One of the challenges to defining its buyer personas perfectly is the collection of information. The more you know about their consumption habits, expectations, problems, objectives and especially their shopping history, the more you will be able to offer them a successful experience. These characteristics will impact your social media strategy, your SEO strategy, your content marketing … If you make a mistake from the start, you will not be able to implement a coherent digital strategy.
Start by collecting everything you think you know about your typical customers, with feedback from your salespersons, delivery staff, consultants, partners and enrich these insights with a more thorough study. To help you better understand this data and create the typical profile of your buyer persona, here are 11 particularly useful tools.
USING SURVEY TOOLS
While this is ideal, it is sometimes difficult to have direct conversations with your customers. One way to overcome this difficulty is to send them an anonymous questionnaire. There are, in fact, many tools you can use to complete your survey. It is then necessary to ask different questions concerning the expectations of the customers: why did they choose your company? What do they expect of you in the future? What are the qualities of your services? And conversely, the axes to improve? How did they know your services? Etc.
All these questions are interesting, but the most critical ones must revolve around their problems and not your benefits. What are their daily problems? How is the procurement process going? What are their constraints? What measurement tools do they use to evaluate their results? This information will then allow you to find content and a relevant strategy to reach your targets.
You also have the opportunity to do the same type of questionnaire, but aimed at your prospects. You can then use elaborate tools like SurveyMonkey or SurveyGizmo to build your questionnaires and even integrate them into your marketing tools. You will also have accurate graphs and reports on the answers given.
To make it simple and fast, you can create a questionnaire using Google Forms. The latter is integrated into any web page and is easily transmitted by email. However, the analysis of responses is slightly more tedious.
They allow exchanging with your customers live, in order to have useful information to the construction of their profiles. Whether by chatting with a single customer or in a larger discussion group, trading is an important step in the process of creating a customer profile. Take stock of the latest benefits of your strategy with your clients to get valuable information about their changing needs, their motivations, but also their brakes.
In order for the conversion to take place naturally and you stay focused on your speaker’s words, use effective tools to record calls like Skype or Google Hangouts. You can then forward the calls to your sales department and marketing managers. They will be able to analyze the recordings and take out important points for the construction of your buyer persona.
ONLINE PROJECT MANAGEMENT TOOLS
Although you are in charge of creating the buyer profile, it is essential to associate your colleagues in order to succeed in this mission. To facilitate collaboration, you will need collaborative tools. First of all, you can use Trello, which is a project management utility, but it can also be used as a collaborative reflection tool (Read an editorial calendar with Trello ). How can you use it to create your buyer personas? After finishing the interview or survey of your clients and prospects, you will get an idea about their profiles. Once in the Trello utility,
Then, within each card, you will create a checklist with attached documents to which you will add useful comments for the creation of each profile. If you are rather comfortable with Google Docs, then you can use it and proceed in the same way.
For example, you can create a different workbook, depending on the profile of each client, and add the characteristics of each profile on different tabs of the document.Try this with the members of your team and ask them to add their knowledge. Basecamp is also a tool of the same type.
FEEDBACK FROM AUTOMATION MARKETING TOOLS
Must-have for your marketing strategy, automation marketing tools also allow you to create better type customer profiles from the information gathered. What topics of articles work best? Which emails the best interest my targets?
We had made a comparison of the different solutions in the market, which we invite you to consult to know how each tool can help you to capture your buyer’s personas. At Marketing, we mainly use Hubspot, which makes it possible to cross the customer data (information provided via the social networks or the website) in order to clearly identify their behavior. This then helps to build more easily the profiles of potential consumers.
SOCIAL NETWORK ANALYSIS TOOLS
Facebook, Twitter or even Pinterest have their own analysis tools that collect valuable data about your subscribers. This helps you better understand the profile of your buyers personas.
- Facebook Insights
Facebook offers a lot of demographic information about your subscribers.
- Twitter Analytics
The Twitter analysis tool offers more detailed information about followers, including their interests, but also their socio-demographic profiles.
- Pinterest Analytics
Pinterest also presents demographic information, but also the interests and the brands/companies acclaimed by your readers.
With the right tools and relevant questions, you will learn to better and better your buyer personas to offer them offers in perfect match with their expectations.