Are you struggling to boost your sales? Are you trying to stand out from the competition, but your sales are stagnating and you can’t find new buyers? In marketing, targeting everyone is like reaching no one. Nowadays, determining a buyer persona is still very often neglected by companies, wrongly since it is the starting point of any communication strategy to achieve its objectives. Discover, in the rest of this article, the usefulness and interest of defining your ideal client as well as the steps to design it.
What is a buyer persona?
[…] personas provide us with a precise way of thinking and communicating about how users behave, how they think, what they want and why. Personas are not real people, but are based on the behaviors and motivations of real people that we have observed and represent them throughout the design process […] Alan Cooper
The concept of personas was founded in the 2000s by the American Alan Cooper, designer and programmer of computer software. This methodology consists in creating the identity card of a fictitious character, representing a whole of the target population with identical purchasing behaviors. The writing of these personas sheets is built from a real audience by collecting relevant data. It is thanks to a meticulous analysis of the latter that the designers can then imagine their offers, being certain of responding precisely to the needs of the users and customers they represent.
How can this powerful concept become a growth lever for your business? Concretely, the implementation of buyer personas will give you an advantage in the development of your future digital communication campaigns and your content strategy. Indeed, by anticipating the desires of your target market, you participate in the optimization of your conversion rate (transforming more qualified prospects into customers) and moreover the increase in your turnover.
Furthermore, Social Media Verification Service are also a wealth of opportunities to gather information. Based on the pages liked, followed and shared, you can optimize the value of your content and find information on consumer expectations. According to a study by Ski Nova, the 4 networks most consulted by companies in 2021 are: Facebook (72%), Instagram (59%), Twitter (48%), LinkedIn (29%).
Define an ideal typical customer profile
Socio-demographic marketing targeting
Collecting demographic information determines who your target market customers are. It allows you to more clearly identify your ideal consumer. It is one of the easiest segmentation criteria to collect. Among these are:
- age, sex, family situation, level of education;
- socio-professional category (CSP), income;
- place of residence and work.
Psychographic marketing targeting
These are the segmentation criteria based on: interests, beliefs, values, passions or life goals. Unlike previous targeting, which is defined as a more personal approach to finding out who the customer is, psychographics help you understand why the consumer is buying. Thanks to all this data, you inevitably influence their purchasing behavior.
Behavioral marketing targeting
These valuable analytics are key to understanding consumer behavior. They provide information on how the user navigates on your site. This is why it is strongly advised to always forge links with its customers. Who are they? What category do they fit? This will provide you with relevant and significant solutions according to these different categories:
- purchase frequency;
- consumption habits;
- customer loyalty;
- the number of purchases;
- the behavior of visitors to a website/application;
- email receipt behavior;
The obstacles of buyer personas
“Customers can’t always tell you what they want, but they can always tell you what’s wrong. »Carly Fiona
What are your persona’s frustrations? Accurately describe its problems and complications. What could prevent him from buying your product/service: a tight budget, a fear of being scammed, a lack of technical knowledge, etc.?? This understanding thus makes it possible to anticipate the solutions to be considered in order to trigger the consumer’s purchase.
The motivations of buyers
To set up marketing actions adapted to your target, it is very important to fully discover their motivations. Because there are many reasons that push your customers to make a purchase. They therefore need to determine their needs through several methods.
First of all, the acronym REPERES makes it possible to anticipate the 7 concerns of consumers, namely: Recognition, Ethics, Price, Emotion, Renewal, Efficiency, Safety. Thanks to them, you will be able to adapt the right sales pitch according to the benefits sought by your customers.
Then come the ablative motivations (altruistic consumption) which push the consumer to please others. For example, flowers top the ranking of the most spontaneous gifts. As for hedonic motivations (focused on personal consumption), they influence the triggering of purchases by the immediate desire to please oneself.
⏩ Read also: Inbound Marketing Strategy and Concrete Example
Collect customer data
At this point, you need to set goals. Do you need to collect qualitative, quantitative data? How do you want to get feedback? What levers are currently available in your niche market? Be aware that it is quite possible to collect these answers by yourself or to call on a third-party company. According to an Accenture study, 91% of consumers are more likely to buy from brands that recognize them, remember them, and provide relevant offers based on their desires. So much so that 75% of them are ready to share their information in complete transparency in exchange for individualized offers.
If you have an e-commerce site or a blog, you actually have more leeway to collect your customer data, given the number of methods available (free content to download, search for SEO keywords, cookies, pop-up windows, Google Analytics, Google Search Console or Google keyword Planner, etc.). However, if you are one of the latecomers without any website, don’t panic, you can still boost your sales using traditional techniques. Here are some sources of information to collect this data:
- paper satisfaction surveys or online surveys;
- CRMs (customer databases collected, recorded and analyzed);
- loyalty programs;
- the collaborators;
- telephone calls;
- point-of-sale games;
- sending the receipt;
- Google Business Profile;
Create the composite portrait of your target
Creating a persona sheet
Once all these analyzes have been collected, you have all the cards in hand to build your buyer persona. In concrete terms, you will humanize your robot portrait by creating an identity card for it. Not only by giving it a fictitious first and last name, age and profession, but also by giving it life through a visualization icon: a photo, an avatar or even an illustration that will allow you to put a face on your ideal client. You can add a quote (“Simplicity is the supreme sophistication” Leonardo da Vinci) in order to define a personality that sounds closer to reality. Ultimately, the persona template or target customer is represented according to concrete criteria.
Illustration of a buyer persona identity card. Source: Apixaban
It is quite possible to identify up to four or five buyer personas for an SME, that is to say four or five typical consumers. This figure can even be multiplied by two for a successful company. For a young company, focusing on two targets is preferable.
To conclude, it is recommended to update the personas sheets every year and ideally every quarter, because expectations can change. In practice, early niche personas can completely fade or change depending on the size of the market.