Digital marketing has become a battle of wits because the level of competition is higher than ever.
Selling your products or services is a challenging task. You have to reach out to your customers or make it easier for them to reach out to you or both.
In all cases, you have to develop a target marketing strategy for your business and apply it to increase your sales.
First, you have to know who your potential customers are and what their preferences and behaviors are. And after taking all the information into consideration, you have to create a persona of your ideal customer.
And that idealistic-customer persona is popularly known as the buyer persona. It is used in leading targeted marketing campaigns.
So, here is the proper definition….
What Are Buyer Personas?
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.
Buyer personas are a fictional representation but they are based on real people.
Buyer personas can be of many types because customer’s preferences and behaviors are quite diverse. Different types of personas take different paths to complete the purchase decision.
The definition makes it clear and now, it’s time to know how significant buyer personas are for your business. And I will also explain how to create buyer personas later in the article.
But if you are aware of the importance of buyer personas, then please skip ahead to the sections you want to read.
The Importance of Creating Buyer Personas
Buyer personas are the most crucial part of your inbound marketing strategy.
In this case study by MarketingSherpa, we can clearly see a dramatic increase in the length of visit, revenue, email open rate, and the number of pages visited.
The importance of creating buyer personas can also be understood from the fact that Skytap, a self-service provider of cloud automation solutions, implemented a targeted content marketing strategy, and saw 124% increased sales leads.
But when we talk about creating buyer personas for online stores, we can’t exclude the online stores that are created using the WooCommerce platform.
The need for buyer personas is eminent where 29.39% of all online stores are powered by WooCommerce.
Implementing buyer personas on your WooCommerce store can help you create customized and personalized content for marketing campaigns. It can also help you improve the overall user experience.
Let’s look at some of the key reasons why buyer personas matter.
Buyer Needs and Motivations
Understanding the needs of your buyers can help you better your product and services. It can even help you introduce new products. You can decide how to sell your product by understanding the motivations of buyers or buyer motives.
Needs and motivations drive the purchase decision of customers. While you are creating buyer personas, needs and motivations should be included.
All major online businesses are learning customer behavior to improve their targeted marketing campaign. Undifferentiated marketing is no longer feasible.
Buyer personas are created by studying the behavior of consumers. Behaviors such as how consumers interact with your online store, what and when do they usually buy, the products they search for, their spending habits, etc.
All activities of the customer from the landing page to the purchase are noted. It helps you personalize your services, features, and offers according to the interest of your customers.
Use these customers’ behavior insights to build your marketing strategies and improve the customer experience of your WooCommerce store.
Content is the core of all marketing strategies. It is used everywhere, from product ads to product descriptions.
Content created with the aim to provide value to the customer but again a shot in the dark won’t work here. You have created the type of content that customers find engaging. That’s where buyer personas are most helpful.
The buyer personas help you acknowledge the needs, concerns, drives, motivations, and problems of the customer.
As a result, you shape your content to address those issues that are significant to them. It’s the surest way to convert leads into paying customers.
Buyer persona also helps the segmentation process for email marketing and ad campaigns. You can segment your leads in accordance with the buyer personas you have created.
It will significantly improve the CTR of your emails and social media ads. Hence, enabling you to lead a successful marketing campaign.
So, these are some of the points that show the importance of buyer personas for your WooCommerce store.
Through this article, you will learn more about the significance of buyer personas.
I am going to explain how to create buyer personas for WooCommerce stores, will also explain the difference between B2b and B2C buyer personas, different types of buyer personas and how to create their templates, and in the end, I will show a case study.
So, my dear readers, stay with me.
How to Collect Information to Create Buyer Personas
“Buyer personas can be created through research, surveys, and interviews — all with a mix of customers, prospects, and those outside your contact database who might align with your target audience.”
Here’s how you can gather information through the below-mentioned practices:
Do in-depth research on how your leads and customers interact with your WooCommerce store. You can even use Google Analytics to get the basic demographic information of your visitors.
