How To: Buyer Persona Research

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Identify Your Buyer Personas with ListenLoop

Here you’ll find a novel way to conduct buyer persona research, which can help you improve email marketing click-thru and sales funnel conversion rates.

We explain the concept of buyer personas, identify their importance, and then show a few examples of how ListenLoop uses in-app questions to get buyer persona data.

What are Buyer Personas?

Buyer personas are fictional examples of buyers or customers. These examples represent the different type of targeted demographic and behaviors of people who engage with your company. Another way of looking at buyer personas is archetypes. An archetype is a model of a person and their patterns of behavior. The following elements are included in the Buyer Persona: Type of Company, Stage, Income of the Buyer, Age, Goals, Challenges, Common Objections, Marketing Message and Elevator Pitch.

In ListenLoop’s Buyers Persona, one of the most important elements is the Type of Company, such as eCommerce, SaaS, mobile app, and so on. Other important factors include Stage and Number of End-Users a company has to determine if we can provide sufficient value. Likewise, understanding the Challenges and Goals of a Buyer helps you position your messaging to best suit that buyer archetype.

Taking those elements – and others – your mission is to craft a message that summarizes your value proposition in a way that best resonates with that target buyer persona.

Below is a sample Buyer Persona for ListenLoop:

buyer-persona-1

Why is buyer persona research important?

By creating buyer personas, a company can create strategies for marketing campaigns, products, features and sales. Specifically, knowing the buyer personas helps you plan a solid content strategy.

Indeed, different groups of people buy a product for different reasons. Knowing the different motivations and purchasing habits allows you to target different groups more effectively.

Buyer Personas refine Marketing by

  • Coordinating content around client interests
  • Boosting sales funnel conversion rates
  • Improving nurturing through targeted emails

How Does ListenLoop Use ListenLoop to Capture Buyer Personas?

When a person visits our homepage or blog, we trigger questions that capture buyer persona information.  For example, you might get a question when you mouse-out of this blog post.  Or you can visit our homepage and click on the huge green button, “Click to Try” to see an example.

In either case, you’ll get a pop-over that grabs your attention, asking a mix of multiple choice and open-ended questions, like this:

open-ended question

 

After a visitor answers, they are categorized into one of our buyer personas.

We ask this question to get a sense of who visits the site, and it helps us identify relevant messages that we can send to each visitor.  If you’re a eCommerce Marketer, you probably don’t want us talking to you about SaaS retention strategies!

Then we follow-up with a second question to capture the visitor’s email address, like this:

Responses

How Does ListenLoop Re-Engage Visitors With Buyer Persona Information?

We typically re-engage visitors with in-app messages, like these:

Reengage

It’s easy to create these messages directly from email.  You see, each time a person responds to ListenLoop questions, the client gets an email notification.  Replying to that email notification, creates an in-app message (above) for that specific visitor.

Additionally, if the visitor gave us an email address, we’ll send them an email drip campaign using HubSpot.

What are the key results?

  • Increased email open rates by 47% when we had buyer persona for that visitor
  • Increased website-to-demo conversion rates by 12% for visitors tagged with buyer persona data

What the types of open-ended questions you have asked your customers to build buyer personas? If you need some tips, check out the following blog post: Top 10 Questions You Should Ask your Customers [Infographic].


Click below to watch a quick video of how you can dynamically embeds survey questions into your website and improve your marketing analytics.

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