Based on data and surveys, buyer Persona is a semi-virtual representation of a company’s ideal customer. This persona helps Product Managers spend time with qualified leads, develop products that meet their target customer needs and orchestrate operations across the organization, from marketing to sales and service. As a result, Product Managers can attract valuable visitors, leads, and customers to their business and retain them for long periods of time. More particularly, a broad knowledge of buyer personas is vital in promoting all activities related to customer acquisition and maintenance, including sales follow-up, product development, and content creation.
Buyer personas are the core of any marketing strategy and are integral to every part of the inbound process. If a company cannot engage potential customers in relevant and well-connected ways, they will lose their trust and interest. Once they have lost someone’s trust and interest, it is hard to find them again. (They cannot make a second first impression! It is usual for a company to have several buyer personas. For example, if the end-user of a company’s product needs to be recognized by others before it can be purchased, everyone involved in that decision is a separate role.
What is the importance of buyer persona?
Buyer persona help ensures that all activities involving acquisition and service customers are tailored to the needs of the intended buyer. If product managers do notice the way companies present themselves, they start to notice that many of them start by talking about their work rather than the needs of their customers. People naturally tend to prefer the company they know and trust when choosing a product or service. Moreover, the best way to build trust is to show accurate understanding and concern for each other. First, show companies’ prospects that they know them by addressing their pain or need, and only then will they be willing to explore what they offer.
What are the practical methods to gather information to create a Buyer Persona?
Here are some practical ways to gather the information product managers need to create a persona:
- Look at the customer database to understand how specific leads and customers find and consume data.
- Use form fields to collect persona information when product managers create a form for use on a Web site. For example, if all of the personas vary depending on the size of the company, ask each lead to fill out a form with information about the size of the company.
- Consider their sales team’s feedback on the most interacting leads.
What are the types of Buyer Personas?
When product managers start working on their character, they might ask themselves, “What are the different types of buyer personas? “From there, it is going to be easy to adjust a role for your business. However, that is not entirely true, there is no fixed list of recognized buyer’s roles to choose from, and there is no standard for the number of roles they need. That is because no matter how many rivals there are, each business is unique, so the buyer’s persona should be unique. For this reason, identifying and creating their different buyer personas may be a bit difficult at times. Generally, a company’s buyer persona may have similar categories (e.g., marketer, HR representative, IT manager).
A buyer persona describes its target audience and can help a company adjust the main feature of its support and sales for tremendous success—classifying the types of people who benefit from their solution.