If you are reading this article, you might be familiar with the term buyer personas. Well! Buyer personas are the semi-fictional representation of ideal customers.It helps marketers, sales, and service teams to attract, engage, and delight the right customers at the right time.
If you want to drive content creation, accelerate sales, product development, etc. then it's essential to have a deep understanding of the term “Buyer Personas”.
As per the research, it is found that two-thirds of marketers find personalization the most challenging to execute. But, once you successfully craft the buyer personas, then you would be able to personalize your marketing strategies even on a large scale.
Well! The good news is that HubSpot allows you to create the buyer's personas without any hassle.
But, before diving into the process of creating buyer personas, let's firstly know the importance of creating buyer personas for business.
Importance of Buyer Personas for your business?
The marketers who create buyer personas before performing any specific task can understand the customers better and build a strong customer base. It becomes easier to know who they are targeting? What are the customer desires? What solutions will be the best for their business growth? And many more.
Surveys, interviews, etc. are some of the ways with which one can create the strongest buyer personas and make your business grow better. By creating the right personas, you can create the content that directly appeals to your target audience. Moreover, it also helps the organizations to observe higher sales productivity.
So, if you want to get into the mindset of your potential customers, then create single unified personas and align your marketing, sales, and service teams together. Also, don't forget to keep them in front of your mind while performing marketing tasks.
Now, without any further discussions, let's learn about how to create your personas that really nail down.
How to create Buyer Personas
In this section, you will get to know who should create the buyer personas, how to create it, and ways to use it accurately.
Who should create Buyer Personas?
Basically, buyer personas are created by the marketing team, but they are not alone in this effort. It needs the input from both customer-facing teams and back-office teams within the organizations. Always remember, the more you add viewpoints in the creation process, the better you will make the final personas.
How to create Buyer Personas?
There are two main points that one should consider while creating personas, including:
1- Describe the information you are going to include
To define the information, you can start with the company's purpose. If you can identify the challenges and problems faced by your company, then it will be easy for you to form the foundation of your buyer personas. Furthermore, you can quickly identify the people who are facing that issue.
Your customer service team will allow you to identify different commonalities of your customers like the one who thinks your product is highly successful, some who think it as moderate, and the others who are dissatisfied with your product.
Once you have an idea of all the types of customers, you would be able to easily streamline your marketing goals without having an in-depth conversation with the customer-facing team.
Additionally, try to ask your marketing, sales, and service teams, relevant questions, and note down separately. No doubt, the list can get pretty long, but the added questionnaires will help you in framing fantastic buyer personas.
2- Find the relevant sources for that information
As all the questions are outlined, now it's time to find the best way to answer each question separately. It can be done by looking at the historical data, customer interviews, and educated guesses.
Firstly try to evaluate all the data you already have. Like, the data of the most popular and least reviewed content, people who most and least likely to purchase, most loyal customers, individuals who buy the product various times or one time purchasers.
Once you evaluate all the information from the historical data, it's the right time to conduct the customer interviews. This step will ensure that the information you gathered matches the real experiences of the individuals.
Try to interview at least 15 individuals and ask all the questions that can help you understand their desires, like how they get to know about your organization? Why did they decide to purchase that particular product? What are the challenges they face within the journey? How can the issues be resolved?
Make sure you note down all the answers and spend some time finding the common data that show up from one customer to the next. The information you will get from the historical data and interviews will add a level of depth to your personas.
Once you conduct the interviews and identify the data, then don't forget to review your personas from your marketing, sales, and service team members.
Say if there are some questions left unanswered, then you need to make some educated guesses. Indeed, there are chances of dissatisfaction, but no worries. You can always improve your buyer personas over time.
How to use Buyer Personas?
Till now, you get to know how to create the buyer persona, and now let's move towards how buyer personas should be used properly.
- The marketing team should use buyer personas to create and position the content. It will help them to grab the visitors' attention and offer the exact information that they are actually craving for.
- The sales team should use buyer personas as a benchmark to qualify and understand the contact in detail.
- The service team should use buyer personas to provide the right information to the customers so that they get to know more about the product.
If you want to make your buyer personas up-to-date, then don’t forget to update the personas with time. Some of the individuals think that buyer personas help to find information about the people, but it's not true.
There will always be some difference between personas and actual people. So, once you get to know about the people in real life, then make sure you rely on the data of that individual over the information added into the personas.
Thus, please make sure the changes you make in the buyer personas match with the changes in the people they represent.
Therefore, by keeping all the steps mentioned above in mind, you can create the best buyer personas that help you to skyrocket your sales and business revenue.
How to create Buyer Personas in HubSpot?
Now that you already know how to create buyer personas, let's talk about how to create one in HubSpot.
Step 1-Firstly navigate to Hubspot settings and click on the personas added on the left side of the dashboard.
Step 2- Now, filter the properties by contact properties and search for personas. After clicking on personas, you will get to edit property page.
Step 3- Now, click on the "add another persona" button. You will redirect to the page where you have to add the necessary information about the personas like name, description, internal notes, demographics, etc.
Step 4- After adding all the details in the respective fields, click on the Save button. Your created buyer persona will be automatically added to the drop-down list.
In a Nutshell
Hopefully, the added information will help you to have an in-depth understanding of the buyer persona and how one can create it effortlessly.
Furthermore, if you still have issues regarding the term buyer persona or face challenges in creating the one, then feel free to contact us. Our HubSpot experts are there to help you 24*7.
Now, what are you waiting for? Roll up your sleeve and add the right person into your marketing strategy to make an informed decision, boost sales, and build a better customer base.