In part 1, part 2 and part 3, we focused on how to stand out and how to start a niche business. In this post, however, my focus will be on knowing and understanding who buys, or who will buy your products.
This is imperative to help you maximize your advertising return-on-investment and content effectiveness.
To understand core client groups, it has become a standard for many companies to create buyer (or client) personas. They usually encompass not only demographic information like age, location and income, but also psychographic information like interests, reasons for buying or personal needs.
It’s important to remember that your personas will change as you discover more information about your major types of clients and what motivates them. Especially when you’re first starting out and creating personas for a brand new business – much of your client personas will likely be based on personal thoughts, feelings and hunches.
However, as your business progresses and you makes more sales, you will start to learn a lot more about your core clients.
As you learn more, don’t forget to go back and continually re-define your buyer personas to ensure you’re targeting your potential clients most effectively.
There’s a lot of possible information you could research, use and define; however, a great place to start is by looking at what information you can practically use.
Facebook is one of the fastest growing ad networks and it’s also one of the easiest to use. It also has a lot of targeting options that go hand in hand with your client personas. This makes Facebook ads a great place to start to look for client persona demographics and psychographics.
When thinking about a persona use the following criteria:
- Location – Where do people from this persona live?
- Excluding Location – Where do people from this persona not live?
- Age – What is the age range of this persona?
- Gender – What is the gender of people in this persona?
- Interests – What are the interests of people in this persona?
- Education Level – What is the education level of this persona?
- Job Title – What field of work do your client work in and what types of job titles do they carry?
- Income Level – What is the income range of this buyer persona?
- Relationship Status – What is the relationship status of this buyer persona?
- Language – What languages do people in this persona speak?
- Favorite Websites – What type of websites do people in this persona frequent?
- Buying Motivation – What is this personas reasons for buying your product?
- Buying Concerns – What is this persona’s concern when buying your product?
My persona is high-achieving women (i.e. career women, business women and non-profit women leaders). They are educated between the age of 30 and 55 and are earing an income of $50,000 to $125,000 per year. They are supervisors, directors, and mid management personnel.
Keep in mind that you don’t need to answer all of these questions about each of your personas and you may opt to answer different questions altogether. However, the purpose should always be to understand your clients more in order to be able to communicate more effectively, as well as to be able to target your ads more precisely.
If you have an already established online business, there are tools you likely already have set up that can help you better understand who your current clients are. Some of these tools include Facebook Insights, if you have a Facebook Page set up for your business, as well as Google Analytics Audience Reports, which has some robust information on demographics and some psychographics of your website visitors.
If you don’t already have an established online business, a great method to help you fill in the blanks is to look at your biggest competitors. One of the best places to start is by using a service like SimilarWeb to analyze the traffic of your competitors.
You can also try visiting your competitors’ blogs and social media pages. Dive into the people who are commenting and interacting with their posts. You can click through to their profiles and learn a lot about them.
With all of your buyer personas defined, you should now have a much better idea of who, how, and where you should be marketing to achieve the greatest level of success. The demographic information of each persona will help you target your ads more effectively, and the psychographic information can help you write more engaging copy for each particular persona.
Remember your buyer personas will likely change as you learn new information and you may even discover entirely new buyer personas altogether as your business grows.
With defined buyer personas your ad targeting and communication stands a much better chance. From increased engagement on your social media channels to a greater ROI for your online ads, taking the time upfront to define your buyer personas can help your online business succeed by better knowing and understanding your core clients.
Your personas are a must, but don’t forget that for high-achieving businesswomen it’s always about – ‘Results. Uniqueness. Differentiation.’ I call this your RUD.
My company’s mantra has always been: “Doing Different Things and Then Doing Things Differently”. This mantra has been instrumental in setting us apart as a leader in the area of Growth. Success. Acceleration. for high-achieving women who want to make an impact in their career, business and life.
Stay tuned for part 5 of this series on niching, persona and starting a business.
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