That is why you prepare buyer personas

That is why you prepare buyer personas

Drawing up a buyer persona

When preparing a buyer persona, you identify who your 'example buyers' are. We speak in plural because in most cases you have several target groups. Of course, you can categorize them from most to least business value. It is, therefore, best to start by drawing up a persona for the target group that delivers the most business value or in which you see the most potential that they will buy from you. In the first instance, you start collecting input about your target group. This can be done through research, surveys, interviews or get info from your CRM system. Also, ask your own sales staff or customer service. An analysis of existing communication channels can also provide insight into the behavior of your potential customer.
A good buyer persona answers the following questions:
What information does my target group need?
How does my target group behave online and offline and on which channels are they active?
What motivates people to choose our product or service?
What are the 'pain points' of my target group? What can I do for them?
When and how does my prospect make (purchase) decisions?

5 Rings of Buying Insights

These rings help you to understand your target group so that you can ask the right questions per topic and receive useful insights.

Priorities

Which incentives ensure that your target group needs your product or service? What does he/she spend the most time on?

Success factors

What goals does the (potential) buyer set? What results does he/she expect to achieve from the priorities set? Try to find out in advance which outcome your buyer considers successful.

Barriers

Do your (potential) customers still have to be convinced of the solution that your product or service offers? Do they have doubts about the outcome and why?

Purchasing process

What information is the buyer looking for and in which phase of the purchasing process is he/she (awareness, consideration, etc.)?

Decision criteria

What are the expectations of your exemplary buyer? Which factors are decisive for choosing your company and product/service? Customer marketing is the starting point of every marketing strategy and guiding the creation of content. It has to be part of the DNA of your organization.
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