Creating a buyer persona is foundational to your business strategy. From product design to content creation, if you don’t know who you’re selling to and why they want to buy your product, the battle is lost before it has begun. Here are a few key considerations when thinking about when creating your buyer persona

Look at the Data

Which demographic is already buying your product? If you don’t know, Google Analytics is free to run on your website and comes with excellent training materials. Once Analytics is installed, you can instantly start gathering information on who responds best to what you’re already doing. Social media can also offer useful insights, especially if you have an active page and are comfortable with the built-in analytics on the platform.

Look at Your Competition

If you’re still in the ultra-early stage of your career, check out your competition. Whose customers are you trying to win away? Take a good, hard look at the demographic — how old are they? How educated are they? What are they striving towards, and what are they running away from? Platforms like Followerwonk and Socialbakers Analytics can help you gather data about who is following — and engaging with — your competition.

Master the Art of Listening

Once you have a good idea of who your buyer is, fine-tune your buyer persona by figuring out where your buyer spends time — if you target computer engineers interested in innovation, for example, maybe you need to attend a tech conference. The more time you spend immersed in the world and language your target customer inhabits, the greater the ease of communicating with them.

At AFEUSA, our members are constantly working on refining everything about their business strategy, from developing buyer personas to revamping their marketing. One of the many perks of membership becoming eligible for discounts on products that help them do that, like E6 Agency, which provides services like data management and social media related activities to AFEUSA members at a 20% savings. To learn more, visit E6 Agency.

by: Charles Jackson,
AFEUSA President

Charles Jackson President AFEUSA