September 1, 2015
By Tony Adragna
Personas help your marketing team internalize who your ideal customers are and identify with them as humans, not a demographic. Buyer personas are vital to content creation, acquiring customers, sales retention, and beyond. By creating buyer personas, you are able to tailor your marketing efforts to your ideal buyers.
In this blog post, we will discuss the three best ways to research buyer personas without interviews.
This may seem like an obvious choice, but is one that marketers may overlook when trying to create their buyer personas. Your current leads and customers may not give you all of the information you are looking for, but it works as a good starter. Some information you may have accessible about your current leads and customers may include:
If this information isn't available from your current leads or customers, consider sending out a questionaire with an incentive for filling it out.
Updating the forms on your website can also be crucial to capturing the proper data for your buyer personas. You want to use form fields that capture important persona information. Questions you may ask on your forms are:
While it probably doesn't make sense to gather all of this information in one form, you can pick certain form fields that are extremely crucial to helping define your buyer personas.
Another great way to gather information for your buyer personas is by talking to your internal teams, particularly in the sales realm. Have a conversation with your top-performing sales reps and gain some insight on buyer behaviors and characteristics. Questions you may ask your sales team include:
Be sure to meet with sales regularly so you are able to refine your personas based upon what they are seeing.
Creating your buyer personas may seem like a daunting task, especially when you throw interviews into the mix. By using the three tips above, your buyer personas formation will be off to a great start.
What other ways have you researched your buyer personas without interviews?
About the author
Tony Adragna was formerly an Associate Consultant for SmartBug Media. Using his project management and digital marketing background, Tony helps implement their inbound marketing strategies. Read more articles by Tony Adragna.