Wouldn’t it be nice that creating an online presence was enough to start selling online? Well, unfortunately, creating your online store is not always enough. Your store and your products will not be visible to everyone in the world, which is ok. Not everyone has to see your store! Not everyone has to be your customer! Shocking, isn’t it? It may sound counter-intuitive but think about it for a minute. Unless the people visiting your store are actually interested in what they see, they will be people who come, see and then go right away, thinking, oh that’s not what I need or want to buy. So your store should get exposure to the right people. It is more effective if your visitors are made up of your actual potential buyers, your target audience, instead of just every random person who has no interest or desire to buy.
How to define your target audience
If you don’t know your target audience you should ask yourself a few simple questions, like:
What problems does my product solve?
This is your mission so you should have an idea of why your products exist.
Who are my competitors?
Make a quick research on Google or Facebook and find your competitors. Take a look at their About us page and research their followers.
Why should customers choose my product?
Think in perspective. What are those features that your product gives that no one else has? What’s your competitive edge?
By answering these questions you will get an idea on who could be your ideal customers.
Refining your target audience
Now that you have a good idea on who could those people be who will pay for your products, let’s see how could you refine your target audience. Let’s create your Buyer Persona.
You need to think of your buyers that you know, and find the features that most of them share or have in common. Think generally and find their “common denominator”.
Create a list and include details about your ideal customers, details like:
It may sound silly but giving a name to your persona is actually a huge step. It will be easier to mention, talk about and simply to refer to this persona during marketing meetings.
Demographics like age, gender, family status, etc
Be specific about your persona’s age, gender and other details so later it will be easier to identify them, to make groups and to create reports.
What are your ideal customer’s hobbies, what sports does he/she like or dislike? Finding the answers will help you understand their brand choices.
Find out what your persona is doing for a living, where they are in their careers, estimate what their monthly or yearly incomes are. This will help you in the process of pricing your product.
Include a photo. Think about the accumulation of features that you gathered so far and try to put a face on it. You can associate this persona with an existing buyer if it’s not a real person then find a stock portrait photo online that fits your persona’s description.Dig deep in details if you like. The more details you will include, the easier it will be to target this persona.
Understand your target audience
Now that you know who is your Buyer Persona do yourself a favor and try to understand them. Here are five steps to achieve that:
- Research online
The easiest way to research online is to do a Google search and explore the results. If you wish to do a more detailed research then dig into Facebook. Join your industry related Facebook groups, ask questions, answer questions, be part of the community. The idea is to observe the most active members of the community and this will give you a good idea on what it is that these people are interested in and they would be looking for in a product.
- Talk to your customers
If you already have customers then talk to them, call them on the phone if you have a personal relationship that allows it or send them emails. If you don’t have customers then select a few members of the Facebook groups that we mentioned in the above point and try to contact them. You need to understand your persona’s problems, struggles and needs. Be polite, curious and friendly but never ever be pushy or cross the line of good manners. Some people will be happy to help you and provide answers to your questions, some won’t, and that is fine.
- Get out of the building
This might be the best thing to do. Getting out of the building and visiting your customers or persona will give you the opportunity to observe them in their living or working area. You can learn things like what their needs are, what problems they are facing, how they act in a particular situation, what brands they use, etc.
Collect all your data and extend your list about your Buyer Persona. This will help you make clever decisions about marketing and sales tasks and ultimately it will help you grow your business.
Share your experience with us! Was this article helpful in pinpointing your Buyer Persona? We want to know so drop us a line or two at email@example.com