6 Ways Creating Buyer Personas Will Improve Your Customer Experience
Even the greenest marketers have likely heard of “buyer personas,” but it’s not always clear why they’re so important. In this post, we’ll look at what buyer personas are and how they can help you improve your total customer experience.
What Is A Buyer Persona?
Before we can understand why it’s important, it helps to know what a buyer persona is. HubSpot has provided a concise definition of the term: “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
Essentially, you should use customer demographics, behavioral patterns gleaned from analytics and research and other data points to see what kind of personas comprise your customer base. As HubSpot noted, taking the time to create personas will help your entire business become more customer-focused, since you’ll know exactly what to do to attract buyers.
“Buyer personas will help your entire business become more customer-focused.”
Here are six ways that creating buyer personas will benefit your business:
1. Understand Your Customers On A Deeper Level
Well-defined buyer personas help you to better understand who your customers are on many different levels. You don’t want to look at your customers as an undifferentiated mass — each persona (which represents individual customers) has specific wants, needs and lifestyles, so it’s important for every customer to be aware that you understand and care. Using personas allows you to personalize the entire customer experience to specific individuals.
2. Facilitate Better Customer Service
On a similar note, you’ll have a better idea of whom you are dealing with at any given time and how to address his or her issues. Rather than starting with a blank canvas, you can paint the picture before the customer interaction begins. Customers will feel that you can relate to them, which will build their trust in and respect for your brand.
3. Generate Higher Quality Leads
Knowing what will attract certain personas, as well as where they spend time and find information, helps with creating and targeting your content. You can create content for a specific persona and even take it to the next level by basing the content on where that persona could be in the sales cycle. Marketing today is about reaching the right people in the right places at the right time with the right content. Using buyer personas can help you master that.
4. Increase Sales Efficiency
Buyer personas are extremely useful to your sales team in terms of efficiency and effectiveness. Your sales reps will not only know which persona to focus on the most, but they will know how to communicate to the leads that fall under that specific persona. By understanding the leads’ motivations, your sales team will be able to accurately tailor their sales pitches before the conversation even starts. They’ll be prepared for questions customers might ask, and they’ll have a better understanding of what it takes to close that particular deal.
5. Build Understanding Of The Customers Across Your Business
Not only do personas help within the sales department, they also work across different functional areas. This is hugely important for the Sales and Marketing relationship but it also works outside of that. Using personas to reference individual customers ensures that everyone from engineering and product development to customer service knows how to respond to the customers’ needs.
6. Improve Product/Service Development
You can also leverage buyer personas for creating new products, services or features that better suit their needs. Knowing their issues and best ways to solve them will lead you to offer products or services your customers want. By growing and changing with your customers you will be more likely to have long and successful relationships with them.
Let’s start looking at our customers more like actual people with specific interests, wants and needs. You can get to know your customers a little bit more by creating buyer personas and improve the entire customer experience by using them.
What other benefits do you think you could leverage from buyer personas?