4 Steps to the Perfect Customer Persona

customer personaEven if you understand the value of getting to know your target customers, fleshing out detailed customer personas isn’t always easy. Following a clear-cut process helps you turn your data into insightful customer profiles.

  1. Gather existing data – Start learning about your ideal clients by collecting data on your existing clients and leads. Look for trends in demographics, behavior, and interests. Maybe your home remodeling clients are typically older suburbanites with grown children or your industrial plant clients are often middle-aged men who are into fitness. For macro trends affecting your client base, construction market research reports are a good place to look.
  2. Ask around – Develop a survey for your current and former clients, but don’t limit your questions to their construction-related concerns. Questions about their family status, life goals, hobbies, and media preferences can give you valuable insight. Just try to keep the survey length under 10 minutes. With your best clients, conduct more in-depth surveys individually, either by phone or email. Then survey your employees to find out if they’ve noticed any trends.
  3. Spot the trends – Review your data for overarching trends you can use to segment your clients into broad groups. These will form the basis of your customer personas. Between three to five is enough. If you offer several types of services, such as home renovation, manufacturing facility construction, and retail construction, create a generalized customer profile for each. If you’re highly specialized, create more narrowly defined customer personas, such as one for your textile manufacturing facilities clients and another for printing facilities clients.
  4. Build your personas – Give each customer persona a name and create a profile that includes their demographic data, such as age, sex, occupation, and income level. Then add information about their motivations and interests, such as their job responsibilities, and their career and personal goals and challenges. Finally, fill in details about their personal habits and beliefs. It’s these details that bring your customer personas to life, giving you a clearer picture of how to connect with your ideal clients.

How People-Based Marketing Can Boost Engagement

people based marketingWith so many ways for your clients to interact with your construction firm both online and off, it can be hard to present a consistent, personalized message. People-based marketing lets you tie your marketing data back to individuals, so you can speak directly to them in a way that gets a response.

Focus on the Individual

People-based marketing involves tracking an individual wherever they interact with your business so you can provide a more cohesive, customized experience. Imagine Tom, a 35-year-old homeowner, finds your site while researching remodelers on his iPhone during his lunch break. When he gets home, he joins your email list from his laptop. Later in the week, he calls you for more information.

With traditional methods, all you’ll have is data showing that someone interacted with your firm on mobile, on a laptop, and offline. People-based marketing lets you connect your data to individuals, giving you a clearer view of how they interact with you so you can give them an experience that’s in tune with their needs and interests. Instead of marketing to 30-something homeowners in general, you can market directly to Tom.

Provide Content that Gets Attention

When your visitors get what they want from your online content, they have more incentive to stick around and engage with you.

Recommend blog posts that resonate with them and you’ll get more comments. If those blog posts touch on issues related to groups your visitor is a part of, you’ll get more social media shares, too. When you find just the right moment to suggest joining your email list, you’ll see more sign-ups. Promptly follow up with your recent clients, and chances are you’ll receive more positive online reviews. Better yet, you’ll no longer have to risk annoying your prospects with interruptive ads.

The more time your prospects spend interacting with your firm, the stronger a relationship you can build, and the more likely you are to see a sale.

 

How To Formulate An Accurate Buyer Persona

buyer personaHaving a clear picture of the type of person who’s likely to hire your construction firm makes it a lot easier to reach that individual in the real world. To do its job, though, a buyer persona must be accurate.

Collect Your Data

Using hard data on your ideal clients’ demographics, psychographics, behavior, and goals is the most effective way to ensure your buyer personas reflect reality. Data from construction market research firms offers a starting point. This can tell you things such as the ages and income brackets of the average commercial real estate investor.

The more valuable data, however, will come from your own customers. Start by analyzing data your already have, such as information from your sales history, CRM system, website analytics, and reviews.

