When carrying out an inbound marketing and sales strategy, you need to think about a plan of action that will convert visitors to leads and then to customers in a smart, timely and non-aggressive way. For this, you will be using relevant content.
The study of buyer personas is therefore an essential step in your strategic work. But how to prepare well for this study?
WHAT IS A PERSONA?
A buyer persona is a semi-fictional representation of your ideal customer. Personas are stereotypical, they have a first name, an age, a photo, a marital situation … They are made up of many psychological and behavioral considerations such as motivations, brakes, needs, objectives, issues, habits , a way of life, etc.
It differs from a target, which represents who your product or service is for. The target has broader and less personal criteria: a marketing director of a company with 100 to 200 employees, based in the Paris region, which takes between 5 and 8 million turnover per year …
HOW TO CONDUCT A PERSONA INTERVIEW?
First, it is important to have the prior consent of the clients you are going to interview. It takes a little longer, but it’s best to schedule a call or meeting with them a few days later. Specify the length of time this call will last so that you do not have to cut the interview short if the person did not have enough time.
To conduct an effective semi-structured persona interview , here are some tips:
- Provide a quiet place so as not to have noise pollution.
- Introduce the objective of this exchange, the categories of the interview
- If you are doing these face-to-face interviews, pack a bottle of water and some treats.
The questions you ask must be open-ended, at the risk of biasing the analysis.
WHICH CATEGORIES TO INTEGRATE INTO A PERSONA GRID?
To structure the interview, we advise you to plan several parts that will determine your categories of questions. Of course, it goes without saying that the interview grid will depend on the product or service sold, whether it is a B2C or B2B context, the time you have for interviews … But the framework of the The interview remains the same, these are the questions that will be adapted.
THE DEMOGRAPHIC QUESTIONS :
They are essential to define your persona as precisely as possible.
- Who is your household made up of?
- How old are you?
- Where do you live?
- What is your level of study?
QUESTIONS RELATED TO HIS LIFESTYLE, HIS PURCHASING POWER …
They allow you to determine who makes the decisions and therefore who you should speak to.
- Do you have passions? do you practice a sport?
- What is a typical day like for you?
- Who is the decision maker in your household? (in a B2C context)
- Who is the decision maker in your team? (in a B2B context)
- Where do you do your shopping?
SOURCES OF INFORMATION:
They determine on which platforms and with what means it will be relevant to communicate.
- What do you use to keep up with the news?
- What social networks do you use?
- If you had to give me three websites or applications that you use regularly you would tell me …
THE CLIENT’S ISSUES:
These questions allow you to learn more about the customer’s blocking points that can be resolved by your offer.
- What are your professional challenges?
- What are the consequences if you don’t meet the goals?
- In your personal life, what weighs you the most in your daily life? the impression of not succeeding? (B2C)
QUESTIONS RELATED TO THE PRODUCT / SERVICE:
They allow you to understand why your customers bought what you offer.
- How did you hear about our brand?
- Why are you using our product/service?
- Do you know of any alternatives to this product?
- Why did you choose this product/service and not an alternative?
- What do you find in this product/service that you cannot find in a competitor?
- Are you the only one using it?
INTERPRET THE RESULTS
After having conducted your interviews, it’s time for interpretation! It remains for you to gather all the information, to extract similar elements to determine THE profile of your persona. But that will be the subject of another article …