If you are new to selling online buyer persona also known as customer Avatar is one concept you will hear more often as you try to figure out how marketing work on the online world.
What is Buyer Persona?
Buyer Persona is a marketing concept that talks about defining the ideal customers or clients for a product or services, it entails defining the personalities and characteristics of your potential customers.
Sellers, businesses and entrepreneurs use buyers persona to define the set of people among the general public they should be targeting with their marketing campaigns.
As a seller, business or entrepreneur that have a product or services to sell, you don’t want to invest your resources trying to reach people who are less likely to be interested in what you have to offer, buyer persona helps you filter out of the general audience those with a high possibility of patronizing your offer.
The two major part of customers avatar
There two major aspects of buyer persona to define when creating a buyers personas for your products or services, they include:
1. Demography data
Demography data entails clearly defining things like the Age, Gender, Location, Profession, income, etc of people who are likely to buy what you offer or do business with you.
To define demography data of your potential customers you can ask questions like:
- What is the age or age range of my ideal customers?
- What is the gender of my ideal customers, male, female or both?
- What is the relationship status of my ideal customers
- Where do my ideal customers live, state, country, region or global?
- What is the educational background of my ideal customers?
- What is the profession of my ideal customers?
- How much is my ideal customer earnings?
More questions about the personalities of your ideal customer can come in here to make it more targeted.
2. Psychographic data
On the other hand psychographic entails that you define the Goals, desires, interest and behaviour, fear and challenges of your potential customers or clients in relationship with your products or services.
On this section you can answer questions like:
- What are the goals of my ideal customer as related to my product
- What are the desires of my ideal customers as relate with my product?
- What are the challenges of my ideal customers?
- What are my ideal customers hobbies?
- What are my ideal customers’ fears as regards to my offer?
- Where do my ideal customers socialize online?
- Where do my ideal customers get information regards to my product?
- Where do my ideal customers get inspiration regards to my products
- Which public figures do my ideal customers follow online
Don’t be limited with the questions list here, the goal is to answer enough questions that will give you a clear understanding of who your ideal customers really are.
Having all these ideas about your potential customers or clients will help you reach more of the right people with your product.
Important of having a clear defined buyer persona
There are some advantages of having a well-defined customers avatar for your business or product.
Brand voice and clear marketing communications
One of the costly mistakes you don’t want to make especially when marketing online is trying to craft a marketing message that will appeal to everyone.
This is ok when marketing through traditional marketing channels like billboard, radio and television, with traditional marketing channel, the goal is always to throw as much possible marketing message out there and hoping that something stick with some people.
Although, in some traditional marketing channels defining who your customers are can also help in picking the right program or show to advertise on.
Buyer persona helps you understand the kind of people your products and services are meant for, instead of trying to communicate to your potential customers and clients in generic style and tone, you can craft your marketing message using languages, tones and words that will resonate with the people you are trying to reach at the same time creating a brand voice for your business.
2. Save cost and resources
A well defining buyer persona helps you save cost and resources that would have been spent trying to reach everyone.
Both in organic or paid marketing strategy you don’t have to spend all those time and resources trying to reach people who are not likely to buy from you or do business with you.
The Best time to create customer avatar for your business, products or services
The best time to create customer avatar is before launching your business or products, the data you will get about your ideal customer or client can help you improve your product or service features.
The second best time to create a customer avatar is now.
You don’t want to keep focusing on the wrong audience for your products while you can channel all those resources, time and energy to reaching people who are ideal for what you have to offer.
Do you have a buyer personal for your business, products or services?
What do you think about buyers persona? Please share with us in the comments.
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