Who Should Be Involved in Building Your Buyer Persona?

Are you trying to figure out who should be involved in building your buyer persona?

Creating a buyer persona can do wonders for your lead generation strategy. Not only does it help you personalize your messaging, but it allows you to connect with your customers on a deeper level.

As a result, you’ll get more loyalty from new customers and reduce churn from existing ones.

That’s why, in today’s post, we’ll teach you who should be involved in building a buyer persona and how to get started making your own.

What Is a Buyer Persona?

A buyer persona is a representation of your ideal customer. It includes both demographic and psychographic information about the person, which can include their interests, behaviors, values, attitudes, and so on.

It acts as an avatar that will help you to better understand who they are so that you’re able to tailor content accordingly.

A buyer persona can really help your lead generation strategy. There’s no denying that.

If you’re looking for a way to reduce churn and increase customer loyalty, building your buyer persona is the best place to start.

It will help personalize messaging in order to get your audience invested in what they are reading. You’ll also be able to create better content that’s tailored specifically towards them!

If you want to learn more about how buyer personas can help your marketing strategy, keep reading.

Because now we’ll look at who needs to be involved in creating your buyer persona.

Who Should Be Involved in Building a Buyer Persona?

The first step to building a buyer persona is figuring out who should be involved in the process.

Ideally, as many people as possible should be involved– but at least one person from each of these departments:

• Sales
• Marketing
• Product development
• Customer success.

You’ll need input from all angles to make sure you’re getting the most accurate representation of your ideal customer.

1) What to Ask Sales about Your Buyer Persona

Asking sales about buyer personas is a great idea because they interact with prospects on a regular basis.

If you don’t have someone in your organization who’s responsible for managing the relationship between buyers and sellers, then asking them to contribute input will be really helpful!

What should you ask? These are the kinds of questions you should be asking your sales department:

• How often do prospects consider purchasing your product?
• Who are the top five prospects you’ve worked with in the past six months?
• What personality traits does your ideal customer have?
• What is their average yearly income level?
• What is their age range?

These questions will help you to figure out the personality traits and behavior patterns of your ideal customer so that they can be represented in your buyer persona.

2) What to Ask Marketing about Your Buyer Persona

Marketing should also be included in the process of building your buyer persona. Why? Because marketing will need to create content that’s tailored specifically towards this person!

For example, you’ll want to know how often they read blogs or social media posts so that you’re able to tailor the frequency and type of updates accordingly. You might also want to ask about their average browsing time.

What should you ask marketing? Here are a few questions:

• How often do prospects visit your website?
• What is the most popular page on your site, and what type of content does it include (i.e., articles or videos)?
• What kinds of content get the highest engagement rates?
• Where would they go if they wanted information on a certain topic?

Marketing will need to know the answers to these questions in order to provide content that speaks specifically to your audience.

3) What to Ask Product Development about Buyer Personas

Product development will also have a lot of insight into your buyer persona because they are responsible for designing the product.

They should be able to answer questions like:

• What kinds of things do prospects ask about when considering making a purchase?
• How often would customers use your product, and what types of tasks would it help them with?
• How frequently do they update their software?
• What is the average customer’s level of expertise in using your product?

Product development should be able to answer these questions so that when you’re designing content for this persona, it’ll have a greater chance of resonating with them.

4) What to Ask Customer Success about Buyer Personas

Customer success can also help you build a buyer persona by sharing their knowledge about what customers are looking for when they reach out to customer support.

What should we be asking? Here are some questions that customer success might be able to answer:

• How often do prospects contact your customer support department? What types of things would they ask about?
• How would you describe your typical customer? What kind of personality traits do they have?
• What are some goals that your customers typically want to achieve when working with your product or service?

Customer success will be able to answer these questions in order to give content writers a better sense of what their audience is looking for.

How To Build a Buyer Persona from an Existing Market Segment

Once you’ve identified who should be involved in building your buyer persona, it’s time to create one.

There are plenty of tools that will allow you to create buyer personas for free. This includes:

• Predictive analytics software (for example – Google Analytics)
• Business intelligence tools (for example – Google Sheets or Microsoft Excel)
• Statistical analysis software like SAS and SPSS

The easiest way to create your buyer persona is by conducting focus groups with a representative group of prospects. These individuals should be diverse in regard to geography, demographics, etc., so as not to skew the results.

Once you’ve gathered the data, keep in mind that there are two parts to a buyer persona:

• Behavioral analysis (how they behave)
• Needs and motivators (what their needs are).

The behavioral side can be quantitatively measured with the use of surveys where you ask questions about what type of content they prefer, what type of language they use when searching for content, and the like.

The needs and motivators side is more qualitative in nature – it requires careful analysis by a trained professional to determine how these factors influence your prospective customers’ buying decisions.

You can conduct interviews or focus groups with user personas or interview customer success to get a better understanding of these factors.

How Building a Buyer Persona Will Help Your Copywriting?

The key to successful copywriting lies in understanding your audience and who they are.

A buyer persona is a form of personas that focuses on the wants, needs, interests, motivations, or other factors which drive someone’s purchase decision process. It will inform content writers about what kind of information their prospects would like to see when looking for certain types of content.

By creating a buyer persona and using it to inform your marketing campaigns, you’ll be able to better articulate the value that your product or service provides for prospects without coming across as pushy or self-serving.

This will help build loyalty with customers who prefer not being sold on products and instead are looking for more educational information.

But before building a buyer persona, you’ll want input from the following departments:

• Sales
• Marketing
• Product development
• Customer success.

This will give you a well-rounded buyer persona to work from and allow you to create even more targeted copy to persuade prospects into taking action.