Where to get started with buyer personas.

First off, why do you need Buyer Personas?  

If you accept that the customer wields most of the power in a buying-selling situation then it follows that you should understand your customer.  It’s almost trite to say it. 

But here’s the problem.  All of us think we know our customers, after all we meet with them regularly, we talk to them, we question them.  Unfortunately we rarely ask them the basic questions that will lead us to customer enlightenment.

Here’s what we normally ask customers:

  • What do you think of our products?
  • Are they doing a job for you?
  • Are they easy to use?
  • What score out of 10 would you give us for our customer support?

…and on it goes.

Can you spot the problem with these questions?

Put simply they are not customer centric, they are ‘you’ centric.  You want the customer to tell you all about your products when the customer barely gives them a second thought, unless they go wrong.

The process of building buyer personas starts with meeting your existing customers.  Go and meet them and arm yourself with a number of questions (6 at the very most 4 is best).

What should we be asking customers in order to build really good buyer personas?

It’s dead simple.  Ask them about themselves.  Depending on which buyer persona you’re talking to, you might want to change the questions.

  • What does a day look like to them?
  • What goals and objectives are they tasked with?
  • What are the things that really grind their gears about suppliers like you?

Keep going till you really understand the person in front of you.

Top Tip –  don’t sell them anything, stay off the subject of your company and its products and services.

Another Top Tip – you might want to think about using an external company for this work.

Once you arm yourself with 6 or more of these interviews, you’ll start to see patterns emerging.  These should form the basis of your buyer persona along with any research work you’ve done.

If you want to know what a buyer persona looks like, click here.

“You can no longer market to the anonymous masses. They’re not anonymous and they’re not masses. You can only market to people who are willing participants. ”   Seth Godin.

How to Market an ERP System

How hard can it be? Marketing ERP systems is quite easy isn’t it?  You tell the market about all the features of your product, be it NetSuite, SAP, IFS, Odoo or whatever, then your sales person digs out the opportunity and the sales process begins.  To do this you’ll make a bunch of competitive claims:

Read More »

Stop talking about yourself.

This is a selfie-obsessed world. Every change of shoes, airport or bar is captured on mobile phones and promoted on social media. But the biggest mistake a B2B brand can make is to constantly talk about yourself. The first and most important thing to realise is that no-one cares. Rule number 1 then in B2B

Read More »

Inbound v Outbound; is it one or the other?

Inbound v Outbound. You may have seen recent articles on the subject of Inbound Marketing, comparing it to ‘Outbound Marketing’. Inbound is seen as the new method of attracting visitors to your website and outbound is the old style ‘push’ marketing. Inbound is usually portrayed as the way customers naturally want to engage with your

Read More »

How do you know you’re being ripped off by your web company?

By Benny Placido Over the years we’ve spotted a number of tell-tale signs that will indicate whether or not you’re being ripped off by your web design company.  But surely it should be obvious? Unfortunately it’s not, because most business people are not web experts and they expect their web company to look after them.

Read More »

Why ‘more’ means ‘less’ in Digital Marketing.

Here’s an absolutely true story, that I was personally involved in, that demonstrates the utter idiocy of going for more and more email contacts, Facebook likes, Twitter followers etc. When we were first starting out, a customer asked us to do exactly that ‘Get me more contacts, likes and followers, I need to reach more

Read More »

The simple elements that make up an Inbound Marketing Campaign

In my never-ending quest to help you develop better inbound programmes, I was trying to find a simpler graphic to explain the elements that make up a straightforward inbound campaign.  There are lots of diagrams that show the process from Awareness – Consideration – Decision and from strangers – visitors – leads etc. but nothing

Read More »

contact us

If you would like to discuss any aspect of your Web or Marketing please fill out the form below and we’ll get back to you as soon as we can.

our adress:

1 Station Loan
Balerno
Edinburgh
EH14 7AW

Phone: 07789 957 830