By Deborah Kurfiss, Umbrella Content Marketing Director on Dec 23, 2022
The key to selling anybody anything is first understanding them, which is why customer personas are so important.
Who are your clients’ customers? What are their demographics? What drives them? What are their typical buying behaviors? The more you understand your clients’ customers, the more likely you are to connect your client with them and not only make sales but build customer loyalty over time.
There is a whole lot that goes into this, but one tool you do not want to overlooks is building customer personas.
A customer/buyer persona (also known as a customer avatar) is a representation of an ideal client as a fictional person. You give attributes to the persona that would be possessed by the ideal customer in that segment. So, you give them a name, a gender, an age, challenges, goals, business title (if B2B) and more. Most of your clients probably have multiple segments of customers, so that means you need multiple customer personas.
Because your client has different target customers, you should flesh out multiple customer personas, sometimes even for the same type of sale. For example, if you sell to corporations where the CEO and the CFO must approve the sale, you would create a customer persona for each because their goals, challenges, desires and ambitions are not the same.
If you have never created and used buyer personas before, you may not understand why it is worth the time to create them.
Even though personas humanize your clients’ ideal customers, they should be based firmly on research and hard data. Hopefully you have been gathering data for some time about your clients’ market segments both demographic and behavioral. You can conduct further research through surveys, interviews, social media polls and other methods.
Though you need to start with data, you can’t just string together a lot of data points and have an effective customer persona. Do what you can to humanize them. Give them a name. Create a story.
Start with basic demographics like age, gender, location, income and education. For a B2B business, and sometimes even for B2C, you want to know job title and industry.
Add any behavioral data you have such as how your clients’ customers behave online such what their journey looks like, what kinds of sites they come from and what they buy. Consider their goals, challenges and ambitions. You will want to look at the characteristic of customers who help your client’s business. You probably want to represent people who buy a lot and buy frequently from the client. Perhaps you want to see how long-time customers vary from recent ones. There might be certain characteristics shared by customers who give your client a lot of referrals. Certainly, you want to know what kinds of media they are active in so you know the best way to reach them with your messages. Are they active on LinkedIn? TikTok? Or maybe they listen to business podcasts or even talk radio. Even think about their hobbies and outside interests.
Once you get past basic questions, think about questions related to the client’s industry and business.
Don’t be vague. You need to get as specific as you possibly can when creating these personas.
You don’t need to start from scratch developing customer personas. You need to think this out, but that doesn’t mean you can’t use tools. Here are some of them (though some of these do a lot more than help you create personas):
A solid strategy is behind every great marketing campaign, and customer personas help you get there. If you want help developing customer personas and marketing strategies for your clients, contact Umbrella for a free consultation through the website or call us at 1 (866) 760-2638.
Book a call today to discuss how we can help your marketing agency grow.