Whatever business you’re in, whether it is a product or a service, you have a person whom you are targeting and you call this person your prospective buyer or prospective customer. As soon as this person adopts your proposition, he drops the “prospective” description and graduates to the title of buyer or customer.
The Buyer’s Silhouette
Buyer persona is the characterization of your prospective buyer into a high-resolution high-definition silhouette so that your marketing and sales efforts are not wasted on prospective customers who have no need for your product or service but conversely maximized to zero in on those who are potential users.
The process of creating or defining your buyer persona is similar to your operating the focusing knob of your camera until you get the clear photo and focus that you want of the picture. This focusing is particularly important in helping you craft your marketing messages since the design of your product or service is based on the perceived needs of a particular target market.
Consequently, you want to make sure that only the ones who are qualified according to your established buyer persona shall enter your prospective customers’ screen and be addressed by your message. A buyer persona therefore helps not only to reduce operating and capital expenditures but also tremendously enhances the effectiveness of your marketing and distribution efforts, measured in conversion rate.
Buyer Persona Configuration
What exactly goes into researching the buyer persona? You will need the following data:
Demographics are statistical descriptions of populations especially used in identifying markets. Demographic data is an ideal starting point for creating buyer persona, to be able to identify and separate the target markets. Just as you would sieve the chaff from the grain and retain the grain. In your marketing funnel, you do not wish the whole population to enter the mouth of the funnel; your demographics provide the sieve.
A Sieving Process
In the conversion funnel for your website, the demographics can supply the leads. Your lead generation efforts should be able to do this targeting, and when the leads enter your site, it is the site’s design, contents and configuration that activate their conversion to prospects and finally to buyers or customers.
As you can see, if your main distribution channel is your website, the website becomes your main tool for effectively putting the funnel sequence to attract, induce, and motivate more people to experience the product or service you are offering. It is obvious that the more qualified prospects enter your funnel (demographics), the more positive answers they get for their inquiries (behavior), the more affirmations and confirmations they receive that yours is the product they are looking for that will solve their problem (goals), the more buyers will get out of the funnel’s exit point satisfied with their purchase (decision-action).
Have you defined your business’ buyer persona?