7. Buyer Persona Checklist and Common Mistake List
The full details are in the previous posts of this series but the following two tables conveniently summarize the Buyer Persona development process with a tabulated Buyer Persona Checklist and table of the most common mistakes users initially make when developing personas. They don’t replace the detail of this post series but are useful aide-memoirs to ensure you follow the process and avoid at least some of the potential mistakes. You can save and print the images.
That completes this 7 post series on Buyer Personas and we hope you find it useful. If all this guidance and advice is overwhelming please talk to us about some Consultancy to help you figure out your best Buyer Persona research approach.
Good luck creating and using your Buyer, or other, Personas and please see this AUTODESK® CASE STUDY on how they created and successfully used Buyer Personas (Autodesk® is a leading software supplier for the CAD, CAM, CAE, PLM, PDM and many other markets).
6. Sample Buyer Persona Guide for Interviewers
Please understand that this is an interview guide, it is NOT intended as a questionnaire and should NOT be used as one. It is just a guide to some subject areas that the conversation must explore when seeking profound insights for a Buyer Persona. Continue reading Sample Buyer Persona Guide for Interviewers (Part 6 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)
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)
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)