A Buyer Persona is a fictional representation of your ideal customer, based on real data as demographics and online behavior, along with educated speculation about their personal histories, motivations and pain points. But how to create a persona who will be really helpful to understand your customers' needs? Collecting data. This is the whole procedure.
The first step is to identify which kind of information you want to have about your clients. For example, is it important for you to know which tools your persona use at work day by day at work? All the information you will gather should be categorized in 7 sections:
Use this HubSpot checklist to understand which questions you will ask. You don’t have to pose all of these, just tailor them to your business.
A buyer persona should be always data-driven. There are 4 different ways to collect the information you need:
A good practice is to collect all the information you have in just one file or place (i.e. Microsoft Excel, Google Drive etc.). Now that you can look at the big picture of your target audience, it's time to select a primary persona to focus on, especially if the surveys and interviews you did have given to you variegated results.
It's important to establish who is your primary ideal customer in order to define your brand and products identity. How to do it? Find out trends and similarities in the answers people gave you.
Go back to the HubSpot checklist and fill it out, starting creating your buyer personas. Remember to insert 3 things:
Filling out a list with bullet points is not enough. Transform the information you gathered into a story, divided in 5 chapters:
Now that your primary persona is created, just tailor your business to it. But you should start sharing this profile with your team: at the end of the day, if your sales and marketing teams don't understand who they're speaking to, it's hard to craft a message that really resonates.
That's it! Now you can grow your business addressing to the right people!
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