By Sharon L. Hadden on September 19, 2017
Buyer personas are a critical piece of your marketing toolbox. Personas not only make product development easier, they make sales and marketing for small business more efficient.
Buyer personas are semi-fictional representations of your ideal customer. They help to better understand your target audience and customers, so that you can start to grow your business with content marketing.
It’s okay to daydream about your perfect customer, but remember that buyer personas are only semi-fictional, which means they have to exist! You may not be selling to this customer yet, but you know they’re out there. By pairing existing customer data with market research and a sprinkle of speculation, you can create buyer personas in a snap.
1. Survey Existing Customers
If you have an active email list, you can start creating buyer personas using existing audience data. Send out a quick survey via email, and ask customers why they buy your product. Also ask about what other products they use in their daily routine, as well as fun questions that might help you better understand their personality and values.
2. Ask Social Media Followers for Feedback
Social media gives you the chance to have a two-way conversation with your audience. If you have a large social media following, send out a poll or status update that asks for feedback about your product. Don’t be shy about asking for opinions on recent news, events and places to go, or asking for recommendations on blogs and influencers. As a best practice, ask about interests in the context of Facebook categories. You’ll be doing yourself a favor when you start looking at how to find your audience on social media.
3. Reach Out to Potential Customers
Potential customers might include family and friends, or people you meet at networking and social events. When the opportunity presents itself, you should ask potential customers what they think about your business and product. You should also keep a listening ear to their hobbies, interests and everyday challenges. This is especially important if you are newer in business and do not have a large customer database yet.
Social media, email marketing and your own network of connections can help you establish a baseline for buyer personas. When you ask the right questions of your existing customers, potential customers and social following, you can create buyer personas that help you reach more women customers.
Download our free marketing guide on how to create buyer personas. If you have any questions about how to create buyer personas, or general questions about digital marketing for women owned small business, just leave a note in the comments below.