Customer Engagement: Buyer Personas

Updated on 12 July 2019

Steve Jobs famously said “Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves.”Easier said than done, right? How do you connect with your customers and get close to them, if you don’t know who they are in the first place? To be able to understand who you serve, you must be able to define your audience. Once you understand who your ideal customer is, you can start engaging that customer in a manner that reaches them and subsequently grows your reputation and brings in new business.By having a picture in your mind of your ideal Customer or what is generally referred to as a Buyer Persona, you can make critical sales and marketing decisions that will take your Company forward. Without a properly established Buyer Persona you will not be in a position to guage the need of your potential market. In turn you will not know which Marketing Strategy and message will be the best.

What is a Buyer Persona?

According to HubSpot, a buyer persona is “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers”.

By understanding what your Buyer Persona wants to accomplish, or what (s)he is interested in, you can create the kind of content on your own website that will help these Buyer Personas (who represent real customers) to achieve their own goals. If they get the answers to their questions or the means to achieve their goals on your website, they will remain as existing customers and may even refer new customers to your website.

How to Create a Buyer Persona

The first step is to gather relevant information for your Persona. Information such as demographics, income, occupation, interests, location and level of education can be utilised. You can gather this information through customer surveys or interviews with customers and prospective clients.

There is a myriad of templates available on the Internet which you can utilise to complete the information you gather and to generate the Buyer Persona. HubSpot has one, and templates can also be obtained from the following websites:

The second step is to define the goals of the Buyer Persona. According to Tony Zambito there “are underlying goals driving people to make the choices and decisions, which are before them. It involves the use of a goal-directed methodology to understand buyers within this context.” For your business, you therefore must determine what the underlying goals of your business’ Buyer Persona is and what drives them to make their own choices and decisions. Questions you may ask your Buyer Persona might be:

  • What’s important to the them and to their Business?
  • What’s their target market?
  • Where do they get the information for their Business?
  • How do they intend to get customers for their Business?
  • What are their personal goals?
  • Why do they need your product(s)?

Based on their answers, you can determine their goals.

The third step is to give them names. This may sound a bit wacky, but it makes the person(s) real in your own mind. Once you have all the information you can complete one of the Templates (or create your own!) mentioned above.

How to Use the Information of your Buyer Persona?

With your Buyer Persona(s) in mind you can:

  • Create the ideal Marketing Strategy for your business.
  • “Pitch” your business to him/ her and set out (on your website and through your Social Media and other Digital Marketing Campaigns), how your business can meet the needs and goals of your ideal customer.
  • Create the Ultimate Digital Marketing Funnel (which will be covered in the next post); and
  • Discover where the best places (websites and social media platforms) are to find these customers and what to “pitch” to them.

In Conclusion

The ultimate goal of any Company is to grow their Business. You can in our view only do that with an effective Digital Marketing Strategy. The first step of such a strategy should always be to create a picture of your Ideal Customer (Buyer Persona). Through this process you will be able reach your customers online and effectively engage them. Properly engaged Customers are happy customers and a happy customer grow the reputation of your business and brings in that all important new business. In another article we discuss having a GoogleMyBusiness presence which also enhances customer interaction with your brand.

Contact Us for more Information and for our assistance to grow your own Customer Base.