How Many Buyer Personas Should a Company have?
Gautam Mane, March 29, 2019
There is no particular fixed quantum of buyer personas a company can create. However, as a general rule the number will depend on the diverse verticals it serves. What’s more, there are various reasons why multiple profiles are advantageous. It widens the network and range of business opportunities in several areas.
One size does not fit all – cliched as it may sound, it facilitates the need for creation of different profiles to function and cater to a larger target group because customer preferences keep evolving and changing with new trends.
A through research is required before drafting out unique profiles even if the representative buyer of different verticals has similar needs. Check the details of this informative content to accommodate and serve a diversified clientele.
Questionnaire to ponder
Why should more than one BP be created and what purpose it serves?
Today, even a small retailer is forced to make changes in the way he conducts online trade. The vague idea of a ‘potential buyer’ in the mind has to be put down as a template as an ‘ideal buyer.’
Each one has unique preferences, and a degree of separation in template structure will ease the work of the marketing department. Moreover, with social media there are brighter chances of advanced targeted marketing. So, even if the ad spends and the budget to reach customers is limited, customers can still be tracked.
Start with a broad definition of distinct BPs
If you deal with different verticals, it is natural that each business has a varied requirement of your product range. A marketer has to deal with an end-consumer or a wholesaler.
The two broad categories can again be split into several other segments like single enterprise solutions (end consumer) or businesses (wholesalers spread across different markets). An established business will require to research BPs by various methodologies like learning about the identities, age, gender, job titles, education, buying power, motivation to pick your products, challenges they face and most importantly your relationship status with them.
The information on existing customers often provides clues for the deep analysis. There are tools to make surveys, prepare reports to know the ideal customer profile. If you are entering a new territory or have launched a new product, then look at audience data which provides information on needs of the customers. Then use these BPs to your advantage.
Keep focus on why you are creating the BPs
When creating the templates, do not forget that the customers also need to benefit from your products. Then only it will be a win-win situation for both. Which customer has a fantastic experience on a personal level?
Is it the product they like or the relationship that builds the trust to keep away the competition? These are delicate pointers to be prepared for any eventuality or challenge that may arise. However, with diverse BPs, you can be sure that even if one falls of the grid, the business does not suffer.
You may wish to know if the situation changes with male or female buyers? It is an interesting thing to ponder about.