


Creating a well-researched buyer persona to boost sales is similar to asking customers to provide their ‘size’ when adding items to the cart–absolutely essential. Whether you wish to increase your bottom line or drive user happiness via personalization, buyer persona delivers on all accounts, and there plenty of buyer persona insights that can be leveraged easily.
The data supports using buyer persona insights to improve personalization. There are many benefits, examples below.
The writing is on the wall: Having a strong buyer persona can positively impact all areas of your business–from marketing and sales to customer support and customer experience. So if you haven’t invested the time, effort, and energy into creating a personalized buyer persona, the right time to do this was yesterday.
Now that you have a good understanding of why it is critical to have a 360-degree buyer persona in place, let’s look at the ‘how’ component.
Understanding your customers is central to all your efforts to personalize your content and offers. Below are seven ideas for improvement:-
If you want to provide a hyper-personalized marketing experience, your data game needs to be on point. In other words, collect user data at every opportunity possible–without looking like a creep. This is where a buyer persona comes into the big picture.
Luckily, you have customers on your side, with over 57% of shoppers willing to share their information in exchange for personalized offers. In fact, around 72% of consumers will only respond to personalized marketing messages.
Investing in live chat software has better marketing returns than you’d expect. As per estimates, customers who use live chat spend up to 60% more per purchase than those who don’t.
But the real question is: How can live chat help create a comprehensive and accurate buyer persona? Here’s how:
Here, the user is seen asking about delivery costs in the UK. You can create a dedicated FAQ page on your website which answers these types of frequently-asked customers to accelerate and boost the customer experience.
For this to happen, your agents need to be properly trained and need to have a thorough understanding of the product/service in question.
Customers are willing to have an honest conversation with brands on social media more than ever today. They vent their concerns openly. They celebrate their favorite brands open-heartedly. They freely share a treasure trove of information such as their shopping choices, the devices they use to shop, what time they check-in, what they’re liking (and disliking) about a particular brand, among others.
If you’re not capturing the data that users are posting on your brand’s social media handles, you’re missing out on a huge lead base and data-gathering opportunity.
In other words, you never miss out on any customer’s post/comment and are always responding to their queries instantly.
It is not enough to simply create a buyer persona and call it a day. You need to constantly revisit your persona, make changes to ensure that the persona is in sync with the current marketing trends, shopping trends, user-based trends, and preferences, etc.
Another integral qualitative element that can improve the quality of your buyer persona is integrating real-life quotes, sayings, and snippets from interactions with customers across varied communication channels (read: social media, live chat, telephonic interviews, email, and so on).
Next, empower your team members to practice with each other, based on real-life scenarios and improve their capability to drive resonating and personalized conversations. In simpler words, let the team members role-play.
The next To-Do item on your checklist should be to create personalized messages and content so that it resonates well with your target audience. In fact, research indicates that persona-based content can increase customer engagement by 6x when targeting cold leads (10% versus 58%).
Your data-gathering process is never going to be aligned and emerging from a ‘single’ location. You could be gathering information from your website, from within the app, from your emails and marketing campaigns, from interviews and polls on social media, among others.
All this information is of no use if the data is present in silos and if all your teams are not accessing it all together.
Quite simply, a personalized buyer persona acts as a blueprint for your brand–to approach customers the right way, to communicate with them with the right intent, and to demonstrate your brand in the ‘right light.’ If you want the accurate big-picture along with the short-term nuances that make your customers unique, creating a buyer persona and personalizing it is a must.
Moreover, it allows customers to connect deeper and more intimately with your brand as they feel inherently understood (and appreciated) by the brand. To wrap up, here are the top-7 strategies to embrace and supercharge your personalization initiatives using buyer persona as a strong foundational base:
Think we’ve missed out on any user-persona-based personalization hacks? Share your comments below, we’re all ears.
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