How To Create a Buyer Persona

Do you know who your customers are?
Do you know what services they actually want?
More importantly, do you know why?

If you don't, advertising to your audience will be a challenge. You shouldn't advertise to everyone. It's difficult to advertise to someone you don't know.
That's why you use a buyer persona. A buyer persona is a fictional person who represents your ideal client. Using a persona, you can write more engaging ad copy that resolves your audience's problems and speaks to their interests. Taking the time to create your own buyer persona is the first step in a successful marketing campaign. Are you ready to create your own perfect buyer persona? We'll walk you through it step by step.
 

Step 1: Research your target audience

The first step is to do the research. Creating a buyer persona takes research. You may find interesting details about your customers you didn't think about before. To get started, take a hard look at your current customers. Who are your best customers? Are there any similarities between them? By finding these similarities, you can create a persona that'll help you attract more great customers. Here are a few questions to ask to get you started.

1. Where do they live?
2. Are they married? Do they have children?
3. How old are they?
4. Their occupation, income?
5. What do they drive?

These basic questions will get you started, but don't stop there. The deeper you dig while creating your buyer persona, the more valuable information you'll have. This should go without saying, don't assume the answers. Do the research. Don't guess at the homes value, look it on a site like zillow.com

To gather information, try gathering the information you need, while you're on the jobsite. You can also research customers you've had a bad experience with so you can avoid marketing your services to them. If you're one of the very few integrators that collect emails (that's a hint) you could even send a survey email to your current customers.
 

Step 2: Find The Common Details

Once you've completed your research, narrow down your results by finding the most common answers you received from your customers.
Next, go through the information to determine the most important details that'll affect how you communicate to your audience.
For example, if a majority of people share the same challenge, this will be an important detail to include in your persona.</br>
Here is some of the information you should determine in this step:

  1. Demographics (age, occupation, etc.)
  2. Behaviors (skill level, interest in home technology, how they use the products, what they read and watch, etc.)
  3. Determine the pain points.
  4. Contact preferences (how often they want to receive emails, periodic phone calls, etc.)

 

Step 3: Create separate personas

Now you should organize those details into separate personas. To do this, identify people in your audience with the same pain points and goals, then group them into their own category. These different categories will represent different personas. For example, if you do retro-work, that client may be a different persona than a client building a new home. Since they have very different goals, you should create two separate personas for these clients. If you find that you need to gather more information about a certain persona, go back and do more research to find the missing information.
 

Step 4: Give Them Names

Now that you have a buyer persona (or personas) with a name, face and details, start thinking of advertising with this persona in mind. Your potential customers will engage with your efforts because you can create more personal, relevant content that speaks to them.
 

Step 5: Start thinking of the services/products these buyers love.

The best way to write for and think about your buyer persona is to give them a name! Assigning a name to your persona will remind you that you're speaking to an actual person when you're advertising toward them. This can help you create more personalized ads that resonate with them. Now, find an image to represent that buyer persona.
 

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