Accomplish key results with an effective buyer persona.

lucia-pons-creative

By Lucia Pons

Marketing brain

We’re all aware of the importance of defining and identifying our buyer personas. However, as our strategies develop, we often leave the fundamentals aside and become more preoccupied with developing more intricate campaigns. In order to properly address this, we’ll share with you our tips to keep your buyer persona always updated! 😉 

Let’s do an intro for the newbies: according to HubSpot (master of this topic), a buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customer.

Having your buyer persona updated and compiled, which can take about 1 day each year, has many benefits, like:

  • Maintain Focus: as we were saying, it is quite easy to lose focus as our marketing campaigns become more complex. Taking a look at your target market and their interests more in depth will help you outline your strategy and start the year off on the right foot.

  • Adapt to new trends: people change, and your audience does as well. You may discover new channels, new interests, or new habits that can help you design your campaigns.

  • New objections and pains: challenging the fundamentals and speaking with clients, colleges, or other sources, may provide you with valuable insights and feedback. Listen to what they have to say!

  • Increase your customer engagement: wouldn't it be great if every firm you work with phoned you to get to know you better? Even if you only choose a few clients or conduct a survey, getting closer to your customers will make them feel more engaged with your brand. 

buyer-persona-example-Gretel

Okay, you convinced me 🙄, how do I start?

We knew you’d like it! To begin, we recommend that you create a questionnaire and set a strategy based on your available resources.

We highly recommend meeting with your customers one-on-one, but you may not have the time or resources to do so. If you don’t have the time or resources, you can build a general online questionnaire, gather information from articles, or ask your sales team for information. They are all great options. It shouldn’t take so much time or effort! Keep it simple!

At Gretel, we conducted a personal survey with 30 clients and asked the following questions: 

  • What is your role in the company?

  • What are your main goals? 

  • What are your main tasks? 

  • How many people are above you?

  • And below? 

  • What is your business agenda?

  • How do you manage your time?

  • How many tools do you use at work?

  • Do you work online?

  • What tools do you use to detect trends?

  • What are your main sources for creating content?

  • What are your challenges daily?

  • What are your main pains at work?

  • What are your strengths and weaknesses?

We encouraged our clients to tell us more about themselves. We opened with questions and allowed the conversation to flow! With this one-on-one discussion, we were able to get interesting quotes about Gretel as well as positive feedback. Feedback is always welcome 😌! 

To choose the right questions, remember that they should be tailored to your specific needs, so feel free to start from scratch. You don't have to ask for too much information, but make sure you don't leave anything important out.

listen-to-your-customers

We’re not done yet! 😲

The final step is to make your data-gathering documentation accessible to everyone in your organization. This is the most crucial step!

All of our investigations must be shared with the entire team and the company as a whole, because other departments may find value in our work. They may even offer valuable suggestions for improvement. 

In order to organize all of this information, we created a template in Notion that you can download here.

If you don’t work in Notion (which is okay, of course, but we strongly recommend giving it a try 😜), we are also sharing these templates that are really interesting:

Download your free buyer persona template!

If you use Notion, define your buyer persona with our template and share it with your team.

Extra tip (only if you want to be a master)

Are you done with your buyer persona? Why don’t you try your market targets analysis? 

This analysis focuses on the group rather than the individuals. For instance, in our case, we focus on the businesses where our buyer persona is employed to make it simple to distinguish between the type of business and the buyer persona's role. 

Add this previous analysis to your to do list whenever you feel you have buyer personas with similar environments that are necessary to distinguish from one another. This will give you inspiration to start compiling info about your buyer persona, as target market information is readily available online, and generally more comprehensive than the buyer persona data. 

We leave you with our template in Notion

These two analyses will give you a clear idea of how to design your campaigns and which channels to begin experimenting with specifically. Hope you start using it, and find value in bringing it into your game plan! 

Download your free buyer persona template!

If you use Notion, define your buyer persona with our template and share it with your team.

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