How to create a buyer persona without clients?

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If buyer personas are based on customer data, how do you conduct research if your company doesn't have any customers yet or is launching a new product? Good question!

In such cases, there are other research methods you can use to better understand the audience that interacts with your brand and who would be an ideal customer.

These are the main solutions:

market research (with respondents who fit your target audience);
research with your contact base;
Google Analytics analysis (if the company already has a website or blog );
competitor analysis;
A combination of these methods allows you to extract reliable data to build your buyer persona. They can also be used to complement data collection with customers, if you already have one.

Is there a tool to generate personas?
Do you want a tool to make this whole process easier? Rock Content and Digital Results developed the Fantastic Persona Generator !

This tool works as a guide to creating personas, with a series of questions to complete. At the end, you receive a PDF with all the documented information about the buyer persona and you can share it with your team.

people-generator
How to create strategies and content for the person?
Now, the buyer persona has to enter into marketing strategies. How can all this work be applied in the processes?

The buyer persona must be present when planning any marketing strategy. When defining the objectives, goals and indicators of a campaign, it is also necessary to define who it will be directed to.

When setting prices for a product, for example, you need to consider your buyer persona's perceptions of the product and how much they would be willing to pay.

When thinking about site design, you should also consider the buyer persona profile, what content is most important to them, and how they would navigate through the pages.

When creating paid campaigns, the buyer persona helps define audience segmentation and create a more attractive and persuasive message that truly communicates with them.

It is important to put yourself in the buyer persona's shoes and think about what would make sense for them. Would the buyer persona do that? Would they like to read this content? How would they react to this campaign?

In Inbound Marketing, it is still necessary to consider the different doubts, pains, needs and challenges of each stage of the purchasing journey, which coincides with the stages of the sales funnel.

For each stage, there are different content formats senegal mobile database to better adapt to the buyer persona:

top of the funnel : blog posts, infographics, podcasts, newsletters, social media.
middle of the funnel : blog posts (denser), email marketing, ebooks, webinars.
bottom of the funnel : customer cases, sales webinars, product reviews, product demos, conversation with a consultant.
For each stage, there are also different content production guidelines to resolve the buyer persona's doubts. After all, these are the doubts that consumers type into Google in the form of keywords.

Therefore, when content is produced based on them, they can be activated in the results of those searches.

Want to see an example of how that would work in practice?

Let’s say your buyer persona is a teenager looking for their first smartphone. For every keyword we map throughout their journey, there’s an associated question or need.