Understand Your Buyer Persona To Properly Target Your Audience
One of the most effective ways to reach your audience is to understand them by developing a detailed buyer persona. A buyer persona should accurately identify your ideal audience and reflect the specific desires your prospects have when it comes to your products or services. Normally, businesses will have more than one buyer persona to express the likely diversity of the company’s audience.
Just like customers with who visit your website, there will be many traits that make up your buyer personas to help you navigate your demographics and build your business around their needs. Here are some important questions you should ask yourself to develop an accurate buyer persona.
How old are my customers?
One primary factor in a buyer persona is age. Different age groups have different general wants and needs with varying worldviews and motivations. A person’s age can tell you a lot about who they are.
What gender are they?
Another major factor is the buyer’s gender. Obviously, a business that sells feminine beauty products like Clear Away Acne will likely make their primary target a female audience, while a barbershop for men will want to establish a male buyer persona. Other businesses may have services or products cater to any gender, in which case developing a specific gender isn’t absolutely necessary. On the other hand, if a business sells products or services specifically intended for both men and women, buyer personas should target both genders.
What is their financial status?
Your customers’ financial situation will largely affect how much they’re willing to spend on your business. Determining financial status may depend on the type of area you’re targeting, the age of the buyer (teenagers won’t likely have as much to spend independently as older audiences), and their profession, the latter of which leads us to the next question.
What is their occupation?
The type of products and services you sell may be marketed to those within a specific career field, while others may target people in a number of professions. For instance, a business that sells affordable office supplies will want to create a buyer persona that represents the average office worker and their needs, while a financial advisor may wish to target people in many different types of occupations who are capable of affording such services. Determining whether your business is B2B or B2C is another determinant in your buyer persona’s average job. Their job can also indicate how they’ll use your products. Are they advanced professionals or casual users?
How educated are they?
This question will often tie in with the buyer’s age and occupation. The younger the customer, the less education they might have, while older experienced professionals are more likely to have varying levels of college education, with multiple degrees behind them. Education can indicate exactly how buyers process and use information, and help determine exactly what they’ll look for in your business. For example, less educated individuals may seek simpler information about your company, such as general customer testimonials, while more experienced buyers with a higher education may want to learn as much as they can prior to conducting business with you, including statistics and other types of analytical information.
What are their hobbies?
Depending on what your business offers, hobbies may be a crucial element of your buyer persona. Even if you’re selling professional services, you may benefit from understanding how your customers spend their free time to have a better grasp of their personalities. Consider what types of TV shows they might watch, books they read, interests, and other elements outside their professional life.
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How do they shop?
Apart from your products, customers will shop for a lot of other products. The types of products your customers may purchase outside of your business can indicate their shopping patterns and help you better understand how to market your products based on these habits and their behavior as consumers.
With these questions in mind, you can develop a buyer persona that truly speaks to your customers and helps you step outside of your business to address your audience. Rather than focusing on what your company has to offer, a detailed buyer persona can allow you to tell audiences how your business can improve their lives. Specific buyer personas can also give you the ability to speak to individuals more directly, so you don’t have to communicate to a general crowd. You’ll more effectively be able to say, “If you’re a 30-year-old professional who’s tired of dealing with the stress of this particular situation, you may benefit from our services,” rather than generally stating, “This is what our product can give you.”
Of course, there are buyer persona templates available to help you organize them the way you want without any hassle.
With a fully constructed buyer persona, you can also evolve it as your audience evolves. New trends or technologies that your customers may use can impact your buyer persona along the way, giving you the ability to fully understand your audience and improve sales.
Contact us here at Parker Associates for more on the ever evolving retiree market and how they stay involved and relevant. We work hard to stay ahead of the cutting edge and can assist your projects in understanding where you should be putting your efforts.
David WB Parker is a principal of Parker Associates of Jacksonville, Florida, marketing consultants to the real estate industry; President of PTC Computer Solutions, IT Specialist, and an active real estate sales professional with PARFAM REALTY based in Jacksonville, FL. He can be reached at 904-607-8763 or via email firstname.lastname@example.org.