Creating a buyer persona for Short-term Medical
What is a buyer persona?
A buyer persona (also known as a customer persona, audience persona, or marketing persona) is a detailed description of a person used to represent your target audience since you can’t personally get to know every individual customer. You create this fictional person by gathering information about your desired audience and assigning them a name, demographic, interests, and behavioral traits. They will also have goals, pain points, and buying patterns for you and your business to keep in mind. You’ll want to think and speak about this character as if it were an actual person so you can craft your marketing to target them directly. Doing so will ensure that your brand maintains a consistent image.
Buyer personas are used to help you focus on addressing customer concerns over your own. It’s best to think about your buyer persona when planning your marketing strategy. Does the campaign address the Short-term Medical specific needs of your buyer persona? Are you thinking about their pain points and buying patterns? Planning your strategy on questions like these can ensure you are keeping your customers top of mind.
How to create a buyer persona for Short-term Medical
1. Research your audience
Time to start asking the big questions. Who is your target audience? Who are your competitors targeting? You can get a more in-depth look by using social media analytics, Google analytics, and your existing customer base to obtain details like:
- Age
- Location
- Language
- Spending power and patterns
- Interests
- Challenges
- Stage of life
While you’re looking, it’s also a good idea to see which social channels your audience uses to apply your marketing strategy more effectively.
2. Identify your customer’s goals and pain points
Finding out what motivates your customers is an essential piece of information to know. Understanding their goals influences your marketing strategy, from the type of advertising you focus on to the kind of language you use when talking to them.
You also need to discover their pain points. What issues are your customers and prospects facing, and how are they trying to solve them? What factors are keeping them from being successful? You can gather information using social media sentiment analysis as well as your sales team and customer support department.
3. Understand how to help
Now that you’ve researched your target audiences’ goals and struggles, it’s time to think about how you can help. This includes thinking beyond what your Short-term Medical product does and how it can make their lives easier or better. Look into your audiences’ purchasing barriers and ask yourself what you or your company can do to help overcome them. Narrowing the answer down to a single sentence can help you better visualize what you need to do to help.
4. Use what you’ve learned to create your buyer persona
Gather all the research you’ve collected and find the most common characteristics. Grouping these traits gives you the foundation for your buyer persona. Next, you should give the persona a name, job title, home, and any other appropriate defining characteristics. Strive to make them seem like a real person.
An example would be:
Lawrence Anderson
- Age – 57
- Gender – male
- Interests – online shopping, travel, family activities, art, self-improvement, and nutrition
- Education – attended college
- Income – $55,000
- Relationship – Married
- Language – English
Lawrence lives in the city with his wife. He has two children and likes to travel on the weekends and spend time with his kids.
As you can see, this isn’t just a list of traits but a detailed description of a potential customer. Using a buyer persona lets you think about future buyers in a human way rather than a collection of data points. While this snapshot isn’t accurate for all your potential clients, it does cover the greater whole in a meaningful way. While constructing your buyer persona, don’t forget to include their pain points and describe who they are now and who they want to become in the future.
If you need any help or assistance, call the professionals at Agent Pipeline at 800.962.4693
