12 Jul 10 Most Important Things To Know About Your Buyers
Knowing exactly how to reach your target buyer can be incredibly difficult. Marketing trends change constantly. Demographics can change not to mention social perceptions and priorities are always up and down. One minute something works, then the next it doesn’t. Mix all of that in with rapidly evolving technology and what you thought you knew about your buyer quickly becomes obsolete information.
Creating, maintaining, and reviewing a buyer persona of your target buyer should be done on a regular basis and part of your overall marketing strategy. In the article below, we identify 10 things that are highly important to know about your buyer and how to best reach them in today’s market.
If you don’t know who you’re selling to, then you cannot craft messages, develop ad campaigns, target content, and make genuine connections. Creating a buyer persona (knowing who your buyer is) allows you to accomplish your goals, hone your messages, and reach the people who actually care about your services/products.
10 Most Important Things to Know About Your Buyers
1. Who they are.
At the most basic level you need to understand who your buyer is. If you don’t know who you are trying to sell to, then how are you going to develop a strategy, craft messages, or even market your services/products?
Without knowing who your buyer is, you’ll find it incredibly difficult to meet your goals and accomplish any real progress. Creating a buyer persona is the best place to start when it comes to better understanding who your buyer is.
You owe it to yourself, to your brand, and to your customers, to understand who your buyer is. With this information, you’ll have the ability to lay the foundation of your marketing strategies and tailor your messages to better target your buyer and their needs.
2. What they do.
Knowing what your buyer does for a living is only one part of “what they do.”. Yes, it’s a crucial part of the buyer persona puzzle, but it isn’t the only piece. Are they tradespeople? Do they work in the medical field? Maybe you’re going after an even more segmented group and only want to target lawyers specializing in estate planning. Understanding their profession allows you to understand their income and the challenges they face at work.
But here’s the kicker:
Your buyer has hobbies. They might have a family. Maybe they have pets. These “extra” factors are all things “they do.” You have to consider how a family might impact the way a buyer makes their purchasing decision. If a buyer doesn’t have a pet, then they won’t connect with messaging about getting up at 5:30 am to let the family dog out. The point is these extra things all affect the way you market to your buyers.
3. Where your buyers are online.
If you don’t know where you buyers are online, you cannot and will not reach them. Different audiences use the digital world in different ways. For example, younger demographics might be using Snapchat and Instagram more than older demographics who typically stick with Facebook. Understanding the differences in these channels will be key in crafting your messages.
Beyond social media, where else is your audience online? In your buyer persona, you need to understand how buyers are actually using the Internet. Are they shopping? Researching? Watching TV shows? What do they spend time doing when they’re online?
According to Internet Live Stats, over 3.5 billion people use the Internet every day. What’s more is that number continues to grow every day, so if you think your buyers aren’t online, it might be time to rethink your strategy.
4. Where your buyers are offline.
Yes, your buyers are online, no that doesn’t necessarily mean you should ignore every offline channel.
A few years ago, it looked like print was completely disappearing, but in our digital focused world, there’s something to be said for quality print. Because you can pay to opt out of digital advertising (pop-up blockers, unfollows, and paid subscriptions), it’s important to know about your buyer’s offline habits.
Quality print materials like a direct mail campaign or even a small leave behind for after a sales call can make all the difference in a marketing strategy. It all comes down to understanding your buyer and knowing where they are and what they appreciate.
5. What they expect out of a purchase.
Everyone expects something different out of a purchase. We aren’t talking about standard expectations. Yes, your service needs to be amazing and your products have to work, but don’t you expect something else when make a purchase?
Let’s think about a tie for a minute: If I buy a tie, I expect it to fasten around my neck and look good with my suit. But, it’s actually much deeper than that.
The buyer from the tie example expects it to match a shirt a certain way, they expect it to tie a certain way, they expect to feel a certain way when they finally wear it.
Buyers don’t necessarily care about the function and features. They care about the benefit. The tie gives the wearer confidence to land their first job. That’s what matters. Not that it tied. Of course it tied. It’s a tie. But now, it’s their lucky tie.
6. The pain points buyers are struggling through.
Your buyers are facing a challenge. You may not know it or think about it, but they are. That’s the whole reason they’re searching for you and your services/products. They need a solution to whatever it is they are facing.
The best way to connect with buyers is to understand what those pain points or challenges are so you can communicate just how you solve them. When you create a buyer persona, it’s important to list out all of the potential pain points that you have a solution for and all of the pain points your buyers are going through.
Understand what solutions you have, so your messages can be created to address those solutions. If someone is suffering through back pains, they’re going to be searching for remedies, not a back brace If you have a revolutionary back brace, then be those remedies. Show and tell your buyers just how you solve their back pains.
7. When they make their buying decisions.
It’s time to ask yourself an honest question: do you know how long your sales cycle takes? A few days? A few months? Well, here’s an honest for you: it’s longer than you probably think.
The sales cycle doesn’t really start when you first talk to your prospective buyer. It starts when the buyer sees an ad, has a problem, researches, or thinks about making a purchase.
It’s important to understand the factors that go into motivating your buyer to actually buy. Have their pain points become unmanageable? Are they finally ready to make an upgrade? The possibilities for this motivation are almost endless. However, understanding when buying decisions are finally made can help you nurture leads more effectively.
8. What they think about you.
Perception is a difficult game that you most likely won’t win. The way buyers perceive your brand is ingrained in their minds. You want whatever that perception is to be as positive as possible. Before you can begin changing or attempting to change that perception, you need to understand where you stand with buyers at the moment.
Do buyers think your brand is innovative, respectable, trustworthy, edgy? Talk to current buyers, if you have to, in order to understand this. Do whatever it takes.
When you know where you stand with buyers, you can start creating strategies to get to where you want to be.
9. What they think about your competitors.
It’s also incredibly important to understand the way your buyer perceives your competitors. Are they more respected? Do buyers trust them more? Are they less edgy than your brand?
Remember, you probably won’t be able to change they way a buyer perceives a brand, especially a brand that isn’t yours. What’s important here is to understand the differences between your brand and your competitors.
Take a look at your competitor’s marketing, branding, and website. What’s different than yours? What’s better? What’s worse? What do you think buyers are attracted to?
10. How they make purchases.
Making a purchase isn’t as simple as handing over some money and going about your day. As someone selling something, you need to understand how your buyer prefers to make a purchase.
Face-to-face. Over the phone. Online. These are all different ways buyers make purchases. You have to know which one makes the most sense for your brand, but you also have to understand how your buyer wants to make a purchase.
It can’t just be about what’s convenient for you. This is a chance for you to improve the customer experience by delivering exactly what the customer wants.
BONUS: What makes them feel good about purchases.
When you make a purchase, you feel a certain way. You don’t want to regret it. You don’t want to feel like you spent too much money. You want to feel good. What gives you that positive, good feeling when you make a purchase?
More importantly, what gives your buyer that feeling?
Knowing the answer to that question will help you craft messaging that buyers won’t be able to resist. Playing to their emotion is going to be more valuable than talking about your features every time.
Ready to build a marketing strategy around a specific buyer persona?
The marketing and design team at Iconic love discovering our clients’ clients. We work for you, but we’re out to reach them. After we’ve learned everything we can about your buyer, we’ll start developing a strategy to reach your buyer and your goals.
Ready to get started? Let’s talk!