CRO Series: Developing Buyer Personas for Your Business

by

Last week, we began a five-part series about conversion rate optimization (CRO) by providing a general outline of what exactly CRO is and its history and evolution in the world of marketing. We also provided some examples of strategies associated with CRO.

Today, we are going to begin discussing some of these strategies in depth, beginning with the very first step to any excellent CRO campaign: buyer persona research.

 

What are buyer personas?

A buyer persona is a general characterization of your ideal customer. Creating a concrete, tangible representation of your ideal customer helps you to better understand the kinds of messages that will resonate with them the most. By understanding your buyer personas, you are more likely to create successful products, share interesting and engaging content, and perform well in your customer service and retention. This makes the development of buyer personas the first step in successful CRO.

Buyer Personas

Creating a buyer persona takes a bit of research. You need to survey the right people about their interests, feelings, problems and pain points, while collecting demographic information as well. The amount of buyer personas you have will vary depending on the size of your company and the range of products or services you sell. You might just have one or two, or you could have a dozen or more.

Almost as important as the standard buyer persona is the “negative” persona. This is a representation of everything you do not want in a customer. Perhaps your negative persona falls outside of the demographic you want to target. Maybe they are too expensive to acquire, or already has advanced knowledge in a field in which you are targeting beginners.

How do I create buyer personas?

You can use surveys, interviews and other forms of research to get in touch with your taret audience to see who is more likely to be interested in your brand, product or service. Here are a few tactics you can use to gather the information needed to create accurate and effective buyer personas:

 

You cannot have outstanding conversion rate optimization without choosing the perfect customers to whom you gear your marketing. Begin by developing a buyer persona, and every step that follows will become significantly easier.

Contact us today at Viral Solutions for more information about creating buyer personas. Next week, we continue to discuss the best strategies for improving your CRO.

Thomas von AhnThomas von Ahn

Chief Elephant Slayer for Viral Solutions LLC

vs logo long clear revised

 

 

 

“Achievement seems to be connected with action. Successful

men and women keep moving. They make mistakes but they

don’t quit.” — Conrad Hilton

Let's Chat! Set up an appointment with me HERE.

Save

 


At Viral Solutions we are committed to seeing YOU succeed. It is our goal to grow your business with proven digital marketing strategies that will help your business for the long haul.

Stay Up To Speed in the Ever Changing World of Marketing!

Sign-up today for FREE, monthly marketing tips, loopholes, and news to EXPLODE your Return on Investment!



Share your knowledge and gain exposure by becoming a guest author on our blog! Learn how to write for us.

Filed Under: Business Tips

About Thomas von Ahn

With more than 30 years of experience in B2B sales across various industries, Thomas has unique insight into both the offline and online sales sphere. It was during his time in the trenches that Thomas noticed a recurring theme: Though business owners are knowledgeable about their craft or trade, they often struggle to market and sell to their prospects. This realization is what prompted Thomas and his now business partner, Christine, to bring Viral Solutions to life. Since starting the company, Thomas has been able to assist countless business owners in developing a solid marketing plan based upon sound marketing strategy, then assigning the marketing tactics to a team of talented employees, and, finally, watching those actions unfold—his true passion.

Though Viral Solutions is on Thomas’ mind 24/7, he does occasionally take a break to cheer on the Green Bay Packers and enjoy his adopted home of Wisconsin. Much of his family also works at Viral Solutions, and this closeness with family and employees is the cornerstone of the Viral Solutions culture.