Persona Builder Use this Questionnaire to Build a Buyer Persona to Use in Each of Your Marketing Campaigns A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. This is a two-part questionnaire. The more detailed you are, the more targeted your marketing campaign(s) will be. To start, please let us know your name and email address to send your results to. Your Name Your Email Part I: Answer Questions About Your Ideal Buyer Consider who buys from you the most and start with defining the characteristics that relate to this buyer. Repeat this questionnaire for the type of buyer who buys from you the second most, third most, and so on until you've created a persona for each of your different buyers. PRO TIP: Answer as many of the questions as you can with your most common type of customer in mind. Give your persona a name Let's get the ball rolling by naming your persona. Something like 'Jeff' works just fine! Which of the following best describes your persona? ConsumerBusiness Owner Where does your persona live? REASONING: The parts of town segments of customers live in can tell a marketer a lot about who they should be targeting and how (mediums). FOR EXAMPLE: An upscale part of town can suggest the persona has more disposable income than other communities and vice versa. Where doesn't your persona live? REASONING: Knowing the communities where your persona isn't living and why can provide a wealth of information to a marketer. FOR EXAMPLE: Work, crime, school, age, accessibility, family, love, and/or money can influence where your persona lives and doesn't live. College students don't live in age-restricted communities and vice versa. How old is your persona? REASONING: Different age groups have vastly different interests and knowing this information can help structure marketing campaigns and ad copy. FOR EXAMPLE: Teenagers can be targeted on mobile apps, 35- to 44-year-olds can be targeted on Facebook, 65-year-olds can be targeted via mail, etc. 12 - 1718 - 2425 - 3435 - 4445 - 5960+ What is the gender of your persona? REASONING: Knowing the gender of your persona can help you to better meet needs and address pain points. FOR EXAMPLE: Traditionally, men and women have different interests - men like to build stuff and watch football; while women tend to like to get their hair done and buy cute outfits. All of which is information that can be used to structure content around. MaleFemaleOther How much does your persona typically spend per sale? REASONING: Knowing how much each sale is worth is great for creating a baseline to assess future performance and goal setting. FOR EXAMPLE: If your buyer currently spends an average of $100 per sale and two months down the road the average ticket price drops to $90, a red flag will be raised. Conversely, if the ticket price raises to $110 it would a strong indicator (KPI) of a successful campaign. How often does your persona purchase from you? REASONING: Knowing the frequency in which your buyer returns can help structure time intervals in marketing campaigns. FOR EXAMPLE: If your customer is a stay-at-home dad who buys baby food from you every week, he should be sent weekly reminders on deals and complementary goods. OnceDailyWeeklyMonthlyAnnuallyNot Sure What is the education level of your persona? REASONING: Different levels of education can express different interests. FOR EXAMPLE: Someone with a high school diploma may show more interest in returning to school than someone with a master's degree. Similarly, different levels of education can be related to certain buying patterns. High SchoolSome Collge, No DegreeAssociate's DegreeBachelor's DegreeMaster's DegreeDoctoral Degree Does your persona have any quirks? REASONING: Quirks are what make a lot of buyers act the way they do. If your persona is interesting or unique in any way, describe how below. FOR EXAMPLE: If your persona buys red shirts, wears sneakers, smokes cigarettes, eats out five nights a week, loves going to movies, or does anything at all you can think of that distinguishes this type of buyer, it will better sculpt who to target and how. What is the income level of your persona? REASONING: Spending patterns are directly related to income levels and knowing how much money your persona makes is a good indication of how much money he/she can spend. FOR EXAMPLE: People who make under $35,000 per year may eat out less; while people who make under $100,000 may eat at different restaurants than people who make more money. < $35k$35-$49k$50-$74k$75k-$99k$100k+ What is the relationship status of your persona? REASONING: Knowing the relationship status of your persona can be an indication of several things, including stage of life. FOR EXAMPLE: If divorced, one could conclude the person is middle-aged, a parent, and/or the person in charge of all household duties. SingleMarriedSeparatedDivorced How