The Benefits of Applying a Buyer’s Persona to Your Business

Today’s marketing world relies on digital systems and information.

When marketing your business, you need to define your buyer’s persona, who they are, how they operate, their consumer behavior, their age, gender, sexuality, and socioeconomic status.

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What is A Buyer Persona?

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A buyer persona is a detailed profile of your target customer based on thorough research. 

It describes who your ideal customer is, their daily buying behaviors, the challenges they face, and how they make decisions to purchase certain products or services, their age, gender, sexuality, and socioeconomic status.

This helps businesses to empathize with, and understand their intended customer, to successfully meet their demands and needs. 

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Benefits of a Buyer Persona 

Before making major investments in marketing strategies, product development, and sales infrastructure, creating a buyer’s persona is integral to comprehensively understanding your intended, targetted market. 

Benefits of applying a buyer’s personas to your business:

• Acts as a guide for product development.
• Guides content creation for products.
• Provides insights for strategic business decisions.
• Improves customer acquisition and retention strategies.
• Helps direct the business toward high-potential consumers.

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Who Should Be Involved in Creating a Buyer’s Persona? 

According to Semrush, there are usually five business departments that should be involved in creating a buyer persona:

1. Marketing‍

The marketing team is responsible for creating messages and campaigns that resonate with specific audience segments. They need to clearly understand the buyer persona ensuring that the content they produce, aligns with the targetted audience and market. 

2. Sales‍

Because the sales team is in direct communication with the customer, they can provide invaluable insights into the consumers’ desires and needs, as well as any issues that they may have. This helps businesses communicate more directly personal needs, desires, and problems, which helps businesses directly personalize customer communication. 

3. Customer Service‍

The customer service team directly interacts with customers, providing information about their behavior and preferences, and reviews after using the business’s products or services.

4. Product Development‍

The product development team can offer insights into the features and benefits customers are seeking in a product or service, making the production process easier by aligning it with market demands.

5. Management‍

Management provides operational management, and strategic direction, and ensures that the buyer’s persona aligns with the company’s goals and objectives.

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How to Create a Buyer Persona 

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According to Shopify, there are eight steps to follow to create a buyer’s persona: 

1. Interview Current Business Customers‍

By interviewing or surveying customers who are already satisfied with your product, ask them why they purchased your product, how they found out about you, why they are satisfied, any changes they would make et al.  

2. Gather Audience Data‍

Gather audience data, review comments made on your website or social media platforms, and conduct market and industry research.  

3. Broadly Define the Buyer's Persona‍

After you have conducted customer interviews and research, identify the common patterns and themes that they may have - their buying behaviors, characteristics, demographics, interests et al.  

4. Identify Useful Details for the Buyer Persona‍

Identify useful details from their persona, and then determine any relevant information, such as age, buying motivation, demographic, education level, geography, gender, interests, income, job title, political leaning, relationship status, et al. 

5. Research Buyer Personas‍

Further, research the buyer’s persona by focusing on understanding the purchasing motivations and psychographic tendencies of your target customers. 

6. Combine Survey Data‍

Combine the survey data that you have gathered, and merge the qualitative and quantitative research to create a well-rounded buyer persona profile.

7. Recheck the Persona‍

Recheck, recheck, and double-check your buyers' persona to ensure that the persona represents your customer base and aligns with your business’s goals.

8. Translate the Buyer Persona into Business Decisions‍

Translate the buyer persona into your business decisions by using the persona to guide your business decisions, ensuring that products or services meet your intended consumers' needs, so as to increase sales.

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Understanding what a buyer’s persona is will help you better define your target market. Applying for these substantiated personas benefits better consumer communication and understanding. 

However, it is important to remember the importance of digital systems, such as Youtap’s POS app when running your business. 

Youtaps’ POS digital system allows you to easily manage your business’s operation, efficiently track transactions, and quickly generate financial reports, which collectively will help your business grow.