4 Important Sources You Need To Create
Your Buyer Persona
Now that you know what a customer persona is, what you need to include, now let’s talk about how you can get the information you need.
Fashion is very dynamic and consumers are definitely using more clothes for a less period of time, Why you may ask?
Simply because they have more options!!! And are more informed, so if they don’t feel a brand connects with them, they just find another! So you want to start your research from your customers.
You could consider;
- Surveys
- Interviews
- Digital Channel Analytics
- Sales Data
- Customer Reviews/ Feedbacks
Now let’s discuss 4 of these sources
#1 Surveys :
If for instance, you are trying to introduce a new service or modify your branding, policies, etc sending a survey to people in your database will help you know the opinion of your audience even before you embark on the project.
These could give you insights into how to go about the project when to launch the new concept or even place it on hold.
Gap Inc. for instance introduced a new logo in 2010, only to receive some backlash from the consumers and within one week, the logo was pulled down.
Perhaps if Gap Inc. had conducted a survey, the money spent on re-branding could have been invested into something more profitable.
#2 Interviews:
Conduct an interview with people who will be willing to give you insights into the questions discussed in (this article). Such people may include; Your existing customers, old customers, as well as people you suspect might be your customer.
Doing this will be accurate and help you to truly know your audience.
#3 Digital Channel Analytics:
Virtually all digital channels have analytics in them, which can enable you to study what is happening on your website. Google Analytics, for instance, can show your the following details:
- Demographics Overview
- Age range to target
- Gender with the most and least conversion
- Age/ Gender and Interests
- Device /network
- Location
- New / Regular users
- Keywords and pages the user interacts with
- Source of the user
In some cases, you can get real-time data such as the actions performed by the user while online. Eg scrolls, clicks, etc.
Hence, studying your analytics can help you know who you are targeting. Is it different from the audience in your sales data? Or perhaps your survey forms say otherwise. Then you can reposition your brand appropriately.
#4 Customer Reviews/ Feedback:
Here is another inexpensive way to get information from your audience. From your reviews, you can get the following information.
- Who they are
- Their interests
- Expectations
- Frustrations
- The reason they have decided to be loyal to you.
On a final note, remember the purpose of this is to know who your ideal customers are, where to find them, and the appropriate content to provide for them at each stage of the Buyer’s journey. This, therefore, implies that you need to avoid making decisions based on guesses as much as possible.
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