In a business, there is only one person that matters … and is your customer.
Everything you create, your products and content, are for your client.
It’s obvious, right?
And if so, why do you persist in ignoring him?
Some time ago I was chatting in a Food court in Geyland with a friend about his business and asked him a simple question: could you describe me to your ideal client?
He was totally blank.
Although he had been with his business for more than 2 years, he could not describe the great features of the client’s profile. This is usually the first symptom of a project that has no focus, because if you do not know who are you targeting …
How will you know what actions to take to get more customers?
You just do not know it and you act completely blind. If it works great, and if not, you’ll blame other things. We tend to get lost in too many meetings, events and actions; when by where we really have to start, is to define your buyer person, your ideal client.
Without this, everything else does not make sense.
In this post I explain how to perfectly create the profile of your ideal client, so that all the decisions you make now in your business, always focus on it.
Do not forget that those who make your business work, are the customers who buy your products and services.
Why not knowing who is your buyer persona will bring chaos to your business
I have called buyer persona or ideal client, but on the Internet you will see that they name it in many ways:
- Marketing person.
- Customer person.
- Marketing person.
Call it as you want, the important thing is that you know what this concept refers to and why it is so important.
The buyer persona is the fictional representation of your ideal customer. From that person to who by their circumstances or characteristics, you can really help with your products and services.
With fictional representation, I mean that you have to create a profile or template where you describe this person. We do not want you to have it in your head. You need to be specific and concrete, and that can only be if you force yourself to write.
You have to create a description that helps you empathize and better understand your ideal client, because that is what will make you really help.
There is a very simple example that will make you see what I mean.
Think of a person in your family or a friend you know very well. Surely something will have happened to him, but when he asks, he will have answered that “nothing”. However, you, knowing as well as he is, how he think and how he act, not only do you know that something happened, but you even know how you could help.
There is the key.
That deep knowledge is what allows you to help that person.
And for that, creating the template of your buyer persona will make you create better products and services for your customers.
So you should stop worrying about the tools and plugins, how social networks are used, or if you need to change the template of your website.
Advantages of knowing your buyer persona as if it were your best friend
We just have seen that creating this profile will allow you to understand your client and that is where you can help him more efficiently. But behind that idea there are more benefits.
# 1. Segmentation
Although we talk about creating a profile, the reality is that within your business, there is normally more than one pattern.
Over time you will begin to see that different needs arise. There will be people who are interested in some subjects, while others will have different needs.
For example, in WalterPonce.com we have different persona buyer according to the phase in which his business is:
- People who have already a blog.
- Those who already have their blog but need to reach the minimum viable audience.
- They have already gotten some sales, but they still do not have a system.
- Those who already want to scale and grow even more.
Can you create the same content and infoproducts for these people?
However, do not mess with this. Now focus on identifying a first profile, later (when you have more experience) and create more.
# 2. Save on costs
Having defined your ideal client allows you to be more precise and accuracy is synonymous with effectiveness. Knowing the exact needs of your marketing person, for example, allows you to:
- Create much more specific products = faster solutions.
- Design a more attractive editorial strategy = more traffic.
- Define a Facebook Ads campaigns segmented = lower cost per lead.
And so with any strategy you are going to implement in your business. Knowing who you’re targeting allows you to create faster and with better results.
# 3. Anticipate Objections
Not only do you know what you need to achieve your goals, you also know what you are afraid of. And that implies that you can also predict the reasons that slow you when buying your products and counter argument to convince them.
# 4. Best customer service
A good customer service is what makes the difference between having a person buy you a 2nd time or not.
When defining your buyer person, you will know:
- Which are the ways you prefer to get in touch with him.
- The tone of the language (whether it should be formal or can be more relaxed).
- What kind of solutions can you offer if a problem arises.
Think about it, it is not the same to address a 50-year-old executive woman who has little time, than a 22-year-old boy who has just finished college and is not clear what to do with his life.
How to create template for your buyer person
Let’s see, step by step, everything you have to take into account to create the profile of your ideal client. On the Internet there are many templates that you can download, just put “buyer person template” and you will get a few.
But do not do that, if you reduce the exercise to fill a few cells in a Word document you will not have achieved anything.
This involves performing an empathy and research exercise, leave the template for the end.
# 1 What are the questions you should ask yourself
Let’s start with the basic questions you should be able to say about your ideal client:
- Is male or female?
- How old are they?
- In what they work on?
- Has family?
- Where do they live?
- How much money do they make per month?
- What are their favorite books, magazines, movies, broadcasts on radio and television?
- What are they referents in the sector?
This will serve as the first contact so that you can go and imagine who you are going to.
But beyond these initial attributes, if you want to show empathy with your readers, you have to go a little further and answer questions like these:
- What are their biggest concerns?
- What prevents them from sleeping at night?
