Buyer Profile is an analysis of the PEOPLE who make decisions. We previously defined the COMPANY you want to do business with as Ideal Customer Profile and if you haven’t done it, you may want to go look at the ICP for web agency article and do a quick definition for yourself.
By defining Buyer Personas you will be creating semi-fictional representation of your ideal customer based on market research and real data about your existing customers. This is a strategic tool in making informed decisions that will improve your targeting and business growth.
If you are going to discover your personas you will be able to create content and organize promotional campaigns that:
Also, those semi-fictional profiles support you to make the right decisions regarding the:
You will get a great advantage on the market because you will focus on the correct segments of the market using the most efficient strategies and you will also attract better quality lead and ideal visitors.
Before you start defining buyer personas, keep in mind it is a relatively hairy area. Let’s look at some guidelines we have prepared so you know how to approach this process:
Usually buyer personas are based on real research, interviews. ….. However sometimes we don’t have the budget or the time to do all the research. In this case we can define and use Proto-personas instead of Buyer Profile. They are a bit different and here’s what you need to know:
So, now let’s find out how you can create a profile of a buyer persona for your web agency. You will need to gather information about your customers. You can then use this information to get a more accurate version of your Buyer Profile. Here are a few suggestions of ours that you can do right away:
Make interviews. Find a bunch of people that are decision makers in companies you have defined to be ICP and ask them for a short talk for some questions. Say you are doing research and can help you a lot if they could dedicate 30m. Here is a great set of questions you can use as framework.
Current and past clients are your best immediate information. You have that information, you just need to classify it. Use the same questions from the interview, just answer them yourself - you should know most of the answers. If some answers are not obvious give your clients a call. It’s a good opportunity to reestablish the connection.
Now is the time to do some of those steps and get some answers. Do at least 3 full interviews with some clients to be able to continue with creating the profile.
Now that you have collected information, look at it and decide the common trends between people. Take the most common (and important things for you) even if they are positive or negative. You need to figure out why the people are looking for your products and services.
You are probably a company that is making apps for smartphones and websites and the common things your potential customers have is that they are a small to medium company, they do not have so much profit, they do not have a CTO, the owner has a lot of responsibilities, they need to sell themself and become more popular on the market. In conclusion the owner is too busy to take care of this need and he does not have the knowledge to do it, so he will want to contact you to take care of this job. Because he does not make that much profit you can give him options of payment.
Since you’ve already done research and you have answers to the interview questions (right?) you can sit down and start grouping things you see in common. Group the trends into things that good clients do/are and things that bad clients do/are. Once you do that, you will start getting a feel of an imaginary person that works in the ideal company and is at the right position to do business with you. And that’s what we are aiming at.
Now the creation. It will be easier for you to create a buyer persona profile by using templates. We looked at everything there was online and compiled a buyer profile template for digital agencies by adding everything required and removing the irrelevant things. Use that template and fill up with the data from the common things you noticed between the interviews. Again, when you start doing this, a few things might change during the process and you can adjust them. I know it always so helpful when you see this work done and completed by someone else, so here are two examples of buyer profiles - Mark and Phillip.
If you feel you need to dig deeper on your own and make your own template we made you a list of a few we found online:
The number of personas has to be the same as the number of subgroups but keep the number as minimum as possible because, buyer personas require constantly updates and if there will be some modifies it will take a lot of time to work on it. You don’t need to create a buyer persona profile for each role, department, function, campaign.
Empathy represents the ability to understand and share other people feelings. An empathy map is a tool that it helps you understand deeper your personas and how do they think. You can create this map after building your buyer persona because it will help you have a better understand about your persona. The buyer persona will get you the surface information and the empathy map will get you the insights.
The map is divided in 6 section: think and feel, hear, say and do, see, pain, gain and it looks like this:
What the user is thinking and feeling when is interacting with you products:
What does my customer hear about my products:
What my customer is saying and doing :
What my person sees about my product:
This section is about customer’s need, gains, wants, success :
This section is about person’s frustrations, pain points, fears:
You can build your own empathy map just by printing that piece of paper we prepared for you (template) or just draw it by hand on a white sheet.
These are a few tools that can be used to collect and analyze your audience.