Creating an effective buyer persona
Creating a buyer persona is a great way to ensure products, services, and marketing strategies are resonating with the right audience, but the detail, accuracy, and quality of each persona is important.
Creating an effective persona includes considering the specific background of the buyers, how old they are, their life goals, who they socialize with, what problems they face on a daily basis, and anything else that sheds light on their daily experience. Make sure that the information is based on factual data to avoid creating a persona that doesn’t represent an actual audience.
Larger businesses may have multiple personas, but in general, less is better. The more concrete and focused the target audience, the more a company is able to cater to that audience.
Creating negative buyer personas can also be an effective way to understand ideal customers better. This strategy involves creating a persona for a customer the company doesn’t want to cater to. It might include demographics that have no use for the product, customers that are too expensive to acquire, or students who engage with blog content but have no intention to buy.