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How to create a buyer persona that refines your marketingactivities

How to find your ideal customer

As marketers we understand the value of the many things that help us to do our job, things like content, resources,various marketing channels and time. A lot of our success depends on utilizing each of these different thingsaccordingly whilst focussing them around an entity that gives our labour purpose.

The entity that dictates our marketing activities is personified in the semi-fictional characters we create throughresearch and a bit of educated speculation, namely Buyer Personas. They represent our ideal customer and help usto refine our marketing activities.

Buyer Personas are an integral part of any inbound marketing campaign as every single marketing step is dictatedby them! They are particularly important for the sales and marketing departments as the marketing team needs toknow to whom they are marketing to, and the sales team needs to know to whom they are selling to.

When you start to create a Buyer person it's advisable to conduct research and get some first hand insight from yourcurrent client base by sending out surveys or conducting interviews with prospective clients. Check out a fewquestions below that you need to ask yourself/your clients when you first think about how to create a buyer persona:

Getting to know your ideal customer

1.What is their demographic information? (Age, social status, education...)

2.What is their job and level of seniority? (Their industry, if they have decision making authority, who do they reportto?)

3.What does a day in their life look like? (Interests, social/work life)

4.1What are their pain points? (What are the problems they face in their industry?)

4.2What do you help them solve? (What can you contribute to the solution of their problem?)

5.1What do they value most? (How do they measure success?)

5.2What are their goals? (What do they hope to achieve?)

6.Where do they go for information? (What channels do they use to obtain information? Where do they spend theirtime online?)

7.What experience are they looking for when seeking out your products or services? (What values embody their ideaof a 'perfect' service or product?)

8.What are their most common objections to your product or service? (What do they need in order to make a moreclinical decision?)

By answering these questions by yourself and analyzing answers from your current clients and any of yourprospective clients you will help your company to get to the core of who your ideal customer really is! It will help youto market and sell to the people who genuinely have an interest in your product or service, saving you time andmoney as well as helping you utilize all the things that aid you in doing your job to the best of your ability.

Need help creating your Buyer Persona? Why not contact one of Oxygen 2.0's consultants and let us help youunearth your ideal customer to help you refine and maximize your marketing activities today!

Posted by Dewet Boshoff on Fri 06 Feb,2015

Dewet is originally from South Africa andhas been living in Asia for almost 10 years.He found his calling in China, becoming afluent Mandarin speaker whilst studyingBusiness & Chinese at ShenzhenUniversity, and was among the first cohortof foreign students to graduate withhonours there. He is an inbound marketingscholar and social media enthusiast. Dewetdelights in using his language skills topromote inbound in China and to educatethe West on Chinese social media. WhenDewet isn't on the job he enjoys outdooractivities, traveling to exotic locations and socialising with his friends-online and in the real world!

Topics: Inbound Marketing • Buyer persona

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