July 30, 2019 | Yvonne Bertovich

Demystifying Buyer Personas: What To Know & How To Use Them

Already mystified by this concept? Fear not, you'll be among the ranks of buyer persona experts, like our team at VIEO, in no time. Be sure to check out our bonus video about buyer personas at the bottom!

A buyer persona is simply another term for a semi-fictional person that doesn't really exist, but is based off of someone really real. A buyer persona represents your company's ideal customer — whether they are actually purchasing products or services or just interacting with your content — depending on the nature of your work.

You may already have more questions. Such as...

HOW DO I COME UP WITH MY COMPANY'S BUYER PERSONA?

You can approach the development of your company's buyer persona, or personas, with a few steps. It's important to consult everyone in your company for input, as each department can have different insights as to what makes your best customers tick.

Using VIEO's own example, "Marketing Mary," this persona was developed by asking a few key sets of questions.

  • Company-specific: Where does "Marketing Mary" work? What kind of position does she have? What's her approximate salary? Where does she fall in your buyer's journey?
  • Lifestyle-specific: Does she live in the city? Does she have idle time during her commute? When is she looking at social channels? Does she go out often?
  • Personality-specific: How does "Marketing Mary" consume information? Does she prefer Instagram over Twitter? LinkedIn over Facebook?

Why ask these sets of questions? Well, determining as much as you can about your buyer persona can help you figure out how, when, and where your persona consumes information. From there, you can determine how to get your information to them at the right place and at the right time.

 

 

HOW DO I LEARN MORE ABOUT MY BUYER PERSONA'S PREFERENCES?

There are a few ways to access this information.

  • Consider polling current customers: Reach out to some of your existing customers. Find out what they liked or disliked about your products or services, how they heard about you, and what problem they were trying to solve when they chose you.
  • Use analytics tools: Examine your metrics or reports from tools such as Google Analytics or the insights feature on Facebook or Instagram. At what times of day are your posts receiving the most engagement? The most likes? On what channels do you successfully interact with your customers the most?

CAN I HAVE MORE THAN ONE BUYER PERSONA?

Yes! It actually works in your favor to have a few different buyer personas. This way, you can specialize content to specific channels, if need be. "Business Owner Beth," another VIEO example, may spend her mornings on LinkedIn, making this prime time to post a free tool she's interested in. "Marketing Mary," on the other hand, may not log onto her social media until after work, making it more reasonable to craft a Facebook ad for the evening hours.

However, you'd be at a disadvantage to have too many different personas. You can't please everyone, you can't sell to everyone, and not everyone will benefit from your products or services. You want to exert your efforts where they'll have the biggest positive impact — for both your company and your customers.

 

 

WHAT ELSE SHOULD I CONSIDER WHEN CREATING CONTENT FOR MY BUYER PERSONAS?

When creating content for your different buyer personas, there are a few key sets of questions to consider.

  • Blogs: What is the topic, title, or level of difficulty? Is it humorous? Are there any gifs? How much research needs to be done?
  • Video: What does the video cover? What is the setting? How are your "actors" dressed? What's the tone?
  • Social media: What platform are you sharing the content? How tailored or specific is the content?
  • Language: What kind of language are you going to use? For example, is it serious, informal, or funny? Is it traditional, contemporary, or edgy?

And remember, regardless of what persona you're trying to create for or reach, people love stories. Use this to your advantage. If you can craft content that resonates with both present and prospective customers, you'll be well on your way.

Still eager to learn more? Check out our video below, featuring buyer persona expert, Lauren Nettles.

Yvonne Bertovich

Yvonne Bertovich

As the content marketing specialist for VIEO Design, Yvonne Bertovich offers some serious research chops, boatloads of personality to everything she writes, and an infectious adoration for jellyfish to the VIEO content team.

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