Hi! Welcome to Snov.io!
I'm Kseniia and
today we’ll talk about how you can align team effort across the company,
define your goals
and understand your customers better by creating a buyer persona profile.
I’ll show you how to identify your ideal customer, create the profile itself
and even build a portrait of the person you do not want to spend time and effort on.
A buyer persona is a profile that represents your ideal customers.
It’s based on market research and the data about your most loyal existing customers.
Its purpose is to help you focus your time on qualified leads,
guide product development to suit the needs of your target audience,
and organize the work across sales and marketing departments
so that their goals align.
More specifically, having a deep understanding of your buyer persona
is critical to driving content creation, product development, sales, and
really anything that relates to customer acquisition and retention.
In short, your buyer persona must represent:
People you create your product or service for
The people you sell to
People who convert the best, stay the longest and bring you your main profit
While a buyer persona is a semi-fictional representation of an actual customer,
most marketers recommend treating it as a real person by giving them a name,
a backstory, frustrations, preferences, and even a photo.
There are a lot of tools that can help you create a visual representation
of your persona - among them delve.ai,
semrush.com, xtensio.com, and more.
We’ll leave the links to these services in the video description.
Ideally, you should have your buyer persona established
before launching your product or service,
and fine-tune it before any changes or new features releases,
so you will be able to stay focused on one direction.
But it’s never too late to create one.
By finding and analyzing your buyer persona you can:
optimize almost any aspect of your product or service,
knowing your buyer persona allows you to deliver products, features, and services
your customers are willing to buy;
it also lets you improve and optimize your product-market fit.
leverage your marketing channels: by defining your buyer persona
you can build smart marketing funnels to get leads from most-converting sources,
nurture them with the right content, and offer them the deals they cannot resist.
improve your sales: focusing on the pains and desires of your buyer persona,
you will be able to offer exactly what your best customers need when they need it.
Feeling understood, they’ll be more eager to cooperate and purchase.
save resources: understanding of who your buyer persona is,
you can develop the best-desired products,
features and content, saving your time, money, and human resources;
basically, knowing your buyer persona allows you to do less and get more.
scale your business:
with a buyer persona you will be able to define the exact direction to grow in,
answer the questions how to convert better,
how to improve your product, how to sell more, and so on.
The parameters for your perfect buyer persona
may vary from industry to industry and will be specific for your business.
In general, you may add as many details as you like –
the more parameters your buyer persona has, the more comprehensive
your analysis will be.
But the most basic buyer persona should contain the following data:
Geographical location.
Even if you sell worldwide, your leads and potential customers
from some countries are easier to convert and they will earn you more than others.
Demographics. You may notice that your clients are men or women,
or maybe their gender doesn’t matter, but their age really does.
This category also includes income, education, religion, etc.
Business type. If you work in a B2B niche,
you know exactly which business types need your product more,
convert better, and use this information.
Business size or income level.
Business’ size defines the business’ needs and, of course, its budget.
Title or profession.
It’s the people who make the decisions, even if they are representing a company.
Pay attention to which professions or titles
are the best-converting decision makers.
Buying motivation.
This parameter defines what makes people buy your product or service.
Every buyer persona has a different buying motivation,
and you need to be sure about at least one
to optimize your marketing and sales process.
Buying concerns.
Knowing your perfect buyer’s buying concerns will allow you to disperse them
before they have a chance to affect your conversions.
Being able to prevent whatever scares your potential customer away
will boost your sales.
If you feel like it’s impossible to create a buyer persona within a single profile,
create a few.
The more universal your solution is, the more buyer personas you can create,
based on location, age, buying motivation, and so on.
And what about "negative" buyer personas?
And why should you spend time on creating this profile?
Well, while a buyer persona is a representation of your ideal customer,
a negative buyer persona is an image of who you don’t want as a customer.
A negative buyer persona will help you not waste your precious time
on creating strategies that will never help to convert these leads.
When creating a negative buyer persona, pay attention to things like:
High churn rate
Low likelihood of repurchase
Engagement with content but not buying the product
“Difficult” customers who require a lot of time/effort but bring little revenue
I hope this video cleared up a few things for you on why
creating a buyer persona profile is important.
Stay tuned and watch our next detailed guide
on how to create a buyer persona profile.
Don’t forget to like,
subscribe and watch our video on how to warm up your cold leads.
See you!