As a businessman who works in the field of e-commerce, you certainly want a lot of people to be interested in visiting the website created by you and buy the products that you sell. And to do that, you need some strategies like SEO techniques that are reliable, and the most important is to map the prospective buyer. Mapping of potential buyers is very important to ensure the sustainability of the site that you created. One method that can be done to attract prospective buyers efficiently and appropriately is to build a buyer persona. What is a buyer persona?
The buyer persona is a representation of your ideal customer you’ve made through thorough research and by using the data that you get from your current customers that include demographic data, patterns of behaviour, motivations and objectives. The more you have detailed descriptions of your buyer persona, the greater your chances of making products that are needed for your business standing.
And in building the right buyer persona you can’t do it haphazardly, here are some tips that can help you build an effective buyer persona.
Buyer Persona: A Guide On How You Efficiently Target the Right Customer
1. Identify The Questions You Would Ask
The first thing you should do in building a good buyer persona is to provide basic questions but detailed that will be asked to the people who will be interviewed. In this case, it helps if you break down these questions into three categories, namely category of personal background that includes their demographic circumstances, such as marital status, income per year and where they live. This category also includes educational background as well as their career path.
The second category is the background of the company where they work. Ask detailed questions to them about the environment they work, such as the focus areas of the company as well as how big the company they work (can be seen from the number of employees, etc.).
The third category is their role in the field of work they pursue, and the challenges they face and their hopes and goals that they hold in performing their daily tasks.
The fourth category is the life of a virtual world that they pursue. As from where they receive a wide variety of current news, blogs they often visit and organisations or social networks in which they participate.
And a fifth category is the habit of shopping they do. Such as how they interact with the seller, and whether they use the internet service in the purchase of such products, as well as when they did their last purchase.
2. Sort Out The Appropriate Data Collection Techniques
The next step you should do is to select the appropriate data collection method to create buyer persona. Two methods that you can consider is the method of survey and interview. If you are using interviews, you can interview customers who’ve tried your product. And in this case, you have to accept not only the interviews that flatter your products but also the result of customers who are not satisfied with the services or products you launch. Thus, you will know the advantages and drawbacks of your company.
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3. Start Building Your Buyer Persona
Once you get the full data from respondents who’ve already been interviewed, it’s time to harness the power of your analysis to identify patterns and the objectives that lie behind such behaviours. Thus, you will be helped to understand the mindset of the consumer.
Discuss with the entire marketing team in creating buyer persona with pointed patterns of behaviour that they know well. You can give a name and even design a face so that the person look more realistic and exciting.