How To Create Buyer Personas For Your eCommerce Business

How To Create Buyer Personas For Your eCommerce Business

When it comes to running a successful eCommerce business, identifying and studying your target audience is key. The best way to learn about your target audience is to create buyer personas.

Buyer Personas

What Is A Buyer Persona?

A buyer persona is a composite representation of your target customer’s characteristics.

This primarily includes their preferences, demographics, hobbies, goals, and anything else that makes them a real person, so to speak.

A buyer persona should be as close as possible to as a real person. Typically speaking, buyer personas are semi-fictional at best, and that makes it easier to broadly categorize your users and customers.

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What Are The Benefits Of Creating Buyer Personas?

Creating buyer personas can help your eCommerce business in a whole lot of different ways:

1. Gain Insights On Your Target Customer

By creating buyer personas you’ll gain a better sense of your target audience’s tastes, habits, preferred shopping methods, pain points and more.

This will help you connect with them on a deeper, more intimate level.

2. Better Segmentation and Target Marketing 

A major benefit of creating buyer personas is that it enables you to better segment your marketing campaigns.

This means you can personalize your marketing messages more thoroughly by using their language This will lead to better longterm results and stronger customer relationships.

3. Increased Efficiency 

With buyer personas, your marketing campaigns will be more effective given the accuracy of who you are selling to.

This will reduce the cost and effort involved on your part to achieve these results.

4. Identify Negative Personas

While creating buyer personas, it’s imperative to identify negative personas. A negative persona is the opposite of a buyer persona.

It is an indicator of the set of people that do not identify as your target audience. Understanding this is essential to improve efficiency and productivity.

How To Create Buyer Personas? 

How To Create Buyer Personas

1. Create An Outline

Start by creating the bare basics of the persona. This could include the aforementioned details like age range, preferences, and demography.

These can be pulled from the preliminary data you have about your customers.

In addition to or in lieu of these points, you can also add other information you have about your customer base that would be useful for your business.

Of course, you shouldn’t breach their privacy concerns and stick to gathering only non-identifying information and utilizing data that you already have.

2. Ask Questions

Your current customer base will be happy to give you feedback, in most cases.

To incentivize them to do so, provide some benefits or discounts that they can use for future purchases.

Many who may not have been willing to provide feedback otherwise may also opt to have a conversation with you for the incentive alone.

Ask questions about:

  • Age, preferences, hobbies, etc
  • What they’re happy with
  • What are their pain points
  • Any additional services they would like to see
  • What led them to make the decisions they made
  • Why they picked your company over the competition
  • Feedback about your business
  • Ideas for improvement

Over time, as you gather more data, you will see patterns emerge. Sure, there will likely be a few outliers, but usually, you will find a few common threads between responses.

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3. Classify The Data

Once you have a sufficient amount of information with you, culled from both your data and customer responses, it is time to proceed to the next step.

You previously created a basic template with customer information. It is now time to populate them with more detail.

The patterns you saw while gathering feedback can now be divided into different personas.

If you created only one template in the beginning, you can create more now based on how many you need.

Populate each template with details gathered from the conversations.

Your buyer persona is now taking shape to represent each category of users and clients that you have and wish to have in the future.

4. Think Of Your Buyer Persona As A Real Person

Since your persona is by now a semi-fictional representation, it is a good idea to test it out.

Create Facebook and Google ads to target the people who fit the criteria of your personas.

The good thing here is that Facebook and Google have already done all the hard work for you.

They already have a vast database that allows them to quickly narrow down their users based on your parameters.

This will give you a ready audience that perfectly fits your target market.

Create different ads for each persona and check the results. If you’ve categorized them correctly, you will surely see a marked difference from previous campaigns.

If there is a discrepancy, you might need to modify one or more of your personas.

Fine-tune them as you go, and you’ll see the results once you’ve narrowed it down further and refined your buyer persona.

5. Confirm Your Details About The Buyer Personas

Creating ad campaigns goes a long way towards boosting your confidence that you’re on the right track about figuring out what your target market desires.

Make use of email marketing, social media channels, and online forums. Essentially,  you must use different approaches for different buyer personas.

You can also rely on organic conversations or targeted advertising. Either way, you will get responses that will help you confirm that the details you have populated into your buyer persona template are spot-on.

6. Utilize The Feedback

Remember you asked your clients about what their pain points are and what improvements they’d like to suggest for your company? This is the easiest way to start your approach.

Due to the questions you asked, you already know what they’re looking for and what they’re likely to purchase.

Make improvements to your marketing approach and fine-tune it over time.

Iterate and modify and you’ll be on your way to becoming a pro at catering to your different buyer personas.

Conclusion

Creating buyer personas make for an invaluable eCommerce marketing tool.

Creating and fine-tuning buyer personas allows you to make decisions that provide value to your end-users.

Each buyer persona has different triggers, needs, and pain points.

So working on those factors will attract them to your service offerings due to one simple reason – you are solving their problem.

At the end of the day, businesses want to provide solutions to users.

Find the right people that need what you’re offering, and give it to them exactly when and where they are looking for it.

Creating buyer personas will allow you to do all that and more.

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