A Buyer persona is a set of semi-fictional representations of your ideal customers according to the marketing research and data collected from your existing customers. The data for building up personas can be collected through research, surveys, and interviews etc. which are with a mix of customers, leads and those who are not in your contacts database but might align with your target audience. There are several common and practical way for you to collect the data you need:
- Contact database: observation on the trends about how certain leads or customers find and consume your content
- Forms on websites: collection of important persona information like company size
- Sales team’s feedback on the leads they are interacting with most: generalizations about different types of customers your business serve the most
- Interview with customers and leads: discover what they like about your product or service directly
You may wonder how to use the raw data you collected during the marketing process. Hubspot’s persona function may help you to use automaized and systemized way to distill the important information for your business and identify patterns and commonalities from the answers to your interview, then develop at least one primary persona, and share that persona with the rest of the company.
Complete buyer personas are important for expanding your business customers base which help you understand your customers, as well as prospective customers better in well structured format. It would be much easier for you to map out your content, messaging, product development, and services to meet the specific needs, behaviors, and concerns of the members of your target audience. The time and resources of your teams can be allocated in the proper way with handling the persona information. You can also build up a “negative buyer persona” which means who you do not want as a customer. For example, in order to save the time cost, sending a promotion email to all the contacts in your database may not be the best choice. Instead of spreading the leads nurturing emails to all, you can now segment by buyer persona and customize the message to what you know about those different personas.
If you want to know more about targeting specific audience groups in a more accurate and efficient way, do not hesitate to contact the Hubspot experts in Hong Kong of digiEasy.