7 steps to successful persona development

Written by Becky Armstrong

Oct 3 2014

Persona Development: 7-Step Marketing Plan

1: Study Buyer Demographics

Buyer surveys and other analytics can help you ascertain if your target audience is male or female and how old they are. Depending on what you’re marketing, you may need information about household composition and size. These data points are the foundation for every other aspect of your buyer persona development activities.

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2: Empathise with Consumer Challenges

Consumer challenges are the driving force behind your inbound marketing campaign. If you can get a handle on buyer challenges and resulting emotions, you’ll enjoy a lengthy head start when it comes to developing your pitch. Obviously, this will result in more sales, so it is worth your time to unearth the emotion behind the purchase.

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3: Discover Audience Influences

It’s important to learn who or what your target audience identifies with, in order to understand them and adjust your messages accordingly. You may also want to focus your networking efforts and connect with key influencers. Some marketers develop partnerships with influencers to offer the best value to their audience.

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4: Analyse Consumer Research Habits

In persona development, learning where your target audience likes to obtain information will help you understand which websites or social channels to focus on for maximum reach. You will want to feed your marketing messages through these channels to ensure that your audience reads you loud and clear.

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5: Ascertain Audience Priorities

Everyone has priorities. Your target audience is your priority, but what is most important to them? You’ll want to know what your prospects value, and in what order these values exist. This provides insight into their decision-making process, enabling you to develop a marketing message that will mesh with these priorities.

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6: Address Obstacles to Purchase

Every consumer experiences obstacles when it comes to putting out a successful recipe of a marketing message. Sometimes, pricing is the problem factor. Other times, it may be time. A business has to identify and provide a solution for these obstacles if it plans to generate a relevant message that will resonate with buyers.

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7: Name Your Buyer Personas

Naming your business personalities appropriately is an important part of persona development. This humanises your characters and lets you envision the actual buyers represented by the profiles. Additionally, the name you assign to each one will help you keep them organized, both on paper (you should have this) and in your mind.

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Now, Start Developing Your Personas

Image source

Persona development shouldn’t be a pain. The easy steps outlined above can help you successfully create accurate buyer personas for more leads, sales and conversions when referred to at every stage.

Want to learn more about successful persona development, contact us for more information and advice.

Featured image/ Unsplash/ Anna Dziubinska

 

B2B Marketing Zone