many children does your persona have? REASONING: Just like knowing relationship status, knowing how many children (if any) that your persona has can tell a lot about that person and his/her interests. FOR EXAMPLE: One child may suggest that the parent is young, four children may suggest the parent is considering colleges soon, while no children may suggest kids are on the horizon. None1234+ Which languages does your persona speak? REASONING: Different languages are often associated with different cultures and knowing the cultural behaviors of your persona can help guide a campaign. FOR EXAMPLE: Phoenix has a large Hispanic community, many of which use Spanish as their first language. Creating a campaign specifically for this group that is both Spanish and geared towards Hispanic culture would yield better results than an English language campaign would. EnglishSpanishChineseFrenchTagalogVietnameseKoreanGermanArabicRussianItalianPortugueseHindiPolishJapanese Part II: Frequently Asked Questions (FAQs) Below are some general FAQs that many businesses are asked. FAQs are important for a variety of reasons, but for one very important one: new waves of potential customers regularly ask them; opening up a door of opportunity for our campaign. PRO TIP: When answering, keep a single product/service in mind. This entire questionnaire should be repeated for additional products/services. Give your product, service or offer a name To better understand your buyer, name just one product or service. Something like 'flu shots' as opposed to 'doctor's office' or 'screwdriver sets' as opposed to 'tools'. How much does your product/service cost? REASONING: Price is often at the forefront of customer decision making; however, quality of the product/service can often be perceived as well worth the cost even though it's more money. FOR EXAMPLE: Two hair salons: the first salon costs half as much as the second for a perm, but the second salon's hairdresser is so much better that the perm lasts four times as long. Do you have discounts or special offers for your product/service? REASONING: People love to get a good deal and know what specials you have and when you offer them is a great way to attract your ideal buyer. FOR EXAMPLE: If your company sold the same blue widget as the company across the street, the buyer would be more inclined to buy the one that they get a better deal on, i.e. free shipping, discounted complementary product, price, etc. Is your product/service seasonal? REASONING: If your product or service is seasonal, let us know which seasons affect sales the most as this will help to build a theme around your campaign. FOR EXAMPLE: Themes built around holidays, school breaks, back-to-school, and changing weather can help determine which message to send at different times of the year to specific audiences. How is your product/service fulfilled? REASONING: Understanding the interaction regarding the fulfillment of this product or service allows our team to better understand the whole transaction. FOR EXAMPLE: If customers no longer had to pickup their groceries in store and had the ability to do it from their couch, they may be inclined to shop for food more often; especially when a well-structured marketing campaign reminds them to. Instore (pickup)Delivery/In-personInternetOther What is the number one compliment about your product/service? REASONING: Knowing what it is about this product or service that people appreciate the most is ammunition for structuring ad and website copy. FOR EXAMPLE: If your product is a non-stick frying pan and people really love how easy it is to clean, advertising this fact can help solve the common problem of a hard-to-clean frying pan. What is the number one complaint about your product/service? REASONING: Understanding what is off putting about this product or service is also valuable information that can be used to improve it and engage potential customers about the improvements. Includes industry-related issues that people commonly complain about. FOR EXAMPLE: If people hate in-app purchases on language learning apps we can campaign towards one that is all-inclusive. What are some specific frequently asked questions you get in regards to this product/service? REASONING: You know the questions you receive the most regarding this product or service. Write down as many as you can think of so that this data can be used in marketing campaigns. FOR EXAMPLE: People regularly search Google for an answer to their question before turning to a company; however, if you can be the company people get their answers from, you increase the chance of earning that person's business. Local SEO Dominance How we average 13 local leads a month for home service companies Yes, I want more leads! Local SEO Dominance How we average 13 local leads a month for home service companies Yes, I want more leads!