What social networks do you use? How do you stay informed How do you learn new skills? What topics do you like to follow the most? What are your shopping habits? What brands do you usually use? How do you find out about brands and products? Where do you usually shop? What channels do you prefer to interact with brands?(If B2B) What brands does your company use? What is the purchasing process like?
Relationship with the company
- What led you to seek solutions from Company X?
- How does Company X help you solve your challenges?
- What is the highest quality of company X?
Use this template to build your questionnaire, tailoring it to your segment and creating your questions about the customers. If you want to do an open interview, just use the question script and lead the conversation more freely.
It is important to be sensitive to understanding what and how many questions your customers would be willing to answer, both in interviews and in questionnaires.
3. How to analyze the collected data?
After conducting the survey, you will obtain a lot of data about your customers. You will need to organize the data into spreadsheets, transcribe the interviews, and analyze everything you found.
In your analysis, try to identify patterns in the responses . They represent characteristics, problems, challenges and doubts that are common to several customers and that should be part of the buyer persona.
If you notice that almost all of them answered that they had completed higher education and that they generally use Instagram to interact with brands, there are traces of the buyer persona profile.
To do this, you need to organize the answers in a functional way. You can create a table with the same question steps we suggested earlier and fill it with the survey data. This way, you will be able to see the information that is repeated.
4. How to structure the person?
From the analysis, buyer personas will come to life . They will have a name, a face and a well-defined profile, with the characteristics and behaviors that you perceived as most relevant.
The secret here is to think of the buyer persona as a real human being, who will interact with the brand, read your content, buy your products.
On the other hand, a human being is not just a list turkey phone number data of topics. Try to develop a descriptive text about the person you are creating.
A good solution is to tell a story. You can narrate a day or a week of the buyer persona interacting with your product. Therefore, it becomes much easier to understand their habits, behaviors and how they relate to the brand .
5. How to get the team to use buyer personas?
There is no point in creating buyer personas if they are not used by the marketing team . A good way to promote the use of buyer personas is to involve the entire team in their creation .
That way, everyone will understand what it is for and, consequently, memorize the avatar more easily.
Additionally, once the person has a profile and a story, you can synthesize the data into a summary table and choose an image of someone who embodies that description.
This image can be shared by email, printed and distributed, posted on the company wall… The important thing is to make everyone know the buyer persona and think about it in their processes.
Buyer personas cannot be created through hunches or assumptions.
In order to achieve a quality final product, it is necessary to conduct research, interviews and systematically collect data with clients and prospects.
The list of questions that can be asked is extensive and varies according to the segment of each company. More importantly, to create a quality persona it is important to know your customer.
You can create more than one persona, but there is one that is perfect for your business, the client you would like to have in your company every day.
To know who you are, you need to know your own business and the purchasing habits of your current customers.
To get an idea of what is needed in that search seo is increasingly important in positioning follow a short list of relevant questions to ask your clients when creating personas.
What are the main doubts when creating a buyer persona?
As you follow the five steps listed above, you may have some questions regarding this process and even the specific conditions of your business.
With that in mind, we’re answering some of the most common questions our marketing team has received and that we’ve seen discussed online. Read on below!
Can you create more than one buyer persona?
When collecting data, it is possible that there is mobile lead more than one predominant profile among customers, leading to the creation of more than one buyer persona. There is no problem with that, most companies, in fact, have more than one.
However, the advice is not to overdo it, especially if you are just starting out. Having too many buyer personas can distract from your strategies and content .
Therefore, have more than one buyer persona only if you realize that the differences between them are decisive for strategies, content and approaches.
You may have customers from different cities, for example
