Your website buyer persona should be the basis of your website content & marketing.
When creating a website the key thing you need to know is who you are building it for.
Who is your dream customer and what problem can you solve for them?
As tempting as it is to build a website for yourself, you need to think about your potential customers and why they would want to buy a product or service from you.
So, what is a buyer persona?
A buyer persona is a semi-fictional representation of your ideal customer.So you need to start by researching who exactly are they and why will they buy from you.
Start thinking about:
- Where do they live?
- What sort of age are they?
- What is their gender?
- What are their interests?
- Where do they hangout online?
- What social channels do they like?
- What is their field of work?
- What sort of income do they have?
- What are their reasons for buying your product or service?
- Would they have any concerns about buying your product or service?
Identify pain points and goals
When thinking about your persona, it is important to include their pain points and goals.
Pain points could be:
- They worry about how easy it would be to return goods that are not suitable.
- They are sometimes disappointed about the quality of goods bought online.
An example of a goal is:
They want to be able to buy a high quality clothes at a reasonable price.
How do I create a persona?
Start by researching your existing customers and those of your competitors.
Who is already buying from you? Gather all of the information you can about your current customers. Include looking at their frequently asked questions. How can you resolve them?
Look at your analytics.
Website and social media analytics tools can provide an incredible amount of information about the people who are interacting with your brand online, even if they’re not yet customers.
What is your competition doing? Who is your competition targeting? What can you learn from what they are doing?
Make sure you give your persona a name and think about him or her when creating website and marketing content.
By revisiting our original questions we can now look at an example persona for our fictional online fashion business.
Where do they live? They live in the outskirts of a city
What sort of age are they? 40’s
What is their gender? Female
What are their interests? Fashion, interior design, fitness
Where do they hangout online? Listens to podcasts in the gym, likes watching YouTube videos. Uses a phone rather than a laptop to get online.
What social channels do they like? Facebook for keeping in touch with old friends and school mum groups, Pinterest for interior design,
What is their field of work? Works part time, in a professional job, in the city. Has to wear smart clothes. Commutes to work. Has a young son who has just started school.
What sort of income do they have? Has a high household income
What are their reasons for buying your product or service? Doesn’t have time for shopping in store. Likes outfit suggestions we come up with.
Would they have any concerns about buying your product or service? Wants to know that she can return unsuitable items easily.
You might not necessarily know all this information, but you should know enough to start filling in any gaps.
Why do I need a persona?
Now you have thought more about your ideal customer you can start marketing directly to him or her in a more effective way.
You might not like Facebook or podcasts but if you know that is where your dream customers hang out you can build this into your marketing strategy.
Also by knowing what their pain points and goals are, you have a basis for your website content.