Understanding the people who support your business is one of the most strategically profitable moves you can make. Building a business customer persona, or buyer persona, will help you not only identify the consumers most likely to buy from you, but also help you understand how you can best engage with them. So, how much do you know about your business’ customers?
A customer persona is a developed representation of your ideal consumer based on data collected from your own or others’ research. These personas will help you narrow your marketing message and streamline your communication, reaching the most qualified buyers.
You wouldn’t use the same digital marketing method to reach a group of finance industry c-level executives as you would an audience of millennial start-up owners. By creating your brand personas, you attract high-value leads who are interested in your product or service and more likely to convert from content consumer to loyal customer.
Customer persona creation supports your business in:
Knowing that a buyer persona is important is step one. Next, you’ll need to determine how in-depth your research will go to build out the persona.
You likely already have basic details about your customers based on website analytics, customer satisfaction surveys, and purchase history. To fully develop the semi-fictional consumer identity, you’ll want even more insight into their lives and spending habits.
Consider research that will allow you to understand buyer-specific details, like:
This personal information will help you understand your customers’ motivation for purchases and engaging with your brand. There are several avenues available to collect the information you need.
Today’s consumers are more aware of withholding their personal information than ever before. However, research suggests there are ways to connect with your audience and gather the data you need without leaving your customers fearful that you’ll use their information in a harmful way. Try these data-collection methods:
Use the data you collect to create detailed customer personas that support your marketing strategies, product development, and strengthen your loyal customer base. Admail can help you develop HTML responsive emails that will engage your users. Connect with us here to see how the comprehensive Admail system works.