In this 7 part series of blog posts we’ll present an up-to-date overview of the “dos” and “don’ts” of creating and using Personas to grow your business, better understand your existing customers and apply a laser-like focus on finding and satisfying new customers. Find out what your customers really want, and of course that’s different from just asking ‘what they want’ – think about, discover and confirm their unmet needs!
The 7 parts of this blog post series are:
- Introduction and History
- What is a Buyer Persona?
- Who should use Buyer Personas?
- How do you create Buyer Personas?
- Common Buyer Persona mistakes to avoid
- Sample Buyer Persona Interview Guide
- Checklist, Template and Webinar for Buyer Personas
The Buyer Persona Webinar is here.
PART 1: How Buyer Personas Will Help Grow Your B2B Business – : BUYER PERSONAS – – INTRODUCTION AND HISTORY
Continue reading Buyer Personas – Introduction and History (Part 1 of 7 Series)
The original definition established in 2002 was, “Buyer Personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behaviour, how they think, how they buy, and why they make buying decisions.” Today, the Buyer Persona Institute includes “where they buy” as well as “when buyers decide to buy.” Others have their own definitions, for example, Hubspot’s definition is, “Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behaviour patterns, motivations, and goals.”
Buyer Personas ARE NOT specific real people, job titles, job positions, target markets or industry segments. Continue reading What is a Buyer Persona? (Part 2 of 7 Series)
Buyer Personas should be used by everyone who, to do their job, needs to become an expert on your buyers in your customer companies. For example every marketer developing marketing strategies or content and every sales person (up to and including the CEO) implementing sales strategies and tactics. The resulting improved marketing and sales should lead to more revenue or more customers or both.
Further benefits relate to Continue reading Who Should Use Buyer Personas? (Part 3 of 7 Series)
It’s probable that no one in your company has the information needed to create insightful Buyer Personas and you certainly can’t make it up so research is required.
The foundation of Buyer Personas is comprehensive research into buying behaviour, skilfully conducted by experienced personnel to uncover deep insights into buyer mindset and decisions. This encompasses qualitative research, ethnographic research, business anthropology, digital anthropology and buyer psychology.
So how do you do that research? Firstly you need Continue reading How Do You Create Buyer Personas? (Part 4 of 7 Series)
5. Common Buyer Persona mistakes to avoid
- NOT DISCOVERING PROFOUND INSIGHTS
Personal and company details, professional role details, even their goals, are easily obtained by you or your competitors. These are important parts of recording your research but the least important parts of your Buyer Persona.
To persuade buyers to choose you, your personas should include profound insights into behaviour including Continue reading Common Buyer Persona Mistakes to Avoid (Part 5 of 7 Series)