Also, you can download our plugin “Analytics for WooCommerce”. Basically, it’s an integration between Google Analytics and WooCommerce ‒ the best of both worlds.
let’s learn how to set up the plugin and use it to get basic demographic information.
1. Download, install, and activate Analytics for WooCommerce.
2. After successfully activating the plugin, go to your WordPress dashboard, and click on Analytics from the Navigation Menu to access plugin settings.
3. Now, provide Google Analytics ID, Add Global Tracking Code, Enable Enhanced eCommerce Tracking, Enable I.P Anonymization, Disable Tracking For User Roles, and Access Data Studio Reports.
4. You need to enter the Data Studio Template URL and click on Save Settings to view the Report.
5. As this plugin provides the same functionality as google analytics, you can access Audience reports, Behavior reports, Conversion reports, and Acquisition reports.
6. It will provide useful insights through the Customer Behavior Analysis Report, which is significant for the creation of buyer personas.
7. It also shows your Google Data Studio Reports on your WordPress dashboard via Reporting Template.
8. You can easily get basic demographic information such as age, gender, location, etc.
9. Study the performance data of individual products with the help of the Product Performance Report.
Read the Documenation of Analytics for WooCommerce to learn more.
Now, you can see all the key Google Analytics reports of your WooCommerce store. This is the biggest benefit of Analytics; it saves your time as you don’t have to switch tabs to access reports.
Use forms to get crucial information required for buyer personas. Such as name, phone number, email, company name, city, age, etc. Conducting surveys makes you aware of the likes and dislikes of your audience.
All major eCommerce websites conduct surveys on a regular basis to get valuable insights. And you should too.
How to Create Survey Forms Using Google Docs
Follow these steps to create a survey form
1. Go to Google docs>Main menu>Forms.
On the next page, you will see forms templates and also get the option to create your own new form.
2. All the fields and questions in the forms can be edited according to your requirements. You can also create new forms.
3. Creating a form, click on Send. Now, send this form to your subscribers or you can copy the link of your form and send it through other social media channels.
4. You can embed your forms on your WooCommerce stores as well.
5. Just copy and paste the embed HTML code in the code editor of your WordPress editor and publish.
Create forms using WPForms Builder
1. Download the WPForms Builder plugin and activate it.
2. Navigate to the WPForms>Add New>Create a Blank Form.
3. You can click on the Standards Fields to add them to the form and edit the field name on the form. It’s as simple as that.
4. Upgrade to the pro version of WPForms Builder to add Fancy Fields in your forms.
5. Go to Settings to set the name of your form.
6. After all is done, click on save and then click on Embed. You’ll have two options: to embed the created form on an existing page and to create a new page for the form.
Here is how it will look.
Note: Upgrade this plugin to use all of its services.
How to Create a Form in Survey Monkey
Well for starters, you need to login into your survey monkey account or create an account if you don’t have one. You can Start From Scratch or use templates. Whatever floats your boat. But I would suggest creating your own for the sake of learning.
1. Log in and go to the dashboard and click on create a survey.
2. Now, you can choose to create a survey from scratch, let SurveyMonkey create one for you, or use the templates.
3. Let’s use the templates for our buyer persona demographic survey.
4. Click on the view all templates dropdown and select demographics.
5. Click on the survey you want to use and then click on Copy This Survey, then click on Next. In the Preview & Score section, you can set a logo of your company or brand on the survey.
6. Click on the Next button. Now you can choose how to target your customers by clicking on the “Send surveys your way”
7. Now you can select how exactly you want to present this survey to your customers, leads, or prospects.
I have already explained how to embed surveys on your website, so just follow those steps. You can also send your surveys on messenger.
Take interviews with your customers and prospects to get a deeper knowledge about the performance of your products and services.
Customers can directly tell you what they like about your products, services, content, etc. you will also get to know what issues they come across while shopping on your WooCommerce store.
The interviewer must talk with a calm and comforting tone. And Let the interviewee speak without interruption.
