics to this profile. Remember, you want your character to seem like a real person! 🙋🏼
You can use tools like Make My Persona and create as many buyer personas as you have potential buyers.
Here’s an example:
- Name: Maria Garcia
- Job Title: Marketing Manager
- Company: Beauty products company
- Age: 35 years
- Gender: Woman
- Location: Madrid, Spain
- Interests: Digital marketing, social networks, beauty trends and personal care
- Challenges: Improving efficiency in product promotion and qualified lead generation online
- Career Goals: Increase sales by 20% in the next year by using effective digital marketing strategies
- Difficulties: limited marketing team and budget, rapidly changing trends and consumer preferences in the beauty industry, trouble reaching your potential customers through traditional channels (you may need to explore new, more innovative ways to reach them)
- Fears: failing to meet your sales goals, not living up to your boss’s expectations and fearing for your job, not being able to adapt to changes in the industry
🌌 Tip: It’s important to put a face on your buyer persona. You can’t have a faceless buyer, right? How would you know who you are selling to? You could end up selling a dog or a stone… But here we don’t want you to run out of customers. So be sure to give your buyer persona an image: either by searching for a photo, drawing it, or even randomly generating it with an app like FaceApp or thispersondoesnotexist.
I already have my buyer persona. Now what?
If after having identified your potential buyers and customers, you wonder how you can locate them and contact them through emails, we make it easy for you with MailerFind!
2. Once the extension is open, connect to Instagram.
3. MailerFind allows you to collect the public contact details of the followers of any Instagram account. To do so, you just have to click on Account Followers.
In addition, you have at your disposal more prospecting tools such as Post Likes, Comments, Location and Hashtags, which are explained in this article from our Help Center.
4. Select the Instagram profile you are interested in prospecting. For example, if you had an e-commerce for kitchen items, you could select:
- A profile that shares content about this niche (recipes, photographs of dishes, culinary advice, news in the world of cooking, etc.)
- An influencer in the culinary field with a good level of engagement
- The profile of an already successful competitor store (this is very effective, because it allows you to interact with people who are not only passionate about cooking but also interested in buying kitchen items).
⭐ Tip: Keep your buyer persona in mind when doing this step. ¿Which Instagram accounts do you think would like to follow and would give your buyer persona a smile while eating their oatmeal cookies and relaxing with a cup of tea?
5. Now, simply enter the username of your chosen Instagram account and let the software identify and analyze your followers. Let it run for a while (you must keep the computer on and not close the Google Chrome window).
You don’t have to worry about anything, just relax and carry on with your usual work, MailerFind does the work for you automatically and collects data such as name, surname, location, email, phone number, etc. Enjoy! 🥳
6. Do not forget the most essential: Remember to download the CSV file at the end of the analysis! There you will find all your leads😏.
Segment your email lists
As we have already seen, it is common to have several buyer personas for the same company (each one with different needs, interests and preferences).
Therefore, it is VERY useful to create different email segments that represent the different buyer personas.
By organizing your email lists by buyer personas you can send specific offers and messages tailored to the respective preferences of each group in a personalized way.
Create specific content
Once you know what attracts your ideal customers, you can generate relevant content that becomes a surefire purchase.
Do not forget that the information you share does not have to seem valuable to you, but to your future clients! While that GIF of kittens with hearts in their eyes probably isn’t the most relevant thing to you, it might be the most important thing to them😜.
. . .
Congratulations, you now know how to create a buyer persona and define your ideal client! Knowing your buyer persona is one of the first steps for any digital marketing strategy.