Marketing depends on a companies goals, whether to convince people to use their service over competitors or to buy their product, each business has their own goal (us included). This can all be broken down into finding a customer or person with the right attitude, psychology that meets the design of your product / service.
Therefore when investigating patterns of thinking, and human behaviour, psychology provides marketers the key to the hearts of customers and with right approach you can capture more than one mindset.
How relevant is the question of the psychological approach taking into account the current trends in the digital sphere? Insanely relevant!
Virtually any planned action is based on an understanding of human motivation and response. There is a huge number of aspects, opinions and issues that can be used. Therefore, to simplify the entire process of creating a marketing strategy, it is broken down into certain parts, starting with understanding the target audience as a whole to placing vocabulary and visual aspects in advertising.
This understanding of your ideal buyer (buyer persona) that you have to create is the basis any marketing planning, no matter how obvious it may seem, it gets missed a lot!
It is simple enough in theory to create a buyer persona, all you need to do is research your ideal customer, think about the simple things, gender, location, age? Then think of the harder things, what do they like to do, where do they work, what are their aspirations?
The great news is, this information is readily available if you know where to look:
- Facebook is a great wealth of knowledge
- Your current customers
- Friends and family
- Ask people to complete a short survey (no more than 2 mins to complete, this is the ideal length of time to get the basic info)
- Ask others in your network.
- Make sure to get both "good" & "bad" personas
Start with a simple question - one of our favorites is, "What is your biggest challenge?" Then spend a good amount of time diving deeper into that one question to learn more about that person. You learn more by asking "why?" than by asking more superficial questions. Always try to follow up with why, people will not always know the answer but that's ok.
Below we have a selection of great persona questions to ask people when building your buyer persona:
- What is your job role? Your title?
- In which industry or industries does your company work?
- What is the size of your company (revenue, employees)?
- What associations and social networks do you participate in?
- Describe your personal demographics (if appropriate, ask their age, whether they're married, if they have children).
- Describe your educational background. What level of education did you complete, which schools did you attend, and what did you study?
- Describe your career path. How did you end up where you are today?
- How do you prefer to interact with vendors (e.g. email, phone, in person)?
- Do you use the internet to research vendors or products? If yes, how do you search for information?
- Describe a recent purchase. Why did you consider a purchase, what was the evaluation process, and how did you decide to purchase that product or service?
Once you have your persona, from these questions then you can start thinking about how you will attract this person to your business, how will you appeal to them, what do you offer that is different, (USP) that they will be drawn to?
Our marketers (Social Media Marketing specialists) know their business and understand human psychology well and will gladly help you! Contact our Social Agency today for more info on how we can create a buyer persona for your product or service. Hey we can even do the rest as well, create the funnel and market it to the right people, beginning, middle and end of your success story!
Thanks and we look forward to seeing you again, this is a massive subject so we will be covering it again in more detail. Just a quick note to finish the week. Have a great weekend everyone.