Today, marketers are becoming increasingly data-driven, offering customer insights to the business in order to guide strategic growth. A way to achieve this is through the analysis of customer demographics, behaviour patterns and motivations, which are all part of building a good buyer persona. Many businesses are now using buyer personas as a means of better, more targeted customer engagement and communication.

Buyer personas can enable organisations to give customers a much more personalised experience, but, it is important to establish what a well-developed persona looks like. Well-developed personas are full of rich insights into the motivations, pain points, and views that drive customer behaviour, whereas poorly developed personas just reinforce existing opinions. Getting it right can mean the difference between you and your company achieving its business objectives. It doesn’t get much more serious than this.

Here are some top tips on building successful buyer personas, and how to avoid the pitfalls.

1: Take control of your data:
In order to create successful buyer personas you need to be able to capture your data successfully, having a 360 view of all customer data sources is crucial. Standardise data fields and values to ensure consistency and make sure there are no data duplications. Its importance is not just the quantity and clarity of the data, but the insights and intelligence derived from that wealth of information.

READ MORE>>