So wondering what buyer personas
are, well they are research-based profile of an archetypal customer that
represents needs of many. Now you may be wondering how this personals work for
B2B, well they bring focus, empathy and consensus to your campaigns.
For ex- When designing a campaign
you tend to think everything in a larger picture, but in reality bigger
audience + more targets = less focus.
How Personas solves your problem?
By creating buyer based personas
would help you become more targeted and truly understand who your buyer is,
just build up a profile that includes a story about the person, what are his
lifestyle all about and you are good to go..
The Start:
Just begin by drawing goals and
attitudes. Ask questions like what do they respond to? What are their behaviors
Do your research perfectly.
Collect Information:
The best way would be to
interview. Once buyer personas are determined schedule user interviews that
last for almost 20 minutes and try and cover information that you would require
to build a successful campaign.
Create personas:
- After gathering all your research
data, start developing unique segments that groups:
- Goals (what do you want to
accomplish)
- Behaviors (what they do)
- Attitudes (knowledge, perception)
into unique segments.
You are successful, when you know the personas are:
- Distinct from each other
- Cover the market
- Feel real (I’ve talked to that
person)
- Easy to explain
Avoid Mistakes:
Do not skip research. You may get
away with it in the beginning but troubles would start pouring in when you have
to push it through the clutter.
Summarizing:
Remember personas are full sized
businesses that help you to get your positioning right. But the challenge is to
make out time to devote for preparing the personas. Once you have able to
achieve that you have already won half the race, the rest will fall in place
accordingly.