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Match your product/service with your ideal customer’s needs and desires
Match your distribution channel with your ideal customer’s behavior
Match your content with your ideal customer’s interests, problems and pain points
Definition: Buyer Persona
Personas (or buyer or marketing personas) are fictional, generalized representations of your ideal customers.Personas help us all — in marketing, sales, product and services — internalize the ideal customer we’re trying to attract and relate to our customers as real humans.
Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up and really anything that relates to customer acquisition and retention.
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1. Is s/he ready to buy?
Do you believe you can meet the right person at the wrong time?
The wrong timing can make the difference between a hot love story or landing in the friend zone, right?
Of course, it never happened to me…
Anyway, a prospect who is not ready to buy or needs too long to decide if your product is right for him/her is probably not the type of customer you want to focus on.
Ask yourself:
“What are the trigger moments that make someone ready to buy?”
We also call them Intent Signals.
That can be a moment in their personal life, like…
- Pregnancy
- College graduation or
- Wedding
Based on online behavior, like…
- Specific Google search
- Reading a particular piece of content
- Downloading a free ebook or
- Signing up for a webinar
Or a company event, like…
- Recent funding round
- Reaching a certain headcount
- Signing up for a new piece of software, etc.
Use these intent signals to decide when someone is very likely to buy from you and advertise to them or reach out via email.
2. Is s/he willing to buy?
To go a step further, your ideal customer needs to be willing to take the next step.
She might be ready to solve her problem (being single), but is she already looking for a new partner (Tinder)?
Think about actions that tell you that your prospects are willing to buy your product.
On the other hand:
“What are the red flags that give you a clear understanding that your prospect is not willing to take action?”
You need to be able to filter high potentials from time wasters.
Is s/he able to buy right now?
Money shouldn’t be an issue when it comes to dating.
Unless you fall for gold diggers. ?
When you try to seduce your prospects, though, it can be a more significant issue.
Make sure your pricing matches with your ideal customer’s buying preference and budget in both ways!
To even be considered, you can’t be too cheap, either. Otherwise, they get suspicious, or you will attract too many price-based buyers who leave the moment you increase the prices.
4. What is your customer's success potential
The next factor of an ideal customer is the success potential.
In the dating world, it’s basically your ability to make her/him happy (whatever that means to you).
You might want to get these enterprise clients that pay you three times more than your usual customers, but if you can’t satisfy them, you shouldn’t focus on them.
5. Is it efficient to acquire this customer?
Look:
How long are you willing to wait until you get the first kiss?
Months, weeks, days… 30 minutes?
With business leads, it can take a long time nurturing until you ever have the chance to get a meeting and the opportunity to sell successfully.
The question is:
“How much money are you willing to spend to acquire that customer?”
Sometimes, a couple of bucks for Facebook ads are enough. Other businesses in the B2B space need to calculate an acquisition cost of thousands of dollars.
6. How often can you delight your customer?
Nothing against one-night-stands, but sometimes it is so good that you want more from her/him, right?
Your ideal customer shouldn’t leave after one purchase either.
We are looking for someone we can cross- and upsell other products too in order to maximize customer success and our profit.
You’ve heard it a thousand times:
“It’s easier to sell to existing customers than acquiring new ones!”
7. Who could become real fans of your brand?
Referrals are the reason for most startup success stories.
It’s hard to grow as fast as a unicorn if you don’t turn customers into fans like this one…
In fact:
If you help your ideal customer solve his problem in the most convenient way imaginable, that should be the natural response ?
To finish my ridiculous dating analogy:
“Make your girlfriend/boyfriend tell everyone how great you are!”
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1. Always Improve
Change your mindset from one-off-project web design to ongoing improvements. You should be aiming to make small iterations regularly based on the feedback system you have set up.
This allows you to improve your offering in line with customer feedback and to earn your buyer’s trust over time.
2. Remember Who is Boss
(Hint: It’s not anyone in your business) Let your customers make the design decisions not the executive team who often aren’t skilled in design thinking. We all think we know what works but make sure that your internal processes are supporting your new approach.
3. Use Data to Make Decisions
Usability tests, website analytics, feedback surveys – use the data at your disposal to back up website design decisions and changes. Don’t be tempted to make changes based on assumptions alone.
4. Functional over Fancy
Don’t try to design the most beautiful website you can. Of course, you want the design to look good but the focus is on enabling customers to find the information they need quickly. This is not a treasure hunt for the customer.
5. Talk the Talk
Use your customer’s language, not yours. Pay attention to how customers describe what you do and update your website content to reflect this. Too often we get caught up in our own ideas about how to portray the brand and forget who we’re trying to sell to.
6. Solve the Problem
As we saw with the examples before, it’s crucial to make it clear exactly what problem you are solving for the customer. If your customer has to try and figure out what you can do for them, it’s not working. Be clear, concise and obvious.
7. Make Yourself Available
This should go without saying but we see this simple mistake all the time. Businesses make it difficult to get in touch with them. You need to include your contact details in plain sight, not hidden in a maze of click-throughs. Again, if the user can’t find the information they want quickly, you’ll lose them.
8. Forget Your Ego!
This should go without saying but we see this simple mistake all the time. Businesses make it difficult to get in touch with them. You need to include your contact details in plain sight, not hidden in a maze of click-throughs. Again, if the user can’t find the information they want quickly, you’ll lose them.
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