The food and beverage industry is a very competitive market. These days, it’s not enough to have a good product. You also need to learn how to engage with different kinds of customers so you could market your products effectively.
The first step to successfully engaging with customers is to understand and get to know them. There are many ways to do this. One is to create buyer personas so you could create specific strategies for interacting with each kind of buyer.
What is a Buyer Persona
Contrary to what most people think, a buyer persona isn’t simply a description of your target market. It’s a complete profile of your ideal customer based on your existing customer data and market research. It includes information such as demographics, financial status, interests, behavior, goals, fears, and motivations.
Why is it Important
Buyer personas give you deeper insights about your customers, allowing you to empathize and identify with them. When you’re able to put yourself in your ideal customer’s shoes, you can effectively plan your marketing strategies so your brand isn’t just relatable but enticing, too.
According to research, using buyer personas could help boost your email marketing’s click through rate five fold and double your open rate. It could also help increase your leads by more than 100%. Additionally, HubSpot’s research shows that personalized emails could increase your revenue 18x.
How to Do It Successfully
The more information you have, the better buyer personas you could develop. Take time in getting to know your ideal customers.
Interviews and surveys are perfect methods of gathering information about your customers. These will help you create a foundation for and define your buyer personas. To get people to participate in your interviews and surveys, consider offering rewards or incentives.
Another strategy is to analyze your current database of customers. This could give you a wealth of information including their online shopping habits, impact of your promotions on their purchases, repeat orders, and frequency of ordering from you.
Once you have gathered sufficient information, you may now proceed to creating your personas. Remember, you could have more than one buyer persona for your brand.
- Humanize your persona – The best way to visualize and empathize with a customer is to give them a face. You could use stock photos that truly represents your persona.
- Put a name on the face – Giving your persona a name makes it easier to think of it as a real customer. It’s also a good way of remembering what customer segment that persona represents. Some examples are Veronica the Vegan Entrepreneur or Stacy the Busy Stay-At-Home Mom.
- Develop their personal background – This includes marital status, age, gender, place of residence, career, and education.
- Imagine a day in their life – Once you’ve developed your persona’s background, it’s easier to think about what their typical day is like and how that relates to your brand or products. Think about their daily challenges and how you could help make their day better.
- Check for brand affinities – Identifying brand affinities lets you uncover brands your customers interact with that may complement or compete with you. You can use this information to identify opportunities for brand partnerships in cases where you find products that complement yours. You could also use this to evaluate your current strategies in relation to competing brands that your customers engage with.
Buyer personas are important elements of a great marketing plan. Start your marketing efforts without one and you could miss many opportunities. Even more, you could sabotage the success of your brand.
Creating buyer personas doesn’t have to be complicated. Call us or send us an email and we’ll help you get started with your marketing strategy for success.