Every email marketer uses the buyer persona. It is the ideal customer based on your market research and existing customers. Every business needs customers, but how many know the true meaning of customers? How many businesses are aware of the customer’s needs and expectations. Whoever knows the answer to these two questions are much ahead in the competing world. But if you do not know the answer to these two questions, then writing an engaging email will be tedious for you. Of Course, writing about and for someone is difficult if you do not understand them.
How to resolve this unawareness about customers? Need not worry, you just have to create a fictional person that represents your ideal customer based on customer demographics, behavior patterns, motivations, and goals. This is called buyers persona.
Once you understand your buyer persona, then bravo, you are ready to create the engaging email content. You are now ready to face any customer related query as you anticipated their needs and expectations. It is a win-win situation for you because your customers remain satisfied, and your overall marketing strategy will improve.
Buyer persona seems exciting and helpful, right? Here are the few simple steps you need to follow if you want to create an accurate buyer persona for your business.
1. Research about Target Audience
Research is the best way to know about your audience’s interest and their minor details. Your persona will be more effective if your research work is of good quality. Find their current interest and anticipate future changes in their tastes and preferences. Start with knowing your existing customer base.
Spot the similarities between the customers who buy repeatedly from you. These observations will help you to target a more relevant audience.
If you want more detailed and personal research, then try meeting a customer with whom you like to do business or arrange a call. In this way, you can ask more follow-up questions based on their previous answers. This will strengthen your relationship with the best customer, and you get a clear picture of what you need to include in the buyer persona.
Also, you can find out the customer with whom you had bad experience and research about them to know what not to include. In this way, you get to know about the people who are not good for your business, and you can save your efforts to approach them. You can always send survey emails to your subscribers to know about them. It will save your time, efforts, and money and gives you a vast knowledge about your audience.
However, keep in mind that you need to research regularly as the changes are constant.
2. List of the Common Details
After research, you have to observe and write down the similarities you find between your buyers or subscribers’ answers. Now you have to decide what similarities are important and cannot be ignored. Find out the details that can affect your communication and narrow them down. It will help you to know whether the majority of people are facing the same problem or not.
You can categorize the audience on the basis of the following points. By these points, you will know much more about your customers and their needs.
It is possible that after narrowing down the common details, it will be difficult to incorporate them into one persona. To resolve this issue, you can separate personas based on details. Identify the audience that are facing the same problems and segments them in a separate persona if required. For example, If you own a cloth shop, it is possible that some customers like trendy clothes, some may like traditional clothes, and some may like western clothes. Hence, you cannot mix three buyer persona and represent all the needs of a single buyer persona. You have to cater to different groups with a different buyer persona, and they will be easy to manage by different qualified persons.
As the buyer persona is a fictional person, it is better to give it a name. We can write and think more creatively when we relate to them as a real thing. It will help us to personalize the buyer persona, and we can create more engaging email content based on that.
You can even assign a picture of a real-life person to your buyer persona. It is the best practice to respect the buyer persona and be more personal to it as they represent your ideal customers. You can think the following things about your buyer persona:
MailPod hopes the above example helps you to create a more relevant and ideal buyer persona. We provide the best email marketing tool for small businesses, medium businesses, and large businesses to conquer email marketing.
5. Time for Personalized Emails
After creating a real image of your buyer persona, you can write personalized emails keeping its interests in mind. Chances of engagement between the subscribers and you increase as you created the email content based on their needs. Wondering how to create and deliver engaging newsletter content? Click here to know more. Start communicating with the subscribers because now you are ready. You have done good research, and it’s time to take some action. We hope that it is clear to you about how you can create your buyer persona.
We will launch many related articles on How you can make a success out of effective email marketing, till then keep tuned and subscribe to Mailpod for the email newsletter service, guidance, and management.