9 frågor att ställa för att utveckla företagets Buyers Persona

- Annica Thorberg ti, apr 01, 2014

9 frågor att ställa när du utvecklar Buyers Personas

1.) Vilken demografisk information använder de?

Collecting demographic information about your personas will help you perform more targeted offline and online marketing, but it also helps paint a picture of who your personas are. Are they married? What's their annual household income? Where do they live? Are they male or female? How old are they? Do they have children? Collecting demographic information is a great place to begin drafting your personas because it's easy to obtain and starts to paint a clearer, more personal picture of your customer.

2.) Vilket är deras jobb, titel och ansvar?

The importance with which you should regard your persona's job and seniority level certainly depends on the product or service you're selling. If you're a B2C company, you may simply consider this information as another way to better understand nuances of your persona's life. You may uncover some interesting information, too, like large portions of your target audience skewing toward certain industries or seniority levels.

If you're a B2B company, this piece of information becomes more crucial. Is your persona at a managerial or director level, and well versed in the intricacies of your industry? They'll need less education than someone at an introductory level, who may need to loop in other decision makers before making purchasing decisions. Even working with C-level executives presents unique challenges; they might have shorter attention spans, spend less time learning and researching, and have different goals than a lower level employee. Companies that take the time to understand their persona's career aspirations will likely enjoy more effective communications from both the sales and marketing teams.

3.) Hur ser en jobbdag ut?

Now that you have an idea of some of your persona's personal characteristics, try to piece together how a typical day in their life runs. Are they spending more time at work, or at home? Where would they rather be? What do they like to do for fun? Who are the people in their life that matter most? What kind of car do they drive? What TV shows do they watch? Heck, what outfit are they wearing?

Once you've gone through this exercise and worked out any lingering questions about what makes your persona tick, browse through some stock imagery and find an actual picture to associate with your persona. Going through this exercise forces you to clarify an image of your target audience in your entire organization's mind that will help keep your messaging consistent.

4.) Vilka är deras svårigheter, vilka delar fungerar sämre, vill de förbättra?

You're in business because you're solving a problem for your target audience. How does that problem affect their day to day life? Go into detail, and focus on the nuances that illustrate how that problem makes them feel. For example, let's say your company sells personal tax software to consumers (tis the season, right?). One of your personas may be a first time tax preparer. What are the pain points of first time tax preparers? They're probably intimidated by the prospect of doing their taxes by themselves for the first time, they're feeling overwhelmed by a tax code they don't understand, and they're not sure where to start. These pain points differ from those of a seasoned tax preparer, whose pain points may be not knowing how to maximize the amount of their return and find creative loopholes for deductions.

5.) Vad värderar de mest? Vad är deras mål?

Now that you know their pain points, it's a little easier to understand what they value (and just as important, what they don't care about). Ask yourself what would make your persona get really, really excited about your product or service. For example, that first time tax preparer probably values a product that educates, that is simple, that is user friendly, and helps them achieve their goal of quickly and successfully completing their taxes.

6.) Hur hittar och söker de information, omvärldsbevakar etc?

If you're going to market and sell to these personas, you need to understand how they consume information. Do they go online, or do they prefer to learn in-person or by reading newspapers and magazines? If they're online learners, do they visit social networks? To Google? Which sources do they trust the most; friends, family, coworkers, or industry experts? If you know how they prefer to gather information, you can make yourself present in those spots and work on establishing credibility in those communities.

7.) Vilken typ av upplevelse letar de efter när de beställer dina produkter eller tjänster?

The experience of purchasing your product should align with your persona's expectation. What kind of features do they expect your product to have? What should their sales experience feel like? Is it consultative? How much time do they expect to spend with a sales person? Do they anticipate an in-person meeting, or would they rather conduct the sales process online or over the phone? The nature of your business and the personality and needs of your persona will dictate their shopping experience.

8.) Vilka är deras största invändningar till dina produkter eller tjänster?

If you can anticipate the objections your persona will have, you can be prepared for them in the sales process and perhaps even educate them in your marketing collateral to help allay fears right away. What might make them reticent to buy from you or any other provider in your industry? Is this their first time purchasing a product or service of your kind? If not, what caused them to switch products or services?

9.) Hur identifierar den här peronprofilen?

Nu när du har en bra förståelse för vad det är som får dina potentiella kunder att hajja till och vad det är de går igång på börjar arbetet med att identifiera dem med namn så att du kan skräddarsy din kommunikation. Hur kommer du veta att du talar med en idealkund? identify them so you can tailor your communications. Hur hittade de ditt företaget? Så snart du fastställt vilka som är dina idealkunder, utan också hur du kan identifiera dem när du närmar dig företag är det samtidigt viktigt att hitta ett sätt att kommuniera på som ändå är skräddarsytt för varje person du har kontakt med.

Attract: Buyer personas are the visitors you're trying to attract to your website and they're who your content and inbound marketing strategy should attract. 

Convert: Personas are the visitors you're trying to convert into leads. The most effective conversion tools are customized to your personas' needs and interests.

Close: Since your personas represent your ideal customer, client, donor, student, or otherwise, they're who your emails and other lead nurturing should close into customers.

Delight: Your personas are the customers, clients, or otherwise who you're trying to delight into promoters. Tailor your customer service experience to your personas' preferred method of communication and create content specifically for them.

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