I agree with Daria - defining your buyer persona before running the ads makes the whole difference. Please see below how to complete it:
Who is your target customer? Where do they live? What is their family situation, annual income, spending habits? Knowing that will help you understand your customer better, get to know how they shop, and how much they are willing to spend. You will also understand what are their main issues and problems, so you could solve them better. And we already know that solving your customers’ problems is the most effective business strategy.
So how do we start our customer research?
We start from an internet search. Let’s say we want to find who is our ideal target customer for the beach umbrellas. We type in Google: “best beach umbrella to buy + discussion” which will give us the search results from the discussion groups where people discuss their buying needs:
As we can see, the gold mine of a research. Let’s dig in and see who is discussing the topic [hint: your target customers] and what issues do they mention.
The first link [Trip Advisor forum] and the first question already highlights the important topic:
Protecting from the sun while having fair skin. You know what people are searching for, and if you notice, that this topic returns often, you know this is a common issue. You found a problem you can solve [in a profitable way] with your product!
What I also like to do, is view the profile of a person who asked this question [Trip Advisor makes it very easy]. So what we can find:
We know that this particular user is family vacationer, if we click on passport, we can see what other places they visited, and also view other reviews they created, ratings and forum posts. That’s a really valuable research source for our needs. This helps us create a buyer persona, with defined needs and interests. Additional interests are also valuable, as it will help us create content [blog posts] on the topic that interests them, which is an excellent way to get them to visit your website.
Now, repeat this process a number of times, and on different platforms [spoiler alert: it’s a great way to kill a lot of time], gathering as much information as possible. Over time, you will see which issues repeat the most, which interests are most common, and that’s how you know you can focus on these to target. Discussion forums are a goldmine for a research!
What data is best to collect when preparing a buyer persona?
Here are some great questions you can ask when creating your buyer persona, suggested by Singla Grain:
What is the buyer’s occupation?
What type of company does the buyer work for?
What level of education has the buyer achieved?
What does the buyer like to do for fun?
What is the buyer’s gender?
What is the buyer’s age?
What is the buyer’s household income?
Who lives with the buyer at home?
Does the buyer live in an urban, suburban or rural environment?
How does the buyer spend his/her day?
What does the buyer read for fun?
How tech savvy is the buyer?
Which social networks does the buyer prefer?
What are the buyer’s biggest challenges at work?
How does the buyer define success in the workplace?
What are the buyer’s career goals?
What are the buyer’s biggest fears?
What are the buyer’s most common objections?
How can you help solve the buyer’s challenges?
How does the buyer prefer to communicate?
These specific details, while quite time-consuming, will help you uncover the information about your buyer, that none of the competitors know [as they couldn’t be bothered with the detailed research], which will put you way above them when marketing to your target customer. Once you spend few days completing the research [I promise, it won’t take more than 3-5 days], it will pay off handsomely in the future.
You can also use this helpful chart when creating your buyers’ persona [if you prefer to digest the information visually]:
You can use the same platforms you used with a customer research, when running a market research - you already uncovered some of the issues covered here in the customer research stage. Remember discovering the beach umbrella perfect for a fair skin? This is an important discovery in our market research.
Hope it helps,
Rock Paper Copy