“Effective messaging emerges at the intersection of what your buyers want to hear and what you want to say.” Adele Revella,
You need to know this when you are designing a new service. You need to know this when you are refining your customer experience. You need to know this when you are creating content for content marketing purpose. If you are not aware of this missing link the result you expect will be difficult to achieve.
This missing link is knowing your buyer persona. Designing or creating without knowing the buyer persona is like firing blind. Many readers may not be aware of the term buyer persona.
Sam Kusinitz of Hubspot, defines buyer persona as ” A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.
Buyer personas provide tremendous structure and insight for your company. A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business.”
Who your buyer is? What does he do for work? What he does for relaxing? What does he do for commuting? Who are there in his family? His age/education and likes/dislikes? What are his challenges? What are his pain points? What is his goal?
Knowing all these are very critical in times when days of mass marketing are over long back.
Lets us take a real life and now the hot topic of GST. While the Govt designs any new service it has to consider various buyer personas. In the case of GST knowing about the personas of different kinds of taxpayers is important homework. One size fits all kinds of service is bound to fail and create pain rather than pain relief.
Infrastructure at Rs. 100 mn turnover taxpayer is different from Rs. 10 mn turnover taxpayers. The life of both of them is different. Their challenges of business, their pain points, their cash flow and working capital, their profit margin everything is different and everything matters.
Right segmenting the buyer persona, and their life cycle stage is very important. For GST the Govt will not face competition, but face unrest from the taxpayers. However, when this happens in the private sector and competitive market, the customer is lost or missed the sales opportunity.
Example of buyer persona of a real estate company:
‘First-time Buyer Jay’
Jay is a single professional in his 30s who owns his own company. He has rented properties for years and has finally saved enough to invest in his first home. He is very social, so location is very important to him, as well as good security and luxury finishes. He is extremely digitally savvy, so will conduct his entire home search online, reviewing many properties along the way.”
Now you now abut Jay so you can target your content to answer his needs. Though he is a fictitious character, everyone falling under his persona would be interested in your targeted content. Your content or your design experience will appeal to them more than your competitor who is generic about his whole approach.
By knowing buyers persona in advance you know about;
1) Buyers goal
2) Buyers journey
3) Buyers challenges
4) Buyers pain points
5) Buyers decision criteria
Knowing this helps the company in better addressing their needs. Service designers are using this for better service design, experience designers are using this for better and customised experience design, and now content marketers are using to create targeted content which converts.
“Catching someone’s attention and being heard amid this streaming torrent of information is the greatest challenge of contemporary marketing.” Adele Revella, Buyer Personas: How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business