A buyer persona represents your ideal customer. It’s a semi-fictional representation of your best potential buyer based on market research and real data about your existing customers. It’s also called an audience persona, a marketing persona, or a customer persona.
Some characteristics you’ll give a buyer persona include geographical location, age, interests, and more. Your goal is to understand your customer’s goals and challenges. This way, you can understand their pain points and provide solutions through your products or services.
Below are the best places to obtain data to help you begin your research and create buyer personas for your brand.
Sales refers to your existing customers. These are the ones who already bought your products or services. They’re a great source to learn more about your ideal buyers because they’ve tried your products or services and engaged with your company. At least some of them represent a buyer persona for your target market.
Aside from the usual demographic data, such as age, location, and occupation, you’ll also gain insights on which features happy customers liked. On the other hand, unhappy customers will tell you what was lacking.
A customer relationship management (CRM) system is a tool that you can use to store customer data, track customer interactions, and share information within your company. It’s also an excellent resource to research your brand’s buyer personas. Some information you can obtain from the CRM system includes:
- Updated information about your existing customers
- Information on leads—those who engaged with your company and expressed interest but didn’t buy yet
- Data representing the channels that drive sales
- Data representing the channels with the most interactions with existing and potential customers
Make sure your CRM system is integrated properly into all of your business activities, though. This way, you can take full advantage of its features and the data it provides.
Facebook Audience Insights
Facebook Audience Insights is designed to help brands learn more about their target audiences by providing information about their geography, demographics, and purchase behavior. This Facebook tool also shows you aggregate information for three groups, namely:
- The people who connected to your page
- Your target audience
- All Facebook users
Examples of data you can gather by using Facebook Audience Insights include:
- Demographics (e.g., age, gender, education, household size, relationship status, job title)
- Interests or page likes (e.g., sports, movies, fitness)
- Where people live and the language(s) they speak
- How often a user visits Facebook
- Buying behaviors of a person, including past purchases and purchase methods
Surveys and focus groups
Asking directly for opinions through surveys and focus groups can also help you create buyer personas. When you have hundreds of prospects, conducting a survey will help you categorize your target market. You might end up with a few buyer personas, each with their own unique characteristics.
The exercise also prevents ineffective marketing because you understand the differences between your target audiences and you can provide each group with the right services and offers.