The more you know about your customers, the better you’ll be able to serve them. From there, you will be better able to provide what they need in the moment and anticipate what their follow-on requirements will be. A buyer persona gives you a detailed profile of your ideal customer that you can use to guide your marketing techniques and customer service efforts. The following information shows some ways to create a proper buyer persona for your customer base.
- Remember the purpose of the persona: A buyer persona is a snapshot of your ideal customer. It collects the personal, professional, and financial characteristics of your best possible customer into a single profile. The persona represents the best, most profitable, and easiest-to-serve customer that could engage your services. The persona won’t represent every customer, nor can you limit yourself to serving only those customers who possess the characteristics of your ideal persona. However, with a proper buyer persona in place, you’ll have a better idea of what you can offer and what type of customer will be most willing to buy it.
- Establish the basics: The foundation of a buyer persona is demographic data of your ideal customer. This includes information such as age, marital status, education, income level, and geographical location.
- Look beyond demographics: Once you have the basics down, look more deeply into the lifestyle of an ideal customer. What would his or her average workday look like? What would this person’s goals be? Why would this individual want to engage with your company, and what challenges or problems would he want to solve through a business relationship with you? Answering these questions may take some creativity and imagination, but they can be critical in establishing the type of customer you want to attract.
Construction Monitor supports today’s companies with up-to-day information on construction starts and with usable advice on marketing and growing your company. Contact us today for more information on the process of creating a buyer persona and how these types of detailed customer profiles can help you target your marketing and expand your business.