In this episode Mike Siciliano from HeyStack Marketing breaks down the fundamentals of a Buyer Persona, how to create a buyer persona, and how to use it to target high converting users to maximize the efficiency of your paid advertising spend. A buyer persona can be broken down into 5 parts as outlined below:
1. Identify the product/service being sold – The persona of a buyer cannot be identified without first identifying the product/service being sold. If multiple products are being sold, Mike recommends having a buyer persona outlined for each to segment the targeting. An example of this can be seen when the product is identified to be an item such as a computer. A computer that is built for gaming and a computer that is built for light business use have entirely different buyer profiles.
2. User Demographics – The next piece of the buyer persona must outline demographical information relating to buyers who are the most likely candidates to purchase the item/service. Demographics can include gender, age, ethnicity, income, location, parental status, etc. A garden hose customer can be male or female, between the ages of 26-65+ (homeowners with a yard tend to use garden hoses and homeowners are typically not under the age of 26), and must be located in a region that typically has homes with yards.
3. User Interests & Behavior – It is important to outline our buyer’s potential interests and behavior while they are online. Interests can include hobbies, sports, music and more while behavior can be a user who is browsing particular websites such as Wayfair which signals that they have a space to decorate. When selling tickets to a comedy show, our target audience will have an interest in similar comedians to the main act, or might be interested in “date nights”.
4. Identify The Platform – The next piece when developing a buyer persona is to identify the platforms they are most likely using. A user who is in the market for a trendy men’s t-shirt cares about their appearance which signals that they are more visual than audible or scripted. This user is more likely to be on Instagram than they are to be on Facebook or Twitter as Instagram is a visual platform with a younger, & trendy audience. A female in the market for wedding products might be more likely to navigate to the Pinterest platform where they can find ideas for wedding theming & photography. A business professional is more than likely on the LinkedIn platform. Identifying the platform satisfies the “where” component in the buyer persona.
5. Create A User Story – Lastly, it is important to create a story for the buyer with the information outlined above. Ex: Jane Smith is a female, 24 years of age located in Orlando, FL. Jane does not have kids and was recently engaged. She is planning a wedding for next September. Jane enjoys modern art and home furnishings and is a frequent online shopper who is not an Amazon Prime member. Jane spends a majority of her social media time on Facebook and Pinterest.
By painting a comprehensive picture of a potential buyer, we are able to construct campaigns that hyper-focus on users who only fit the profile. In doing this, our reach is to middle of the funnel and bottom of the funnel users who are the best candidates to become customers. The buyer persona is a foundation to build ad copy and creative on that identifies with the target audience to promote a higher conversion rate.