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Buyer Persona Kit for Marketers

“Buyer Persona Kit for Marketers”

What are Buyer Personas?

Buyer personas are fictional representations of your ideal prospect that assist in the strategy and execution of a more targeted marketing campaign. Although fictional, they are based on real data, behaviors, and demographics learned through customer interviews and polls. 

The Template

I’ve created this kit to clarify buyer personas as well as provide you with an editable document (write directly in the doc and print it!) so you can forget about the technicalities and carry on with actually creating your personas. This template will detail how to conduct your interviews as well as how to input the information you’ve collected and created your persona. Now, if you want the editable document, then please do mention your email ids in the comment section below!

The Interview

The most important aspect of creating buyer personas is collecting the right information to ensure relevance and accuracy. You want to highlight your ideal prospects – the people you want to work with.

In making sure that your personas reflect this, communicate with your account management or customer service team – to understand who’s having great success with your product or service as well as who’s easiest to work with.

Record their feedback and schedule interviews with the recommended customers. We’ve actually included the most common interview questions here (courtesy of HubSpot) to get you started, but by all means, add or subtract as you deem necessary!

Tip: Remember to always follow up answers with “why?” The more information and clarification you have, the more accurate a persona and overall marketing strategy you’ll have.

Interview Questions:

Role:

1. What is your job role? Your title?

2. How is your job measured?

3. What does a typical day look like?

4. What skills are required to do your job?

5. What knowledge and tools do you use in your job?

6. Who do you report to? Who reports to you?

Company:

1. In which industry or industries does your company work?

2. What is the size of your company (revenue, employees)?

Professional Goals:

1. What are you responsible for?

2. What does it mean to be successful in your role?

Challenges: 1. What are your biggest challenges?

Watering Holes (where they’re hanging out, sites they frequent):

1. How do you learn about new information for your job?

2. What publications or blogs do you read?

3. What associations and social networks do you belong to?

4. What websites do you frequent? Social networks?

Personal Background:

1. Describe your personal demographics (if appropriate, ask their age, whether they’re married, and if they have children).

2. Describe your educational background. What level of education have you completed, which schools did you attend, and what did you study?

3. Describe your career path. How did you end up where you are today?

4. What is your biggest personal goal? Your biggest challenge?

Shopping Preferences/Behaviors:

• How do you prefer to interact with vendors (email, phone, in-person)?

• Do you use the internet to research a purchase? If yes, how do you search for information?

• How do you usually access the internet? (i.e. via smartphone, desktop, etc.)

• Describe a recent purchase. Why did you consider a purchase, what was the evaluation process, and how did you decide to purchase that product or service?

Buyer Persona Template: Using the information you’ve collected in your interviews, use this template to organize your buyer persona. (Feel free to make it your own!)

Background:

• Detail the personas job role and responsibilities

• Include pertinent information about the persona’s company

• Education, experience, hobbies, etc.

• Married? Children?

Demographics:

• Gender (skews male/female?)

• Age range

• Joint household income

• Geographic (Is your persona urban, suburban, or rural?

Identifiers:

• Key personality traits (extroverted? Reserved?)

• Mannerisms

• Job identifiers (Works 60 hrs/wk, prefers email over direct mail, etc.)

Goals: • Primary Goal • Secondary Goal

Sample Persona: Chris the CEO

Background:

• Founder & CEO

• Has owned company for over 10 years

• Previously worked in the industry prior to ownership

• Married with children

Demographics:

• Skews Male

• Age 45-60

• Suburban

Identifiers:

• Calm demeanor

• Has an assistant screening calls

Identifiers (cont.):

• Spends 12 hours pricing jobs and running business

• Blogs: Harvard Business Review, KillerStartups, Huffington Post

• Social Media: Facebook, Twitter, LinkedIn

• Prefers eBooks over webinars –“I can read it when I have time. It’s tangible, quick, and to the point.”

Common Objectives:

• I’m spending $X every month; what exactly am I getting?

• What’s the difference in service from clients who pay more to those who pay less?

Challenges:

• Have too many advertising companies

• Want a one-stop-shop for everything

• No time to research new information to make job easier

• Traditional marketing isn’t working anymore

• Creating a consistent flow of quality content

Value Proposition:

• Act as a one-stop-shop for all marketing/advertising needs 

• Make it easy to implement and execute the marketing initiatives that drive online business

• Develop and implement a content strategy that generates traffic and leads 

Understanding the core aspects pertaining to the target audience should be the primary objective of a marketer. Following the above-mentioned methodology, will help you to create and target your precise audience. Build your buyer persona in order to execute effective advertising campaigns!

Until next time.

A.

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