Identify Your Buyer Persona
Customer is king, as always. But what if you fail to understand your right customer or simply miss it? It is not too exaggerating to say that many of us fail to study our target customer behaviour in the excitement of launching our product or service. As a result what we have is a wrongly positioned product where no digital marketing strategy is going to work.
In today’s complex world where buyer has too many options to buy from and with many influences in buying process, it is imperative to figure out your buyer persona. Creating a buyer persona not only validates your digital marketing mix, but it acts as a guide to your entire organization for a common understanding of the customer.
Shared below are the template to crystallize two aspects of the buyer persona, namely; characteristics and role in the decision making process.
Few attributes to detail for the persona of your buyer characteristics:
- Personal (Age, Gender, Location, Marital Status, Family, Income)
- Professional (Education, Job Title, Industry)
- Online Behaviour (Access point, Favourite websites)
- Product / Service Specific (Need, Expectations, Justified Price)
- Core (Challenges, Aspirations, Trusted sources, Values, Attitude)
Chart below will help you dissect the roles played in the entire decision making process:
Leather Products Manufacturer sells his merchandize to major Hotel Chains (Project: New Year Gifts to elite customers)
|Role||Description||Level of Influence|
|Initiator||Who requests/initiates the need||Low / Medium / High|
|Influencer||Who are consulted for the buying decision||Low / Medium / High|
|Decision-maker||Who finalizes the buying decision||Low / Medium / High|
|Buyer||Who actually places the order||Low / Medium / High|
|User||Actual user of the product||Low / Medium / High|
|Gatekeeper||Who have the power to route information from reaching key sources||Low / Medium / High|
|Approver||Who approves the proposed buy||Low / Medium / High|