As mentioned in the introduction article, defining the different buying personas for your business is not an easy task. In the digital age, however, it is vitally important for the success of your business.
The aim is to create archetypes or models of the people who represent your actual target buyers. Once you have defined the different personas it is useful to give them names (for internal use only!). You can even find photographs or illustrations from picture libraries that best represent these personas so that everybody in your organisation can picture the different buyers and understands what these buyers are looking for from you.
The work of defining the different buyer personas for your business is best done by a team of people the majority of whom should have customer facing roles. These are the people who will be able to give you the best insight into the buyer types.
The task of developing these buying personas is best broken down into two distinct phases. Initially, a good brainstorming sessions is required to list all the different types of buyer you can think of for your products and services.
Once you have created a list of all the buyer personas for your business the next stage is to build up a detailed profile for each one. We recommend breaking the task down into manageable chunks:
When you have gathered all this data for each buyer persona everyone in your business will have a much clearer image of each and every persona. As a consequence, you will be in a position to create the content that each individual persona is interested in.
If you would like help clarifying and defining the buyer personas for your business, give Alan Myers a call on 0116 278 7788, we’d love to help.