If you need more data, client surveys and focus groups can help you get it. To learn more about your ideal clients’ online behavior, such as which blogs they read and which forums they post on, take some time to browse their social media profiles. Interviewing your sales team can also turn up some interesting insights.

Get Specific

Chances are, there are several distinct types of people who hire you for construction work. Cramming all your data into one buyer persona for your entire company will only give you a muddled image that represents no one in particular.

Instead, break down and organize your data to create buyer personas that sound like real people with specific backgrounds, lifestyles, and interests. Your ideal remodeling client might be a newly married 30-year-old software developer who needs space to grow a family. On the other hand, your commercial real estate investor persona might be a 50-year-old accounting firm owner looking for more freedom in his life.

For even greater accuracy, develop several personas for each type of service your offer. One of your remodeling personas might be a newlywed while the other is an older empty-nester.

 

3 Reasons To Develop And Use Buyer Personas

buyer personaNo matter how much data you have on your target market, it’s hard to really get into your potential construction clients’ minds without a clear image of who they are. By using buyer personas, you’ll develop a more relatable vision of your clients so you can reach them more effectively.

Understand What Your Clients Want Most

Creating buyer personas shifts your perspective from seeing “prospective clients” as a vague collection of data to understanding them as individual people with specific goals, challenges, and interests. Your typical remodeling client might become not just anyone with an older house, but Dave, a 35-year-old professional and father of a growing family.

Once you’ve clearly defined the goals and challenges of each type of client you serve, you’ll be able to offer them exactly the solution they need and want. Buyer personas also make it easier to humanize your marketing with humor and other personal touches to build rapport and set your firm apart.

Know Where to Find Your Clients

To get the most out of your marketing budget, you need to go where your potential clients already are. Using buyer personas helps you zero in on where your clients spend their time, so you’ll know where to place what type of messages. You’ll know which type of client loves LinkedIn and which prefers Houzz; which connects well through email and which responds better to direct mail. Overall, you’ll see a better response rate for less effort.

Develop Future Services

An in-depth understanding of your clients’ goals allows you to better anticipate their future needs. You’ll spot business opportunities you might have overlooked if you hadn’t delved deeper into your clients’ personalities.

For example, if the persona of your commercial real estate client is strongly interested in environmental sustainability, you might develop a service to help them ensure their properties are as eco-friendly as possible. Through informed decisions like this, you can expand your range of services faster secure in the knowledge you’re offering what the market wants.

For more tips on using buyer personas, contact us at Construction Monitor.

Developing a Proper Buyer Persona

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.

Buyer Personas and How They Help Target Your Lead Generation

Creating a buyer persona for your leads and prospects lets you more easily visualize the type of customer you are looking for. More importantly, buyer personas are effective at giving you insight into what your customers want and need. The following information will help you understand buyer personas and how you can use them.

Many products and services do indeed have a vast audience, but no company can successfully market everything they offer to everyone at all times. Trying to do so spreads your marketing so thin that it will do little good. To make your marketing work, you need to understand who will need your products and services, who will most likely respond to your marketing messages, and what they need from you to become a customer.

A buyer persona is a profile created to reflect the characteristics of your ideal customer. It will include personal and demographic data, along with information on what that ideal customer will want. Much like a character in a novel, buyer personas should have a personality, and when you look at that persona, you should be able to make assumptions about the person it represents.

For example, if your company specializes in high-end renovation work, your buyer persona might be a professional person with a high income and the willingness to spend it on his home. If you sell paint and decorating supplies, a viable persona might be a young couple who have just bought their first home and are working to give it their unique touch.

When you know what your buyer persona wants and needs, you can narrow your marketing to better target customers. This ensures that your marketing budget is spent effectively on messages directed specifically to leads who are most likely to respond.

Construction Monitor helps construction companies make the best use of their marketing resources, providing industry-specific data and information on best practices that can be put to use immediately. Contact us today for more information on buyer personas and how creating a buyer persona for your target market can improve your lead generation efforts.