Building a buyer persona is the process of creating a detailed profile of your ideal customer. This involves analyzing market research, identifying demographic and psychographic information, understanding behavior patterns, and creating a comprehensive profile that captures the essence of your target buyer.
Buyer personas are semi-fictional representations of your ideal customers. They help you to understand their needs, wants, and pain points. This information can be used to create more effective marketing campaigns that resonate with your target audience.
How To Build A Buyer Persona
One of the most common challenges marketing professionals face is identifying their customers and prospects in detail. This is where defining personas is so helpful. Buyer personas are important because they help you to create more effective marketing campaigns. When you know who your target audience is and what they care about, you can tailor your marketing messages to appeal to them. This can help you to increase your conversion rates and generate more leads.
Conduct Market Research
Start by gathering data on your target market, analyzing competitors and industry trends, and identifying pain points and challenges faced by your target audience.
Identify Demographic Information
Determine age, gender, income, education level, geographic location, family status, and occupation of your target audience.
Understand Psychographic Information
Analyze lifestyle and personality traits, values, beliefs, and attitudes, and cultural background and influences.
Identify Behavior Patterns
Determine buying patterns and decision-making processes, communication channels and preferences, and media consumption habits.
Create the Buyer Persona Profile
Once you have all the necessary information, create a detailed profile that captures the essence of your target buyer.
Use Buyer Personas Effectively
Tailor messaging and content to the buyer persona, use appropriate communication channels, and continuously refine and update the buyer persona as market conditions change.
Building Buyer Personas for our Client’s Digital Impression Scanners
Who is our client?
Going to the dentist is something all of us should do. It’s also something many of us avoid. There’s the potential for a lot of pain, the fear of being judged, and, of course, the x-rays and nasty-tasting goo they use to get impressions.
That’s where our client comes in. They offer a digital intraoral scanner that provides #3D images of a patient’s teeth. It’s reliable, accurate, and offers an experience patients enjoy.
Who are our client’s target customers?
At a high level, we knew our target customers for their products were orthodontists, general dentists, prosthodontists, and dental laboratories. They value high-quality patient care and are willing to invest in technology to improve their workflow and patient outcomes. Their products are designed to meet the needs of these customers by providing a fast, comfortable, and precise digital dental scanning process that can be seamlessly integrated into their practice.
Knowing the potential buyer is only the beginning. If we want to be more effective with our communications, it’s not enough. We need to go further by defining the customer base via several personas. Here is an example, along with a buyer journey map.
Buyer Persona
- Name: Dr. Sarah Jones
- Age: 40
- Gender: Female
- Occupation: Orthodontist
- Location: Los Angeles, California
- Education: Doctor of Dental Surgery (DDS), Master of Science in Orthodontics Professional
- Affiliations: American Association of Orthodontists (AAO), California Dental Association (CDA)
Demographics:
- Married with two children
- Annual income: $300,000
- She owns her practice with five employees
- She uses the latest technology
Psychographics:
- Values patient care and satisfaction
- Stays current on new developments in orthodontic technology
- Prioritizes efficiency and accuracy in her practice
- Seeks to stay competitive in the market
Buyer Journey Map:
- Awareness:
- Dr. Jones hears about intraoral scanners through an industry conference or trade show.
- She also reads industry publications and online forums to learn more about the latest technologies in orthodontics.
- She becomes aware of the benefits of digital impression-taking and the potential time and cost savings that can come from investing in an iTero scanner.
- Consideration:
- Dr. Jones conducts online research and compares intraoral scanners with other digital impression systems.
- She reads reviews, watches demonstration videos, and considers the cost and features of each system.
- She also consults colleagues and other industry experts for their opinions and recommendations.
- Decision:
- Dr. Jones decides to invest in an iTero scanner for her practice.
- She contacts a local sales representative and schedules a scanner demonstration in her office.
- She reviews the terms and conditions of the purchase agreement and decides to proceed with the purchase.
- Purchase:
- The iTero scanner is delivered and installed in Dr. Jones’ office.
- She receives training on using and integrating the scanner into her workflow.
- She begins using the scanner in her practice and experiences the benefits of improved accuracy, efficiency, and patient satisfaction.
- Post-Purchase:
- Dr. Jones provides feedback to the iTero support team and receives ongoing updates and training materials.
- She also shares her positive experience with colleagues and other industry professionals through online reviews, social media, and word-of-mouth.
- She continues to use the iTero scanner in her practice and recommends it to other orthodontists and dental professionals.
The more we know about the buyer persona and journey, the more efficient you become with every marketing dollar you invest. There was an old joke a client would tell before brand strategy and digital advertising changed everything. They’d say, “I know half my advertising works. I just don’t know which half.”
After defining your target base, you will be able to track and target everything—virtually ending the Spray and Pray approach to your marketing dollars. And let’s be honest, the one size fits all marketing approach has never worked for any company. Detailed personas and customer journey maps unlock the insight needed to customize your message and media selection. The result? A better ROI on your budget.
Final Thoughts
Building a buyer persona is an essential step in creating effective marketing campaigns. By understanding your target audience on a deeper level and tailoring messaging and content to their specific needs and preferences, businesses can drive conversions and build strong relationships with their customers. Remember to continually refine and update your buyer persona based on market conditions and changes in customer behavior to stay ahead of competitors and achieve long-term success. Additionally, creating a buyer journey map can help visualize the path that your buyer persona takes in the process of becoming a customer.
If you’d like to begin a no-cost, no-obligation discussion about this or anything else about your marketing, we’re here to help.
About The Frank Agency:
We’ve used our more than 40 years in business to develop two core competencies—brand positioning and digital marketing with our primary expertise in b-to-b marketing.
We’re proud to say that our longest client relationship is over 30 years. We foster these kinds of long-term relationships because our ultimate objective is to become an extension of your marketing team. Your priorities become our priorities. Your goals become our goals. And your success becomes our success.
If this sounds like a better way of doing business, please visit our website, reply to this email, or give us a call. We’d love to see how we can help.
913.648.8333