Here are the kinds of questions interviewers should be asking in order to create buyer personas
Question for Buyer Persona Interview
- What is your name?
- How old are you?
- How many members are there in your family?
- Are you married or single?
- Where are you from?
- Are you employed or unemployed?
- Where do you work?
- How much profit does the company make?
- What is the size of your company?
Roles: Personal and professional
- What position do you hold at your office?
- Are you the only earning member of your family?
- What does your typical day at work look like?
- How do you measure your success at work?
- What kind of tools are used in your job?
- To whom do you report?
Questions About Challenges and Interests
- How do you spend your free time?
- What are your biggest challenges?
- What measures have you taken to overcome your challenges?
Question Relates to Goals
- What are your goals?
- Where do you see yourself in a few years?
- Why did you choose these specific goals?
- What steps have you taken to achieve your goals?
Questions About learning New Information
- What blogs do you read?
- The types of content do you consume on a regular basis?
- What social media sites do you actively use?
- How do you learn about new information for your job?
Questions About Shopping Preferences
- How do you interact with online stores?
- What are your preferred methods of payment?
- Describe a recent purchase you made.
The questions you ask may differ a bit in accordance with the type of interviewees. If you are a B2B company ask more professional questions and if you are a B2C company, your questions should be a bit more personal.
Now, let’s see how to create buyer personas by including all of this information.
How to Create Buyer Personas for Your WooCommerce Store
1. Customer Demographic
Customer demographics are a statistical view of your customer base, which includes distinctive identifiers such as age, gender, state, nationality, income, job occupation, and so on.
The definition makes it obvious why customer demographic data is so important for the creation of buyer personas.
The most basic information required to create a buyer persona is acquired through customer demographics.
If enough data points are collected about an individual, you can visualize their daily life without seeing them in person.
The greatest benefit that you receive from customer demographics data is the ability to take personalization to the next level. You basically have every major data point about a customer and you can personalize your product, services, ads, and emails accordingly.
Customer demographics also help you create more relevant and personalized content for your customers.
For example: If you have created a buyer persona for customers from India, then you can start targeting them with offers and ads that are relevant to that base. It will improve CTRs and customer retention rates drastically.
As I mentioned above, you can use WooCommerce reports or Google Analytics, surveys, and interviews to collect demographic data with accuracy.
2. Customer Behavior Patterns
Customer behavior is the study of how customers interact with your WooCommerce store, how and why they choose a particular product or service, and what kinds of decisions, motivations, and thoughts lead them to complete the purchase process.
We evaluate and comprehend these behaviors according to behavioral psychology, economic psychology, and marketing science.
In fact, as a field of study, consumer behavior is applied social science.
While creating buyer personas, the study of customer behavior analysis draws out the character of a customer. It increases the accuracy of your buyer personas which increases the accuracy of your marketing approach.
It increases the accuracy of your buyer personas which increases the accuracy of your marketing approach.
Customer behavior analysis reveals the following details:
1. What issues and problems are bothering the customer?
2. What factors influence their purchase decisions? (mental state, family, financial status, etc)
3. How customers do product research?
4. Why are customers purchasing your products and services?
As I said earlier, customer behavior analysis helps you understand the customer psyche. And when this information is applied to create buyer personas, you get the most accurate semi-fictional representation of your customers.
In truth, our behaviors are the windows to our souls.
Now, we will look at the types of customer behaviors that are crucial for the creation of buyer personas.
a) Habitual Buying Behavior
For most of you, it might be hard to imagine shopping as a hobby but it is as real as it gets. People like spending money on things that make them happy – Money does buy happiness.
And that release of dopamine (happiness) makes shopping a habit. These kinds of customers aren’t loyal but they buy frequently on a monthly or even weekly basis.
b) Complex Buying behavior
This buying behavior is noticed when customers are highly involved in the purchase process. It happens when they are buying something expensive like cars, PCs, laptops, etc.
