[Transcript] Digital Marketing Fundamentals: How To Create The Perfect Buyer Persona

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Hello everyone in this video want to see how to create the perfect buyer persona. In a previous video we saw that one of the very important steps in coming up with a digital marketing strategy is to set up and to create a buyer persona. In this video we want to address that and we'll do that in three steps.

First of all, we're going to find out why we need to build a buyer persona and then we're going to come up with questions to answer while we're building our persona and then we need to find out what message to convey to these people.

So why should we build a buyer persona?

Simple. So that we'll know who to target first of all, and then to know the message to convey. If you don't know who your target audience is it's a bit difficult to convey your message convincingly. It's a bit difficult to speak the language. If you don't know the language of your audience, it's a bit difficult to get them to take the action you want them to take, so it's very important you get to know them and then you should be able to effectively communicate with them.

So, what questions do we need to ask while coming up with a buyer persona?

I've come up with some of these – find out

• their ages,
• the location,
• gender,
• interests,
• education level,
• job title,
• income level,
• relationship status,
• their goals and values,
• the books they read,
• the magazines they read,
• the websites they visit,
• the conferences they attend,
• the gurus and the authority they listen to,
• their challenges and pain points (this is very important - the challenges and pain points they have), and then
• the objections they might have to buying so

This was a template I showed in the previous video of a sample buyer persona and I also came up with a list of three examples of persona this is a template that you can follow. I shared a link to this so that you can get it and customize it for yourself. You see the chart and you see the general information about these people, and then you see their source of information (where they get their information from), then you see their objections and the roles they have in purchasing.

You will find the link to the article in the button above.

What message do we need to pass across to your Potential Buyers?

This is also very simple. Number one, focus on their pain points and then address the objections. Why should you focus on pain points? When people are trying to avoid pain, it's easier to convey your message. People take action when they are trying to avoid pain than when they are trying to enjoy themselves. If a person hears something about death or injury, they put a lot of effort into avoiding it and that is why you should also try and see how you can focus your message to address these people's pain points. They are going to take action if you are trying to help them avoid pain more than if you are trying to offer them a better life.

Then you need to address their objections. People naturally might have objections. It's not their fault; it might be because of how they grew up, maybe because of other examples they've seen. You need to address their objections while conveying your message to them.

What Next?

If you do these two things, you should be able to get people to take action by the message you pass across to them. I hope you've been able to find this video informative and I thank you for watching and see you in the next video.