What are the Best Questions to Ask When Creating a Buyer Persona?
So, you’ve heard about the usefulness of buyer personas and have decided to roll up your sleeves and knock one out. I mean, really, how hard can it be? But, as you stare at the blank screen you realize that aside from capturing basic demographic information, you don’t know the first place to start.
Buyer personas are highly customized, written documents that describe fictional people who represent the target market for a business. They are based on as much real data and market research as possible. Naturally, the more information you can gather, the better.
It is not uncommon to create multiple buyer personas to represent different types of customers and/or individuals who will be involved in a purchasing decision. So, you can see how this can become a bigger project that one might expect. But, I promise, it will be worth your while.
We create buyer personas to get into the minds of our customers. If we can better understand who they are and the issues that concern them we can do a better job of attracting, serving and retaining them over time. Buyer personas can be used to improve your marketing, customer service, sales and product development. So, what are you waiting for?
“Customer service shouldn’t be just a department, it should be the entire company.”
– Tony Hsieh, CEO of Zappo’s
Although there is no one-size-fits-all list of questions that will suit every business, there are some common ones that can be used as a starting point and expanded upon as needed. I have captured them in the nifty infographic below. If you run a B2B focused organization, your buyer personas will include more of the professional questions while a B2C company may tailor their personas toward personal concerns.
If you would like more information about what buyer personas are, why they are important and how they might be used, please be sure to read my post titled, “What Every SMB Should Know About Buyer Personas.” If you prefer to talk to me in person, feel free to reach out in the comments below or through my contact form.