Have you ever bought a loved one a present, thinking you’ve nailed it, and expecting their whole face to light up upon reveal? Only to have your expectations crushed along with theirs.
You got it wrong. More importantly, you got them wrong.
Like gift giving, you want to make your digital marketing agency, services, and product sales pitches spot on every time. So creating buyer persona profiles is a must, not only for your buyers’ success but yours too.
The best way to do this is to ask the right questions when creating your buyer persona profiles.
Before we begin, let’s define buyer personas.
What are buyer personas?
A buyer persona is a detailed fictional representation of a customer based on market research data from existing customers. This includes demographics, behaviour patterns, motivations, goals, and needs.
The more detailed this is, the more beneficial it will be for your digital agency (and for your clients) to establish priorities, develop products and services, and creating strategies that will increase the likelihood of visitor attraction, leads and customer conversions.
Importance of positive and negative buyer personas
It is necessary to develop both positive and negative buyer persona profiles as early indicator signs of which clients may not be in your best interest to work with or for.
Knowing their personas is important because it will influence the way you speak and position yourself to them. Whether it be using specific industry terms, or keywords that will grab their attention, knowing what marketing assets to create and how to position them effectively is a sure way to achieve this customer conversion.
Use ourAgencySavvy’s Buyer Personas Template (found in our Savvy Agency Kit) and follow the 13 questions below as a guide to create positive and negative buyer persona profiles. Remember, you can use this for your agency internally and your clients.
- Buyer Persona:
Let’s start by giving your buyer persona a name. If your customer is a health foods company targeting fitness figures, your buyer persona could be Bodybuilder Ben. If you’re using this internally, a common client of digital marketing agencies is Marketing Managers Mary. Give your buyer persona a name to make it more “human”.
- Potential Financial Value:
If you’re able to put a number to how much average revenue the target audience is able to bring in, write it down. You could find this information through previous spendings. If you can’t, don’t worry, you can fill this in later. Moving on!
- Goals: What are they aiming to achieve?
Make sure you understand what they want to achieve in the short, medium and long term, and establish what they want to feel during the process of working with you. Determining both, their business and marketing goals will help you guide them in the right direction. After all, you wouldn’t encourage a marathon runner to enter a bodybuilding competition.
- Biography: What’s their backstory?
Everyone’s got a story, and it’s often our experiences that define who we are in the present and what we want to achieve. So find out their age, where and what they studied, and what their personal life and values are in order to understand what shapes their perspective.
- Biography: Where and how do they live?
Understanding your buyer’s home life can help paint a strong picture of what they will want and need from your agency. Factor in what their living expenses are in comparison to their household income, their family size, if they live in an urban, suburban or rural area. Each answer will impact product and service options.
- Biography: How do they spend their free time?
How your buyer spends their free time is a great indicator of their wants, habits and daily patterns. If you notice they post about events on social media every weekend – use social media ads to grab their attention! Focus on what drives their frequent behaviours and interests in order to maximise your marketing efforts.
- Biography: What is their job title?
Your buyer’s job title can highlight their decision-making power in regards to quotes and deals. A junior administrator cannot make sales decisions in the same time frame as a managing director, so find out their education level, professional background, skills, abilities, and their team structure environment before presenting your first pitch.
- Personality: How tech-savvy is the buyer?
If you’re dealing with someone who loves the online world, chances are they already have preferred platforms. Simply find out what it is and be where your customers are! On the other hand, if your buyer has a stronger knowledge foundation somewhere other than technology, your product or service options may need to be tailored to the lingo they can easily understand
- Motivations: What drives them to do what they do?
People rarely change unless motivated to do so, and businesses are often similar. Discover what’s driven them to seek this change and why it’s important to them. Further pinpoint any limitations or pressures that could negatively affect the change process (budget, company culture, official regulations etc.) as these may impact their frustrations and fears.
- Frustrations & Fears: What do they expect from purchasing your product or service?
Your buyer’s expectations impact how satisfied they will be, so it’s key to exceed (or at least match) their perceived value. Speak to your customers, take very careful notes of their behaviour and habits and find out what are their “jobs to be done”. Defined in the book, “The Innovator’s Toolkit”. “Jobs to be done” is an approach that guides toward innovation and helps improve current solutions. Take Harvard Business Review’s McDonald example.
They initially thought they knew the demographic profile of their perfect milkshake customer (Yes, you heard that right. A milkshake customer profile).
After they did their research and in-depth observation, they found out that the people who bought the milkshakes the most did not care about the ingredients but rather bought it because it was convenient and thick enough to keep them full for longer.
Imagine if they had used their marketing budget on expanding the flavours of their milkshake? What a waste it would have been.
So, knowing the customer’s “job to be done” will help you understand their root problem, why they do what they do and how they believe it will help them solve that problem.
- Information Sources: Who do they turn to for advice and information?
Who and where your buyers get their information and advice from will majorly influence their expectations of your service and product. Some buyers prefer to follow industry magazines, others are inspired by conferences and blogs.
This can guide how you spend your marketing budget to reach the audience that is better aligned with the company’s needs.
- Common Objections: What could make them choose to buy from your competitor instead of you.
Use your unique selling proposition (USP) as the focal point of why you are the better choice over your competitors. Whether it’s exceptional customer service, the superiority of product, or eases of the process, make sure your USPs promote the benefits that will give you the edge over your competitors. When you’ve collected the common objections, later you can use content (through articles, ebooks, podcasts, and other channels) to provide valuable and educational information and reduce any potential hesitations — proactively!
- Words & Phrases They Use: How do they talk about your industry, services & products?
Your buyers’ understanding of your industry and the lingo they use will vary depending on their own industry and role within their company. Note down the recurring terms and choice of words that your customers use.
What you think is logical and industry standard may not be what they search for in Google or explain to their friends or colleagues. Using their choice of words (if and when applicable) can help them better understand and relate to you, your company and your offerings.
- Success Metrics: How does the buyer define success in the workplace?
This question applies to your B2B customers the most. Knowing how your buyer personally defines success in the workplace is highly beneficial. Some people define workplace success by their revenue, others by productivity. Their personal definition will provide you to an opportunity to create an alignment between marketing and sales that can make them look good and positively impact their career. After all, their success is your success.
- Your Unique Selling Proposition: Why do people choose you?
Potential objections from your prospective customers are often based on their perceptions, past experiences, fears and concerns. Use your content to help answer these objections early in. Talk to your sales and customer service teams about this as they’re on the front lines and interacting with customers every day.
Ask them what common questions they receive and the common reasons as to why they choose not to buy the product or service. Creating a buyer persona profile can really tell so much about what makes your customers tick and can guide your product and service offerings too.
Well, there you have it.
By combining all the buyer persona information you can highlight how exactly you can ease their pain points, spend your marketing budget effectively and most importantly, ensure their goals are achieved. Win-win.
Download our Savvy Agency Kit has a neat fill-in-the-blank Buyer Persona Template for you to compile all the need to know answers to create effective buyer persona profiles.