Buyer personas are the characters placed at each strategic market touch point, with the aim of studying what motivates an audience to buy a product. Buyer personas also demonstrate how a target audience would like the information concerning a product to be communicated. Organizations use this information to improve a product and shape its marketing strategy.
Developing Marketing Strategies
One of the primary benefits of buyer personas is that they play a significant role in formulating go-to market strategies. For example, it might identify that a particular segment only serves older people, which means that the marketing department will need to spend fewer resources on social networking platforms that are mostly associated with young buyers.
Formulating Product Design
Understanding the customer aids in the development of product design. By reviewing the product with people who fit the profile of the customer persona, the production team can make modifications to the design of the product. The changes may include physical properties such as weight and shape.
Identifying Customer Priorities
Identifying user priorities is another critical role that user personas perform. It is worth highlighting that company stakeholders have a biased perspective about what their firm designs and sells. The personal wish list brought about by influential stakeholders might make the company deviate from its original mission. Customer personas push the priorities of the client to the forefront, which helps the company to remain focused on delivering products to its customers.
Several steps are involved in generating user personas.
- The first step consists in separating your customers into segments. Each segment should contain buyers with similar qualities such as similar buying behavior. The members of a particular portion might be characterized by their purchasing behavior or interest in a specific product produced by the entity.
- The second step in generating buyer personas includes developing interview questions that will help you to understand your demographic details.
- The third step involves analyzing the findings of your interview. It is clear that there will be similarities in some of the answers that you collected in the field. For instance, if you found out that 50 people among the 70 you interviewed do not have Facebook accounts, it is clear that very little marketing should be done through social media in that segment.
Collectively, this information is comprehensive enough to develop a buyer persona, the cornerstone to a comprehensive sales and marketing plan.