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Essential Tips For Developing Buyer Personas


July 8, 2019
Essential Tips For Developing Buyer Personas

A successful organisation knows their customers well. As a business owner – whether franchise or not – one of the biggest mistakes is not understanding customers’ needs. Developing buyer personas is therefore crucial.

Once you’ve joined your chosen franchise, you need to develop your business plan to reflect your audience. This stretches beyond merely recognising a typical client base – you’ll need to break down the individual personas and their personalities. To effectively communicate with them, you need to outline everything from their core values to their day-to-day lives.

In this guide, we explore what buyer personas are and offer some tips to create such descriptions.

What are buyer personas?

In short, customer profiling outlines your ideal clients along with other conventional buyers – including negative buyers. These buyer personas then help businesses map out customer journeys, backgrounds, motivations, goals and concerns.

These can then be used to help determine where (and to who) your marketing messages should be targeted.

According to Mark Schaefer, 90% of sales usually come from three to four buyer personas. This highlights the impact of targeted marketing, and without including them, your suggested marketing efforts will feel purposeless.

Personas allow you to create content that people actually want to see. They uncover specific information about your customers – and the more you know about them, the more targeted your marketing message can be.

Ready to learn how to create buyer personas? Let’s get started…

  1. Research your target audience

Firstly, you need to do your research. Provided you already have an active customer base, this is easy enough to start. However, while companies can use their CRM or customer database alternative, your business plan will have to rely solely on the social media followings of your chosen franchisor.

Studying Twitter and Facebook accounts helps you gain a visual representation of your franchise’s client base – one that allows you to guess their approximate age bracket and gender.

  1. Go deeper with objectives

But this is only base-level data – creating buyer personas requires you to go further and determine their motivations, beliefs and any obstacles that get in the way of you and them. Customer surveys and current clients can help you discover these.

When creating buyer personas of the customers of a Rainbow franchise, for example, you need to outline the objectives that someone would have for seeking specialist cleaning and restoration services. Questions you might ask yourself are:

  • Are they a boutique store owner in a quaint seaside town, under pressure to keep their property in line with the surrounding area?
  • Is it the homeowner of a large residential manor who has little time to clean the house themselves?
  • Has reduced tourism resulted in an inability to regularly hire a restoration specialist?
  • Is the homeowner apprehensive about hiring a full cleaning service and would prefer the intimacy of a local one-(wo)man band?
  1. Segment that audience further

Next, gather the details and organise them into four or five personas. This involves identifying all those people with similar motivations and obstacles and grouping them together. You should see a pattern begin to emerge.

Perhaps it’s professionals between 25 and 35 years of age that use your franchise’s service based on convenience – they might be strapped for time. An entirely different group might use it because they have a complex problem that only this service can solve – they could be office managers over 40 years of age. Come up with names for each group, listing everything you know about them.

  1. Vary content to suit each audience and stage in the journey

You can even start pinpointing persona priorities. A boutique shop may find Rainbow through an online search, then contact the local branch and enquire about price. They know they need the work doing in order to sustain footfall, but if the price is presented in the wrong way, they might think the expense will outweigh the risk of closure. This customer can be targeted specifically with discount offers and sales emails.

With the homeowner, we know that cash flow is generally less of an issue. Their primary barrier is a fear of judgement from others and a personal guilt that the service is unnecessary. Email content sent to them should cover the perks of domestic services as well as statistics of how many UK citizens hire the support of cleaners. This, alongside promoted social content of happy clients in surrounding areas, will help to reshape their perception. 

  1. Develop buyer personas with potential barriers

At this stage you’re going beyond creating buyer personas and starting to refine them, tailoring your responses to any further objectives and objections you discover along the way.

Developing buyer personas involves asking more in-depth questions, such as:

  • How does this person spend their day?
  • What problems arise during their day?
  • How do they usually find solutions?

Equipped with this information, you can develop detailed buyer personas. You can then create even more accurate and effective marketing campaigns that appeal to your entire customer base.

At Rainbow, our franchisees are fully supported by a wealth of marketing material and a proven history of what works – and what doesn’t. Our team can support you in determining how to create buyer personas, but you’ll need to show initiative in marketing yourself to Rainbow’s audience.

We reward franchisees that show ingenuity, so if you’d like to join a franchise that’s forward-thinking, get in touch today