This is a technique that allows you to know the characteristics of your prospects and sales opportunities in order to attract them to your conversion funnels with useful and interesting content for them.
If you are interested in knowing how to obtain real data from your potential clients, keep reading and discover 20 key questions that will help you achieve this.
But first, let’s start with the basics…
What is a buyer persona?
A buyer persona , also known as a buyer profile, is a fictional representation of your ideal customer, built from real data about a population, such as:
Age
Sex
Geographic location
In this data collection technique, people's psychological characteristics, qualities, goals, challenges, concerns, personal histories and similar behaviors are also taken into account, with the aim of covering the multiple factors that may or may not influence a purchasing decision.
If you have a customer database, this will be the starting point for your research. These are your existing customers who can be your first interviewees.
Even though you may notice that your customers are very different from each other, you may be surprised by the aspects that unite them and that can work to create buyer personas .
It is worth noting that this term is part of a fundamental practice in the world of online sales: inbound marketing . A philosophy and methodology that we have talked about a lot on this blog.
It is characterized by combining non-intrusive marketing, advertising and sales techniques with the aim of attracting, interacting and delighting consumers with valuable content and getting to know them as well as possible.
In this sense, a buyer persona is defined as a complete description or characterization of an ideal buyer, based on real or assumed customer data and market studies.
Keep in mind that each product or service of your company may correspond to a different buyer persona, since the characteristics of your target audience may vary.
For example, imagine for a moment that you work in the marketing department at Apple and you want to create buyer personas to improve sales of your products.
You will probably find that people who buy iMacs have different tastes and professions compared to those who buy iWatches.
The first audience may be graphic designers who need good equipment for their work and the second, athletes who want to track all their exercise routines.
In this sense, communications and content for people who buy iMacs must be different than for people who buy iWatches based on the findings that are discovered throughout the research.
Because yes! Creating a buyer persona involves a very psychological and sociological investigative process that you as a company must do so that your strategies hit the target.
If you don't know the tastes and interests of your ideal buyer, how will you know what type of content or strategies are best for transforming your leads into customers?
Why is it important to create buyer personas?
Creating a buyer profile is a fundamental step for a successful digital marketing strategy that yields positive results.
It is essential to send the right messages to the right individuals at the right time and thus generate greater purchasing possibilities for the company or personal brand.
As we mentioned earlier, this research on your customers can also give you insights into behaviors, motivations, problems, needs, possible solutions, market gaps, etc.
This will be of great importance to define the best communication strategies for your organization both online (social networks, blogs, emails) and offline (stores, networking spaces, events, fairs). Now then…
What are the key questions for creating buyer personas?
Based on this article from Hubspot (a pioneering company in inbound marketing taiwan cp number through its software), we present a list of 20 questions that are essential for creating a buyer persona .
With these questions you will be able to get a clearer idea of how to start this interview process and the items to take into account when creating the purchasing profile.
Next, we will classify the questions according to basic aspects, behavior and qualities to create buyer profiles that are as complete and accurate as possible.
Keep in mind that depending on your market, whether it is B2B or B2C, some questions are more relevant than others or may or may not be considered, as the case may be.
Basic Questions
How old are you?
Gender?: male or female.
What is your job or occupation?: Mention your work history.
Where do you work?: place where you carry out your work.
What position do you hold?: Mention the position you hold in your company.
What is your level of education?: level of education and university where you completed your undergraduate and graduate studies.
What is your income level?: How much do you earn in monetary terms each month?
Where do you live?: city, neighborhood, apartment or house.
What media do you use in your daily life or to obtain information or try to achieve what your brand solves or improves?: brief description of the channels you use as a means of information.
Behavioral Questions
What are your interests?: state whether you like going to the movies, playing sports, watching series, among others.
What are your challenges?: complex situations you must face.
What are your goals?: End to which the person's actions or desires are directed.
Who are they and how do they behave on a normal day?: make a story about their daily life where problems are shown in the form of opportunities related to your product or service.
What is the main goal or problem that your brand could help them achieve or solve? Talk about the challenges or opportunities they face.
Why can't you achieve your goal or solve that problem today? What is stopping you or what are you missing?: difficulties you have in achieving your goals and what qualities you lack to achieve them.
How can your product or service help solve your customer's problem or meet their goal?: Determine what the customer needs and how you can help them achieve their desires and/or demands.
What are your habits?: what the person usually does most frequently in their daily life.
What is the real and practical effect of solving the problem or achieving the objective?: imply possible solutions to the problem.
What is the feature, functionality or benefit that the person would value most about your product or service?: Based on the answers to the first questions, the person's characteristics are analyzed to find out the valuations they may have of your products and/or services.
In a negotiation, what would be the main barriers or objections to acquiring your product or service?: limitations that the individual would have, such as the cost of purchasing what you offer.
Ultimately, creating buyer personas allows you to get to know your ideal client, which is essential to be able to properly meet their needs and design a series of content focused on them.