Buyer persona - how to optimize your marketing
Buyer Personas or customer avatars form a prototype customer or IdealKund:in from the crowd of Target group off. They provide tools in marketing represents a vivid picture of the target group. In fact, it is not just a matter of identifying groups of buyers, but of empathizing with them in order to make informed decisions. This can be in the form of an avatar or profile, although it should be formulated in full. Because that's how a Story told become and the Buyer persona is filled with life.
Step 1: Define the target group
One Target group analysis is generally very useful. How much effort you put into it also depends on how big your competition is and what kind of products you sell or what services you provide. It is based on quantitative and qualitative data. Die Defining the target group is the first step before Target group analysis. It's about naming the target group that you want to address.
Step 2: Determine criteria
To the analysis criteria pertain demographic data, who professional status and incomes as well as psychographic data and data relating to buying process.
You should be aware of how old your customers are and where they reside, in the town or on the land? What do they do vocational and how much money do they have available for consumption?
How do they find out about your brand or products? Which Interests and hobbies Do they have and which values are important to them? For example, is it important to them that you position yourself on certain topics or do they think it is inappropriate? What are their daily challenges and what goals are they pursuing? Such psychographic data are particularly insightful to improve communication with your customers.
You should know about Which channels They buy your products or receive your content — are they even interested in your content and advertising? When and how often to buy Are they your product? Which channels can you use to reach them? Are they more likely to email or do they also respond to advertising on Instagram?
Step 3: Collect and Analyze Data
As a matter of fact, you lead Interviews with customers Or leave them surveys fill out. You should ask questions to find out information that is relevant to you. You evaluate the interview data according to the criteria that you have set beforehand. From this, you create the Buyer Persona And if possible, share them with your colleagues so that everyone has a picture of who is behind the target group.
If you don't have a customer base yet, you can also start with Internet research fall back and create a buyer persona. However, you should back this up with authentic data.
Step 4: Create a target persona
Die Buyer Persona You should describe as clearly as possible. That means it should have a name, for example. You should also attribute eye and hair color to her. You can outline a daily routine and describe behaviors and explain why she does or doesn't do certain things in everyday life.
Does she go to work by bike because of the movement or because she doesn't have a car? Or does she work from home because it allows her to better combine family and career? Does she live in a house in the countryside or in an apartment in the city? How is it set up and what does the persona do in their free time? Is she traveling comfortably or sportily? How much money does she have available for hobbies and consumption? Does she like shopping or does she travel sparingly? Does it have specific requirements for consumer products and brands? How does she make decisions or purchase decisions?
Does she use social media and if so, how and which channels? You can use this information to Personalize the buying experience And your Make marketing more effective. You can also find out how to Optimize products or services so that they are a better fit for your customers. With the help of the buyer persona, you can always remind yourself who is using your products or services. This allows you to tailor sales to the target group and make informed business decisions.
