How to create your Buyer personas?

You are wondering how to have the right messages for your target audience ? At Eminence, we create personas to help you offer solutions that meet the needs of your audience. Understanding these personas will allow you to communicate effectively with your audience and send relevant messages that meet their expectations.

To offer a solution that meets the needs of your clients, it’s important to understand their profile, issues, consumption habits, and way of thinking. By accurately identifying these factors, you’ll be able to offer a relevant offer that meets your clients’ expectations.

What is a buyer persona?

A buyer persona is a fictional character that represents your target audience. It is based on in-depth research of your existing or desired audience. Given that it’s impossible to know each customer or prospect individually, personas are created to represent different types of customers who buy your products for different reasons.

To create an effective buyer persona, it should have a name, demographic details, interests, and behavioral traits. It’s important to understand their goals, challenges, and purchasing habits. You can even use a photo or illustration to give a face to this persona.

The main goal of creating a buyer persona is to be able to talk to your target audience as if they were a real person. By understanding your persona’s needs and expectations, you can develop consistent and tailored marketing messages that specifically meet your clients’ needs.

Why use a buyer persona?

Buyer personas are valuable tools for marketing, sales, customer support, and product teams, enabling them to make more informed and smarter decisions for the business. In terms of marketing, information obtained from defining buyer personas can help guide and improve marketing strategies.

It’s essential to ask if your new campaign meets the needs and goals of at least one of your buyer personas. If not, it’s recommended to reconsider your strategy, even if it seemed relevant to you.

Once you have established your buyer personas, you can create personalized messages that speak directly to your target clients. Social media offers incredibly detailed targeting options, allowing you to reach the right people through advertising.

By developing your social strategy based on your persona’s needs, you’ll create a connection with the clients they represent, fostering loyalty and trust towards your brand. A real advantage in your sales process!

How to create a buyer persona?

It’s important to note that your buyer persona shouldn’t simply be an ideal person with whom you want to connect. It should be based on real data and clear strategic goals. Here’s how to create a fictional customer who perfectly matches your brand in the real world.

1. Conduct in-depth audience research

It’s time to get to the bottom of things. Who are your current customers? Who makes up your social media audience? Who are your competitors targeting? For a more detailed analysis of these concepts, see our complete guide to audience research.

To refine details such as these, compile audience data from your social media analyses (especially Facebook Audience Insights), customer database, and Google Analytics.

• Age
• Location
• Language
• Purchasing power
• Consumption habits
• Interests
• Challenges
• Socioeconomic status

For B2B: Company size and decision makers

It’s also helpful to ensure you understand which social channels your audience uses.
→ How does Eminence effectively define Buyer Personas and implement targeted actions?

2. Identify your client’s goals and challenges

Your audience’s goals can be personal or professional, depending on the type of products and services you offer. What motivates your clients? What’s their end goal?

On the other hand, there are pain points. What problems or annoyances are your potential clients trying to solve? What’s preventing them from succeeding? What obstacles are they encountering to reach their goals?

Your sales team and customer support are excellent means of finding answers to these questions, but another option is to dive into social listening and sentiment analysis on social media.

Setting up search streams to monitor mentions of your brand, products, and competitors gives you real-time insight into what people are saying about you online. You can learn why they love your products or which aspects of the customer experience aren’t working.

→ Why creating Personas is crucial for your digital marketing strategy

3. Understanding how can you help your customers

Now that you know your clients’ goals and challenges, it’s time to think about how you can help them. This means going beyond the features and analyzing the real benefits of your product or service.

A feature is what your product is or does. A benefit is how your product or service makes your customer’s life easier or better.

Consider the major obstacles to your audience’s purchase, and where your followers are in their purchasing journey. Then, ask yourself the following question: How can we help you? Capture the answer in a clear sentence.

Create your buyer personas

Gather all your research and start grouping common characteristics. By grouping these characteristics, you’ll have the basis for your personas.

Give your buyer persona a name, job title, home address, and other defining characteristics. This is not a simple list of features. It’s a detailed and specific description of a potential customer. The goal is to create a persona that looks like a real person.

As you develop your personas, be sure to describe both what each persona is currently and what it wants to become. This way, you can begin to think about how your products and services can help them achieve that goal.

Whether it’s improving your brand’s overall experience, adjusting your prices, or creating marketing content that really resonates with your customers, creating buyer personas is essential for the success of your business.