Successful marketing or branding campaigns begin with empathizing, visualizing, and understanding your audience. And a well-defined audience creation requires organizations to build a concrete buyer persona.
A buyer persona also called consumer persona is a semi-fictional representation of key traits of a large segment of your real audience. It is created with the help of data being collected from user research and web analytics. Elements including customer demographics, behavior patterns, motivations, and goals are taken into account for building a detailed persona perception.
Actionable buyer personas reveal insights about customers’ thinking patterns, decisions, concerns, and criteria that drive them to pick you, your competitor, or the status quo. All such useful information can be used to weigh the available options as well as address problems if any, and deliver a much more relevant and less one-dimensional experience to consumers.
Buyer personas offer great value to your organization. Here are a few reasons why creating strong customer personas are deemed important.
Personas greatly impact your marketing strategy. For example, targeting older demographic calls for investing less time and money on social media platforms when compared to millennials. Hence, strategy changes according to the personas of the target audience.
Personas help companies achieve marketing success by developing a deeper understanding of customer needs, where are they spending time online, what resources they rely on, and what pain points they are facing.
Personas guide product development process by instilling features that allow companies to accomplish desired outcomes.
Personas help prioritize which campaigns, projects, and initiatives deserve your undivided attention. This will save you from investing time and resources on projects of lesser priority.
Personas create alignment across the organizational contours and allow other teams to rally around the customer-centric vision.
As a consequence, companies will be able to serve their customers better and ensure a delightful experience that motivates them to come back for more. Positive word-of-mouth-recommendations allow enterprises to pull in new customers, thereby strengthening conversion funnel that drives productivity and revenue. In case, you don’t nail down your customer personas, various aspects of the product development process, marketing campaigns, and user experience will suffer.
Buyer persona creation has been talked about a lot. However, wading through the noise to find the best resources requires time. This blog gives you an idea about how the net promoter score (NPS) can craft a powerful buyer or consumer persona.
Net Promoter Score is a proven metric of measuring customer’s perception of a brand. It provides insights into the customer journey and gauges how likely they would recommend the brand to others. Respondents who score between 9 and 10 (on the scale of 0 to 10) called promoters are loyal enthusiasts who will keep buying and refer others, fuelling growth and development. Respondents with a score between 7 and 8 called Passives are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Finally, detractors with a score between 0 and 6 are dissatisfied customers who can damage your brand and hinder growth through negative recommendations.
To create a buyer persona, you need the help of promoters, the loyal segment of NPS. Tag customer feedback and tap into their existing attributes for filtering your NPS results down to only your Promoters, and find the commonalities within the customer base. Use this information to draw meaningful conclusions for building a strong buyer persona.
Buyer personas allow companies to ensure that all activities involved in acquiring and serving your customers are tailored to their targeted audience’s needs. It is used to build a successful content strategy that helps marketing professionals develop targeted content ideas for websites by analyzing their specific needs and pain points. Once you better understand your customers, an efficient method of generating leads can be developed that directly impacts productivity, revenue, and growth. According to DemandGen report, Thomson Reuters witnessed a 23% increase in number of leads, a 175% increase in revenue attributed to marketing, and a 72% reduction in lead conversion time by creating buyer personas.
By using a combination of buyer personas created with the collected NPS data and modern integration approaches designed to reach and communicate with your ideal customers, one can not only achieve growth benchmarks but also exceed it.
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