Complex buying behavior involves heavy research and product comparison. The purchase process may take months or even years to complete in extreme cases.
c) Variety Seeking Behavior
In variety-seeking behavior, customers are compelled by their urge to get a different product just because they want to try something new. It’s about newness and curiosity.
For example- If a customer is buying a soap, they might even try some variations of that soap. Or buy a similar product of a different brand.
d) Dissonance-reducing Buying Behavior
A conflict within the mind is perhaps the biggest blockade to completing the purchase decision.
Sometimes customers are unsure about choosing a particular brand above the other.
Imagine having to decide between two of your favorite ice cream flavors – it’s a war within.
So what do customers do?
They research extensively to make up their mind and get strong enough reasons to choose one product. They try to reduce the “dissonance” and that’s why it’s called Dissonance-reducing buying behavior.
And that’s it. These were the four customer behaviors.
Bottom line: Customer habits are unique but customer behaviors are common between a large group of people. This repetition of behavior forms a noticeable pattern and allows merchants to segment their customers.
This is how you can use customer behavior patterns to create buyer personas.
Challenges and Interests
What is the simplest way to connect with customers?
You have to talk about their issues and offer solutions to their problems, however small those problems maybe.
That is why it’s important to acknowledge the challenges and interests of your customers, it gives you an opportunity to connect with them and to attract them to your online store.
Add customer’s challenges and interests when you are creating buyer personas. It will help create content that’s relevant and engaging.
Offer your products and services as solutions that will help your customers overcome their challenges.
Don’t sell your products just for the sake of making sales. Be sympathetic towards your customers and their issues.
Look at the bigger picture, you can even introduce new products on your WooCommerce store by recognizing customer issues. You can boost your sales and earn customer loyalty.
Acquiring information about your customer challenges and interests is a piece of cake.
Often customers themselves make you aware of their issues in comments, emails, messages, etc.
You have to listen to those requests, complaints, and questions. Add it to your buyer personas And divide them into groups based on the commonalities of their issues. You can use surveys to know what kind of problems your customers are facing.
Interviews provide one-on-one interaction with customers to know what they like about your products and what challenges they face during the purchase process.
For example- If a customer is between the age group 14-24 and he is searching for study lamps on your WooCommerce store, then it’s very likely that he is a student. But the pain point is that “he wants to increase his focus while studying”.
Remember that people don’t buy products, they buy solutions to their problems.
Creating Buyer Personas – B2B and B2C Personas
Now, it is time to arrange and organize all the data you have collected on your customers and create separate buyer personas.
The reason for doing this is simple, one size does not fit all. And likewise, one buyer personas alone can’t represent all the types of buyers you have.
You have to create multiple buyer personas by grouping your customers and prospects based on the commonalities they have.
Identify people in your audience and segregate them by their demographics information, specific behavior patterns, challenges, and interests.
Categorize them as accurately as you can and then create buyer personas for your WooCommerce store.
For creating buyer personas, you need buyer persona templates. You can download free buyer persona templates online or purchase one from a website.
You can customize those templates according to your WooCommerce store and your customer base.
So, I am going to show you some examples of buyer personas that I have created. Learning from that, you can create your own buyer personas easily.
But here is the interesting part. The B2B buyer personas are different from B2C buyer personas because both business models are a world apart and their types of buyers are also different.
First, let’s look at the differences.
Difference Between B2B and B2C Buyer Personas
B2B means business-to-business, so it is understood that a group of buyers are involved in the purchase process. The B2B buyer’s journey is complex because many steps are revisited.
B2B buyers also buy in bulk and spend large sums of money. They take longer to complete the purchase decision and are likely to do heavy research before purchasing your products and services.
Whereas B2C or business-to-consumer buyers are more frequent purchasers. B2C buyers are individuals and are free to make independent purchase decisions. Most basic research is enough for most of the B2C buyers unless they are buying something extravagant.
B2C buyers are more likely to buy on impulse. Sometimes it takes minutes for them to complete a purchase decision.
