Want to Boost Your Conversion Rate? Create a Buyer Persona
No two people are alike, but when it comes to your industry, and more specifically your customers, they tend to have certain things in common.
If you sell baby products, your obvious target audience is people with babies. Not everyone with babies is going to want to shop with you though, so your task is to identify who does and speak directly to them in everything you do.
What a Buyer Persona Is and Why You Need to Create One
A buyer persona is your ideal customer; it’s the person you keep in mind when creating marketing materials, writing for your blog, selling, and more.
As hard as it is already to stand out among your competitors, you make it harder on yourself if you try to sell to everyone. The purpose of creating a buyer persona is to hyper focus your content strategy and marketing efforts, so that you are speaking directly to who you want to sell to, and more importantly, to who wants to buy from you.
This process helps you stay consistent across all platforms, making sure you use the same style and voice to communicate to the same person.
Having a buyer persona also helps you know HOW to sell to your customers. If your ideal buyer is a 28-year-old woman enjoys reading, then creating written content for your blog, landing pages, and emails will work better than creating videos or doing a podcast.
How to Create Your Buyer Persona
Using demographic information, personal interests, pain points, and buying motivators, you can craft what your ideal customer looks like.
You can find this information in a number of ways.
First, using Google analytics (or whatever your preferred analytic platform) you can identify where most of your traffic is coming from, which gender visits more, the most popular age group, and how they interact with your website. Do they usually come to the home page first and then navigate to product pages, or do they visit the about page to find out more about you first? And what keywords are they searching for in Google before arriving at your site?
As you can see, there is an abundance of information available for you to begin crafting your buyer persona.
The next step is to use social media, email, or your blog to host a survey. Find out what your customers like and dislike, both in general and specifically regarding your company.
Finally, using previous social media interactions, blog comments, and product reviews, see what your customers have to say when unprompted. Are they critical of your products or do they have nothing but good things to say? Are they happy with the content you are sharing?
Compiling all of your findings will allow you to craft the perfect buyer persona for your business.
Not all information will be relevant to you, so it’s up to you to decide what matters most to you and to your customers.
A buyer persona is not a set it and forget it project. As your business continues to evolve, so will your customers. That’s why it is so important to stay in tune with what they are saying and doing.
Every so often, review your ideal customer profile and make changes as necessary. Additionally, as your business grows, it may become necessary to create additional buyer personas.
Identify your target customer and watch your conversion rate grow.
If you need help creating a buyer persona, call us or email us today!