- What are they afraid of?
- What are their frustrations?
- What are their wishes / ambitions?
Here I am asking you to do a more thorough examination.
Even if it is a fictional representation, you have to think of your buyer as someone of flesh and blood who has real problems. Like you, you will have a worrying family or bills waiting for you in the mailbox.
This kind of data is what I mean.
They may be important to details such as whether the children are boys or girls. Because if, for example, you want to treat a problem in adolescence, the behavior of a girl is not the same as that of a boy.
The more you know about your clients, their own lives, their way of seeing their professional career, how they relate to other people … more useful information you will have to be able to connect with them (and topics to write on your blog, of course !).
Your #buyerpersona is the representation of someone of flesh and blood like you
# 2. Where can we get this data
As I told you before, besides being an exercise on empathy, so its research. You need to base your client’s profile on real data, not assumptions. If you do not run the risk of creating a pattern biased by your own prejudices.
Do not take this as a joke.
Let’s see where you can get information.
A. Google Analytics
If your blog is already receiving traffic, Analytics shows you some interesting data about the people that enter your page:
- Age (by stripes).
- Device with which they enter your page.
As you can see, from here you can get a few references.
B. Twitter Analytics & Facebook Statistics
In both social networks you can find information with sociodemographic data such as gender, age or country. On Twitter, you can also find information about their interests.
C. Questions in your newsletter
The reality is that the above data is fine, but you need a lot more information to get a correct profile. Remember that we said not to be left alone to fill a mere template, we have to really delve into who is your ideal client.
And who can give you this information?
Your own subscribers.
To get that information, it is best to include a survey or form in one of the first emails that you have programmed in your autoresponder.
All the information you collect from these forms is golden for you, because it is real feedback about your subscribers and future clients. In these data is where you can see what has to be your editorial line and what new infoproductos create.
The comments of your blog is one of the places where you will start to talk with your readers. Take good note of all the questions that come to you and which are the most successful content.
If you just started with your blog and you have not received any comments, you can also take a look at the most successful posts from your direct competition. Your audience will be similar to yours, so it’s a good reference.
E. Social Networks
For something else they have to serve the networks that only to share kittens.
When someone shares your content, interact with it. Ask him what he has found or if he has missed you for some aspect. The more dialogue you establish, the more you will understand what your needs may be.
F. Webinars / Streaming in social networks
I do not mean by this that webinars are the same as streaming. It has nothing to do with it.
The webinars are made with special tools that are prepared so that the experience in the direct is good and that the sale is developed the best possible (if you are looking for one, here I leave you the ones that are for me the best). Instead, streaming is being able to talk live with your social media followers.
But for this are worth both options because here we are not looking to sell.
Organizing sessions where you can talk to your audience is the ideal opportunity for you to ask them exactly what their problems and needs are. Also, take the time to ask for feedback about your line of content.
G. Empathy Map
Another interesting exercise before filling in the template is that you create a map of empathy. I learnt about this map during my Master Degree and I have to say its really useful.
This map is a tool that will help you to delve deeper into the profile of your buyer, so you can understand how you think or what happens to you. Let’s see what it is.
Take a folio (if you have something bigger bigger) and draw in the center a monigote or a face. Now you are going to divide the folio into 4 parts (but leave space at the bottom), for it make two diagonal lines that cross in the center.
- Top: what does he think or feel?
- Left: what does he hear?
- Bottom: what does it say and do?
- Part right: what does he see?
And now the bottom (the one you reserved before) will divide it in two with a vertical line. The left side for the “efforts” and the right for the “results”.
And now, fill in each section, trying to always think about aspects of the daily life of your buyer persona. The more specific you are, the better the result will be because it will indicate that you have been able to “put yourself in your shoes”.
# 3 Creating the template
And now, it’s time to organize all the information in a template.
I leave you all the data that should include at least:
- First name.
- Family / children.
- Monthly salary.
- General characteristics of his personality.
- What social networks are they on?
- What contents do they consume?
- Short and medium term objectives.
- Problems (what prevents you from reaching your goals).
- How can you help?
Additional interesting information you can include:
- Real testimonials / comments: something that serves as a reference to see your real opinion and how it is expressed.
- Storytelling: There are people who help you recreate the story of your buyer person to be able to empathize better.
- Negative Profiles: Who are not your buyer person. Seeing your protagonist’s antagonist can help you define him better.
- Photography: this yes or yes I would recommend doing it. It will help you to imagine him as a real person.
These are all the data that you must fill out, but what you should worry about, as I told you before, is the exercise of empathy, being able to put yourself in its place. That is the basis for you to understand your client and thus, to help him.
The 3 points you need to get visits with your business
A visibility strategy begins by defining your offer:
- Define your value proposition.
- Define your ideal client (what you just did in this post).
What is the third point?