These differences in the purchasing power and purchasing processes draw the line between B2B and B2C buyer persons. Both of them have different sets of problems, motivations, and goals.
So, their buyer personas are different too but they serve the same purpose.
B2C Buyer Personas
Let’s look at some semi-fictional representations of ideal B2C customers.
1. Sharon Rawlins
a. Sharon Rawlins is your average stay-at-home mom. She loves to take care of her family but it is a tough job. She finds it difficult to have some time for herself because household work is physically demanding and time-consuming.
b. Sharon gets some free time around noon when her kids are in school and her husband is at work. She searches for kitchen utilities and cleaning tools that can reduce her work and regularly checks her emails for offers.
c. Sharon already has back pain due to the workload and doesn’t get proper time to pursue her hobbies.
d. On top of that, her budget won’t allow her to hire a maid. She wants to buy some tools and appliances but again they are costly. She has expressed her concern through comments, surveys, and emails on popular eCommerce sites.
e. The online stores will sell the kind of solution she is looking for at affordable prices. And nurture her through the purchase process.
2. Tyler Blake
a. Tyler Blake is a content writer. Through his years on a desk job, he has developed unhealthy eating and drinking habits.
b. Tyler’s health is being affected by his lifestyle and this is having a negative impact on work too. He wants to work hard, exercise, and track his health.
c. But the problem is that Tyler is unfamiliar with the wearable health-tracking technology. He could try manual health tracking but he doesn’t have the luxury of time.
d. So, he is looking for a health tracker with a simplistic and understandable UI. He is searching for fitness tracks of popular brands like Nike, TechCrunch, etc
e. These brands can lead a targeted marketing campaign based on these buyer personas and use social media, emails, mobile, etc. to attract people.
So these were two examples of B2C buyer personas. As you can see, it is fairly simple to understand and target a huge base of customers by using buyer personas.
Both are fictional representations of an ideal customer but they relate to a large group of customers. There are many housewives under similar circumstances as Sharon who would love to purchase products that reduce their workload.
In the case of Tyler, it can be applied to a large number of office-goers who want to change their unhealthy lifestyle and stay fit. These people may have the same set of motivations and challenges. Thus targeting all of them according to this buyer persona would be profitable.
Note: Both of these buyer personas are store specific. You can’t create and use them on WooCommerce stores that do not sell fitness trackers or kitchen appliances.
B2B Buyer Personas
Here we will see an example of B2B buyer personas.
1. Alyssa Wilson
a. Alyssa Wilson is an interior designer. She is ambitious and focused and she wants to grow her business. She wants long term and high-value clients but she does not get the desired results from her marketing efforts.
b. She has been visiting many web design company’s websites to develop her eCommerce website and boost her business with online marketing.
She is positive that she will attract more clients online and build long term relationships.
c. This is a semi-fiction representation of a group of individuals who are looking for web designers and marketers to promote their business and create an online presence.
d. The web design company can nurture these leads by providing information through their preferred channels.
Let’s look at another example to better understand B2B buyer personas.
2. Clark Andrews
a. Clark Andrews is a software development manager and leads a team of software developers. He is deterministic and dedicated to his work. He wants his team to work on bigger projects and generate high revenue.
b. But there is a hurdle; most of the systems haven’t been upgraded to the latest version. Some systems can even be considered low-end.
c. Software developers are requesting Clark to upgrade their systems as soon as possible. The budget for upgradation has been allocated but it’s a tight one.
d. So, Clark has been searching on big tech websites for the latest hardware and software solutions at discounted prices.
e. Big tech companies can target and nurture buyers like him through emails, social media ads, conventional advertisements, etc
Buyer personas are a game-changer for your WooCommerce store and I have briefly explained how to create buyer personas for your WooCommerce store.
In this article, I have also talked about the importance of buyer personas for your WooCommerce store and also discussed the B2B and B2C buyer personas with examples.
The application of buyer personas will help you grow your online business and improve your target marketing campaigns.
And hey, check out our blogs If you want to learn more about the best eCommerce practices.