In the last blog post I wrote, “Your Crash Course on Buyer Personas”, I shared some basic information about what personas are and why they’re important. Now that you understand the fundamentals, it’s time to dig a little deeper.
Components of Persona Development
What are the components of a well-developed persona? First and foremost, we’ve learned that when we develop personas for our clients, we need to understand their business incredibly well. To do that, we start by looking at the customer demographics of our clients.
Demographics: These provide you with the statistical, factual information you need to build your persona. Demographics are the foundation for the personas you develop and without accurate demographic information you’ll be steered down the wrong path. So you need to understand the typical race, gender, age, marital status, education level, and more, about your target market.
Key influencers: What influences this person to buy? For example, when we develop a competitive buyer persona, we know that a competitive person is influenced by things like not wanting to have to dig deep into your website to find the information they need. We also know that this personality type will abandon a page and sale easily if they’re not able to find the information quickly and in an easy to navigate format or design.
Motivation: What is this person motivated by? With a competitive persona, this person will be motivated by being able to edge out their competition. So we know that whatever information you present on your website, it must convey that your product or service is top-of-the-line and will help customers beat their competition.
Goals: What does this person want to accomplish when they come to your website? Sticking with the same competitive persona, one goal they might have is to find out more information about how the product or service they’re looking at can positively impact their business.
Putting it All Together
Although a lot of research and work goes into developing thorough personas, it’s well worth it. With fully developed personas, you can highlight areas of online marketing that you need to improve or build upon. It also ensures that you’re meeting the needs of not just those who you think are most likely to buy your product or service, but anyone who may come to your website.