Social Media is a great place to conduct research about your customers or potential customers. The research allows a business to create buyer personas. Buyer Personas are fictional representations of your customer allowing you to customize content, needs, and behaviors to different groups. Taking target marketing one step farther and the payoff is worth it, see the infographic below. Start defining Buyer Personas by researching the following about your customer. Start an excel spreadsheet to keep track of your research for each of these categories.
1. Demographics - Where do they live, age, gender
2. What are their interests
3. What are their careers, education, income?
4. Buying Motivations?
5. Buying concerns?
6. Favorite websites and platforms?
7. Competitors – Similiar Web
Finding this information is simple but may take some time. You can start with googling keywords you think the customers are using, going on each platform and joining groups or following key influencers. Google trends or Google alerts also help monitor customers. I have a feedly.com account so I can keep track of the blogs, news and websites I follow in one place.
Once you have some research you can group similar characteristics then describe and name similar personas. Look for similarities on who they are, what they do, why they do it and how they do it. Adding a fictional name and a picture helps you remember the persona. Below you will find an example. Remember take your time creating buyer personas and be willing to edit personas as you continue to research and learn about your customers. Share the persona you have created.
Click on the link below to download the Buyer Persona Worksheet
Blog Presented by
Dr. Kellie Emrich