When you’re identifying buyer personas for your company, there are a variety of things to consider when crafting the final personas that will serve as accurate representations of your brand’s target buyers. To create content that will appeal to your existing clients and potential customers, it’s important to think about what they value most. One of the most important aspects of buyer persona development is conducting research to identify patterns of customer buying habits, where and how they interact with your business, and how they gather information in their buying process.
First, think about the income of your ideal clients. People value money, generally making budget a major consideration when researching potential product and/or service providers. You must think about what your clients will be able to afford and whether the products will interest them. For example, younger clients and customers may have less disposable income and thus a smaller budget to spend. Conversely, if your product or service requires a costly investment, potential customers may need to ensure they are getting the biggest bang for their buck. Many buyers may also be searching for products that are made with quality materials and come with ongoing support, concepts that would need to be addressed in when considering them in ongoing marketing efforts.
You should also think about time. Social media helps save time as it gives users a synopsis of articles and relays news quickly. If social media is the main way your personas learn about new developments in your industry, it’s important to use those platforms to engage and interest them quickly and efficiently. Time also comes into play as to whether your product or service helps the potential client manage their own time or the workflow of their business. If it does, make sure to note that priority in the buyer persona development process and when marketing to that persona.
If you’re unsure of what your customers value, call a few customers and speak with them! You want to be sure your buyer personas are as accurate a representation of your existing and ideal customers as possible, and there’s no better way to do that than to talk to the people that directly contribute to your business. If you can get it, candid feedback from your actual customers can be one of the most valuable ways to gain insight on what matters to them. You can also talk to employees (especially your sales team) about how they would describe buyers and gather information to include in buyer persona development.
If you need help understanding and developing buyer personas for your business, contact the team at Synchronicity Web Designs. We can design your website, handle your digital marketing, and create compelling content to draw in your ideal customers.