First of all, if you don’t have buyer personas – don’t freak out. It’s ok, we know you’re busy. This quick guide will help you create killer buyer personas so you can laser-focus your marketing on the people you’re trying to reach – not just the people you “think” you’re trying to reach.
1. Survey Existing Customers
The first step is to creating awesome buyer personas is to understand “silos” of customers. The best way to group your customers into personas is to survey them. Call them up or create a free online survey (surveymonkey.com, typeform.com) asking questions about their demographics, pain points and objections. The idea is for you to gather as much relevant information so you can segment your customers into buyer persona groups.
2. Walk in Their Shoes
Now that you know who your customers are, it’s time for you to walk a mile in their shoes. Put yourself in their position and walk through the buying process from start to finish. Pretend they’re looking for your product or service and step through all of the hoops. We recommend writing down a numbered list of steps and what each of those steps look like.
3. Feel Their Pain
After you’ve walked a mile in their shoes, you can feel their pain. It’s time to better understand and articulate that pain. Write down the various pain points your customers feel and why they feel it. Map out the different areas of opportunity that you have to reducing their pain. Whether it’s time, money, expertise or whatever that pain may be.
4. Tell Their Story
It’s time to tell their story. Write down what a “day in their life” looks like. From when they wake up to when they go do bed. Walk through their entire day and be sure to include all of the information you’ve discovered in previous steps. After you’ve created their “story”, send it around to your team and pin up printed copies – whatever it takes to cement them into your brain. You should now know exactly who you’re targeting and how to target them.
Ready to Get Started?
With this template you can learn best practices for persona research and create buyer personas that you can share with your entire company.