How to create buyer personas for sharp targeting on social networks?
Let's go fishing. Just for the sake of this analogy. What do you do when you want to catch a whole lot of fish that you can sell? Do you just take your fishing rod and sit around waiting to catch any old fish, even if you just get two or three, or do you actually take the time out to figure out the best season, the best technique and best equipment, based on kind of fish you are trying to catch? Chances are you would prefer the latter, especially if you wanted hundreds of fish instead of just two or three, to make a good sale in the market.
When you study your audience to see what they are like, what they react best to and how they tend to think, you are figuring out their buyer persona. This is just a description of what your buyer's personality is like so that you can use this information to build better ad campaigns. Let's take a look at how you can create a buyer persona so that you can make a better outreach campaign on social media.
Building your buyer persona
When you are building your buyer persona, there are several factors that you need to take into consideration:
· Find out the demographics of your target audience: Where do they work? Where do they live? What sort of college did they go to? What level of education does your target audience typically have? This information helps you to better understand what sort of person your ad needs to be speaking to.
· Determine the issues your typical customer faces on a daily basis: Is your customer working late shifts and getting home too late to do any grocery shopping? Then perhaps your late night grocery app is best placed to remind them that they can get their meal's ingredients even at midnight. Understanding any sort of problem that your customer faces, and using that in your ad campaign, helps to create an instant connect.
You can build your buyer persona either through conducting intensive research using customer surveys, or you can even make use of Google Analytics.
Using Google Analytics to build your buyer persona
· Look at the different keywords that users have used to arrive at your website.
o Go to Google Analytics Acquisition Tab and drill down to Organic traffic. Use keyword as the dimension.
·
Look for the same features that different users exhibit when they search for your site.
o Club the keywords and find out if you can define users as 'serious health freaks looking for organic food at discount' or 'newbies looking for diet charts from professionals'
·
Look at what social media platform users are choosing when they arrive at your website.
o Is Facebook sending in people who are looking for exercise charts? And then is Twitter sending in people looking for deals?
Google Analytics can get you started. But you will have to take help from social media analytics inbuilt in Facebook or Twitter to see how your fans and followers define themselves. Look at what your audience's likes, dislikes and interests are so that you can better understand them.
Finally, build a persona that contains the following information and much more:
· A brief description of your buyer
· Their Goals
· Their Fears
· The way they unwind
When you study your audience to see what they are like, what they react best to and how they tend to think, you are figuring out their buyer persona. This is just a description of what your buyer's personality is like so that you can use this information to build better ad campaigns. Let's take a look at how you can create a buyer persona so that you can make a better outreach campaign on social media.
Building your buyer persona
When you are building your buyer persona, there are several factors that you need to take into consideration:
· Find out the demographics of your target audience: Where do they work? Where do they live? What sort of college did they go to? What level of education does your target audience typically have? This information helps you to better understand what sort of person your ad needs to be speaking to.
· Determine the issues your typical customer faces on a daily basis: Is your customer working late shifts and getting home too late to do any grocery shopping? Then perhaps your late night grocery app is best placed to remind them that they can get their meal's ingredients even at midnight. Understanding any sort of problem that your customer faces, and using that in your ad campaign, helps to create an instant connect.
You can build your buyer persona either through conducting intensive research using customer surveys, or you can even make use of Google Analytics.
Using Google Analytics to build your buyer persona
· Look at the different keywords that users have used to arrive at your website.
o Go to Google Analytics Acquisition Tab and drill down to Organic traffic. Use keyword as the dimension.
·
Look for the same features that different users exhibit when they search for your site.
o Club the keywords and find out if you can define users as 'serious health freaks looking for organic food at discount' or 'newbies looking for diet charts from professionals'
·
Look at what social media platform users are choosing when they arrive at your website.
o Is Facebook sending in people who are looking for exercise charts? And then is Twitter sending in people looking for deals?
Google Analytics can get you started. But you will have to take help from social media analytics inbuilt in Facebook or Twitter to see how your fans and followers define themselves. Look at what your audience's likes, dislikes and interests are so that you can better understand them.
Finally, build a persona that contains the following information and much more:
· A brief description of your buyer
· Their Goals
· Their Fears
· The way they unwind