Making a Purchaser Persona for Your Enterprise

By Danny Grainger

Creating a Buyer Personality will help your business find the right customer. When done correctly, it can help you focus on the specific type of person who is more likely to buy your product or service and guide your company’s marketing efforts.

In this article, we provide six useful tips to help you create the most accurate buyer personality for your business and give an example of what a good person looks like.

What is a Buyer Personality?

Buyer personalities are detailed accounts of the key characteristics of fictional people. These people aren’t real, but they are the kind of people who could potentially become your customers. It is easier who you market to.

Understanding what your customer thinks, sees, does, and feels is critical to focusing your marketing efforts.

Of course, no two people are exactly alike, but we can group people who have similar habits, interests, values, or lifestyles. These groups – also known as customer segments – contain people with certain common characteristics.

6 Steps To Finding Your Ideal Client To Build A Buyer Personality

1. Identify your negative person

The first step in creating your Buyer Personality is to determine who is not your target customer. Knowing who you can’t sell to is critical to understanding who you can sell to. By creating a negative buyer personality, you can focus on the right audience segment by removing the wrong one.

Here are some questions to start with:

  • Do they need what you are selling? This question may seem obvious, but you should be wondering how much a person needs of what you have to offer.
  • Can you afford it? Don’t waste resources on a consumer who may not yet be able to afford what you have.
  • Are you satisfied with your product or do you have unrealistic expectations? For example, this could be a customer who bought your product but returned it because it didn’t meet their expectations.
  • Are they likely to shop with you again? It might be better to track a consumer who is likely to keep buying your product. Focusing on a one-time customer may not be the most cost-effective strategy.
  • Are they too advanced or not advanced enough for what you have to offer? To reach the right audience, you need to know the limitations of your product or service.

Once you’ve eliminated people who aren’t eligible customers, it’s time to find out what kind of customers will love your offering and who will be good leads for your business. When you find out who wants your product, you can look at your product or service from the perspective of your customers. You need to see your work the way they see it, not the way you do it.

2. Determine who your audience is

Get to know your customers by reaching out to them directly. Use online surveys, conduct live interviews and analyze data from website visits. Focus on their demographics, beliefs, values, geography, and lifestyles. Note your gender, age, hobbies, family, and income – be as thorough as possible.

Reading the testimonials, reviews, and social media comments of other companies in your niche is also a great way to find out who your customers are.

Once you know who to sell to, you need to learn what they want.

3. Identify the goals of your audience

This is where you want to gather information about the things your ideal customer wants to achieve. These goals must revolve around your product or service and how your offering will help your customers achieve their goals.

Goals can be short-term goals, e.g. B. go on vacation; Career goals such as a promotion; Lifestyle changes, e.g. B. spend more time with their children; material goals, like a new car. Whatever the customer wants, think about how your product or service can help them achieve it.

You can discover these goals by directly approaching the broad demographic segment you identified in Step 2 (who is your target audience?). Ask yourself how you can help your customers achieve their end goal. Even if their plans don’t exactly match your product, understanding what your customers are trying to achieve is important.

4. Find the pain points of your audience

Pain points are the opposite of goals. Find out what problems your customers are trying to solve and what is preventing them from achieving their goals.

Amazon ratings are an invaluable resource for finding vulnerabilities. Find similar products or services, filter reviews by 1-2 stars, and record any negative things that customers have complained about.

Pain point information helps you in two ways: you need to develop the main characteristics of your offering and promote your product or service to your audience.

5. Study your competition

This tip is especially useful if you are a new business owner or want to launch a new product. Research your competition to find out who their target customers are. Visit competitor websites and conduct competitor SEO analysis using online SEO tools. Find out how to differentiate yourself from the competition and emulate their best practices.

6. Get involved in social channels

In order to find out where your customer is communicating online, it’s important to develop a targeted marketing strategy for generating new leads. Study your online habits:

  • Where do they spend most of their time online?
  • What do you care?
  • How do they talk about your company or similar companies?

Visit related Facebook groups, check out online forums like Quora and Reddit, follow Instagram or YouTube accounts, and read the comments – there is a wealth of knowledge on who your audience is on social media.

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Create your buyer personality

Once you’ve figured out who your customers are, it’s time to create your buyer personality. Even if you are not creating a real person, you want to make that fictional character realistic. The aim is to create a profile with as many details as possible. Adding a picture and name will make it even more lifelike. If your list looks something like this, you are on the right track:

  • Buyer Persona young mother exampleShe is 32 years old
  • Married with one child, seven years old
  • Owns a dog
  • Lives in the suburbs
  • Works in the HR department of a technology company
  • Drives an SUV
  • Enjoy hiking and camping
  • Wants to keep her family active and healthy
  • Want to get a promotion
  • Doesn’t have enough free time
  • Active on Facebook and YouTube

Out of this simple buyer personality, a SaaS software business could develop a marketing strategy that focuses on Facebook and YouTube ads and shows how their product streamlines the HR process to help professionals have more free time to be with their family to spend in the great outdoors.

Note that while one person may not represent an entire segment of customers, they still do a good job of representing who your ideal customer is in a particular segment.

Developing a buyer personality is an ongoing process

Buyer personalities should always be in the works. You need to learn from your customers in order to sell to them better. Use the profiles to decide how to create useful social media content and precise advertising campaigns.

Knowing how your customers think, see, and feel about your product or service is your key to generating better leads for your business.

RELATED: How to Use User Generated Content to Increase Your Marketing

About the author

Contribution by: Danny Grainger

Danny Grainger helps small businesses grow sales, traffic, and conversions. He focuses on actionable advice that business owners can use to develop their personal traits and business skills.

Company: Danny Grainger copy
Connect with me on LinkedIn.

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