How to Develop Buyer Personas for SMS Marketing

How to Develop Buyer Personas for SMS Marketing

buyer personas for marketing

What is a buyer persona?

Buyer personas are used to better understand and communicate with consumers. A buyer persona is a fictional representation of a consumer demographic based on market research and data. Once the persona has been created, it can be used alongside market segmentation to anticipate and even predict the needs of consumers within different market segments so that you can find better ways to communicate with your customers

Steps to creating a buyer persona

Developing buyer personas can help you understand different audience demographics, and personalize your message to appeal to their needs. In general, the more detailed you make a buyer persona, the better you can connect with the real demographic the persona represents. 

Ready to begin developing your own buyer personas? Here’s how to get started. 

1. Segment your leads or customers

Before you can develop concrete buyer personas, you need to group your customers according to common factors. You can group them by demographics or by similar patterns of behavior. Assign a fictional person for each group. For example, if one of the groups represents working moms who are 35 to 40 years old, you can name this buyer persona “Working Mom Jessica.” Consider fleshing out the persona by making a mood board of how she looks. The more detailed you can make the persona, the better you will understand it.

2. Understand audience demographics

After segmenting your customers, collect information to better understand each group. Where do they live? Do they own a house or rent an apartment? These details will help you further the persona, making it more helpful down the line.

Here are some factors to consider when seeking an understanding of your audience:

  • Age
  • Gender
  • Ethnicity
  • Location
  • Employment
  • Marital status
  • Level of education
  • Political affiliation
  • Income level 
  • Personal details — These will vary depending on what demographic you’re researching, but here are some ideas on the kind of personal specifics that might be helpful to form your marketing plan. 
    • Are they parents?
    • How do they spend their vacation days?
    • What recreational activities do they prefer?
    • How often do they eat at restaurants?
    • How often do they try new restaurants?
    • Do they have any major purchases planned?

You can find the answers to these questions by conducting research. For example, you can use text surveys to get information from your current customer base. Take advantage of existing data and studies that are similar to yours while also collecting your own primary data. You can try conducting focus groups and personal interviews to take a deeper dive into the thought processes and motivations of your customers. Be sure to follow legal guidelines and offer full transparency regarding the reason of the research with participants.

3. Analyze their goals and motivations

Dig deeper into the customer’s psyche and get to know their motivations, attitudes, and behaviors. What would motivate them to buy your product? What are their needs? What are their pain points? Pain points are simply problems, dilemmas, or concerns that you can help solve. Go beyond what your product or service offers on the tangible level. What does it offer emotionally? Does it help improve their status? Does it make a part of their daily routine easier? Think of how your products or services will make the customer feel.

As you uncover more about your customers, be sure to integrate their motivations and lifestyles into your SMS texting approach. For instance, you wouldn’t want to text parents who pick their children up from school right at the same time that school is letting out and they’re highly distracted. By gathering more information about your customers and analyzing in a thoughtful way you can create a text marketing strategy that

4. Consider societal pressures

After analyzing the personal goals and motivations of the group, ask about their societal expectations. You can generalize societal pressures based on factors like the geographic region in which someone lives or their socio-economic status. Consider what the society values and how that might influence your audience demographic. Here are some questions to consider: 

  • At what age are your customers encouraged to start a family? 
  • Is it seen as acceptable put their individual goals ahead of relationships? 
  • What kind of personal traits are celebrated in their society?
  • What choices does their society encourage and discourage? 
  • Is home ownership a financial goal?
  • Is going to college seen as an attainable path for many?

The answers to these questions will be generalizations of different groups and may not end up directly applying to your product or service. However, they’re still important factors to consider when creating buyer personas because you’re understanding other influences on the buying choices of your customers. 

4. Weigh possible objections

Now you also need to think about the factors that could prevent the customer from buying your product or service. Once you have a lot of the above information about your customers it should become easier to 

Here are possible objections to help you start brainstorming:

  • Is the price too high?
  • Is the customer concerned about not getting the results they want right away if they use your product?
  • Are they worried about being locked into a long term contract with you?
  • Do they have other major expenses upcoming?
  • Does your customer need to discuss financial decisions with a partner or spouse?
  • Are you too far away from them?
  • Do they worry about security when purchasing products online?
  • Are they slow to embrace new products or technologies?

By identifying a group’s reservations about your product, you can craft a marketing plan that addresses the obstacles that might prevent them from buying.

Why are buyer personas important? 

Buyer personas reveal details about your audience that can spark brilliant marketing campaigns. When it comes to SMS marketing in particular, you’ll want to use your buyer personas to help you create personalized messages for each segment on your text list and help you set practices determining when and how often you text your list. If you want to be one step ahead of the competition, creating detailed buyer personas for different audience demographics can help you get there. 

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