How Do You Create Your Customer Persona?

 | Rev|To

Buyer personas are fictional, generalized representations of your ideal customers.

They help us all when it comes to marketing, sales, product development, and services.

Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention.

How well do you know your customers?

One of the most important factors, is the ability for marketers to put themselves into the shoes of the audience.

Effectively describing who your customer avatar is and how you can provide a product or service for them where they are instead of what you are selling

Components of Customer Avatar

  • Goals and Values
  • Sources of Information – what they read, watch, follow, etc.
  • Bio – age, gender, marital status, # and age of children and location
  • Challenges and pain points
  • Objections & Role in the purchase process

 

Here is a 4-Step approach to creating actionable customer profiles

1. Identify customer jobs. – Considered from the customer perspective, defines jobs as “things your customers are trying to get done in their work or in their life.” They identify three primary types of jobs:

  •  Functional jobs
  •  Social jobs
  •  Personal/emotional jobs

2. Identify customer pains. Pains are defined as anything that interferes with the process of successfully undertaking and completing a job, including potential risks. Pains fall into the following categories:

  • Undesired outcomes, problems, and characteristics.
  • Obstacles
  • Risks

3. Identify customer gains. “Gains describe the outcomes and benefits your customers want…[including] functional utility, social gains, positive emotions, and cost-savings.” The Strategyzer team suggests you define the following gains in terms of outcomes and benefits:

  • Required gains
  • Expected gains
  • Desired gains
  • Unexpected gains

4. Prioritize jobs, pains, and gains. To really deliver value to your customer, you need to gain a collective understanding of your segment’s preferences – what do buyers really care about? Rank the above findings according to the following scales:

  • Job importance
  • Pain severity
  • Gain relevance

Here you can read more about actionable customer profiles

 

Now take a look at these 5 steps to creating a persona

1. Survey your existing customers

If you have customers, put together a survey, get on the phone, or talk to them in your store and get to know them better. And If you don’t have customers yet, find people who you think are going to be your customers and talk to them.

2. Get out of the building

The biggest advantage over the competition is to get to know your customers in their “native habitat”. Seeing where your customers live and work gives you the real-world picture of how your customers will be making decisions. You can also observe what other brands your customers choose to surround themselves with

3. Research Online

If your customers are all from one location, or from a single industry, you can get a lot done online.

4. Analyze your data

Once you have collected all of your data, you need to synthesize it into one persona.

5. Share

After doing all the researching and creating a persona, it is already time to share it with the entire company. Everyone in the company should know what does your customer looks like.

 

Here’s a longer guide on how to create your customer persona

 

Things to be avoid when creating your first persona

  • Don’t base your customer persona on one real customer.
    • It is not good to go out, meet one customer and then write a bio of that certain customer for your persona. Remember, a good persona is composed of all your core customer and will bring elements from real customers.
  • Don’t base your customer persona on stereotypes
    • Don’t make assumptions about your customer persona’s interests and needs based on their age, gender, or location—do your research, and let your customers tell you about themselves.
  • Inconsistencies make your persona unrealistic.
    • The persona should be real as possible.
  • Don’t be generic.
    • The persona should have an exact age, specific interest and etc. You may find that you need to create multiple personas to represent different customer segments. Each persona that you created should be specific and represents one of your core groups of customers

Check out what to avoid when creating your customer persona