How to Create Buyer Personas for Your Industrial Company

Understanding your target audience and creating in-depth buyer personas for your industrial company is vital for creating a successful marketing plan. More often than not, industrial companies rush in to do social media marketing and paid advertising without understanding their ideal buyer.

We all want to catch the attention of, connect, and do business with the right people in our chosen industry. To do that, industrial companies need to lay the foundation to materialize the right opportunities.

What are Buyer Personas?

HubSpot defines:

 “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”

It means that you have to create your ideal customer profile as if they are real customers. This profile would include buyer goals, motivations, pain points, demographics, and buying behavior.

Buyer personas are the framework on which you can start building your marketing messages. The in-depth information you collect will provide you with the context to create content that will help your customers solve their pain points.

How to Create Buyer Personas for your Industrial Company?

Creating buyer personas needs time, collaborative efforts from the senior members of the sales, marketing, after-sales, customer service teams, and C-suite of your company. A 360-degree profile can be created after gathering information from all the departments that communicate with a customer to get the complete picture of the existing customers.

Steps for creating buyer personas for your industrial company

Create a Master List of people who are involved in the buying process of your product/service.

You can start with three personas.

  1. User
  2. Influencer/ Gatekeeper
  3. Buyer/Decision maker

You can add more personas depending on the type of business you have. Usually, the people who are involved in the buying process fall under one of the above three categories.

Use your experience

Find three people for each of the above personas with whom you have interacted recently in the buying process.

Speak to the sales team

Speak to your sales team and find out information on each of these nine people. Your sales team will already understand your ideal buyer and provide you with all the necessary information.

Use data

Go through your lead database and gather data from the contact forms website visitors have filled up. You will get a fair idea of what information you want.

Set up interviews with these personas and gather information about your customer’s

  1. Goals
  2. Challenges
  3. Current and Future needs
  4. What information are they looking for during the buying process?
  5. How do they make buying decisions?
  6. Job function
  7. What research they did (online research, referral, tradeshow, etc.), and how did they find your company.
  8. How did they evaluate potential vendors? (Price, service, brand name, product quality, etc.)
  9. Their role in the buying process
  10. Why did the sale go through? (Price, contract terms, etc.)
  11. What was the one thing that convinced them to buy from your company?
  12. What was their impression of the buying process? (Interaction with Sales, website content, product information, etc.)
  13. What touchpoints did they use to gather information? (Website, brochure, e-newsletter, Paid Ad, Social Media, etc.)

Contact Noncustomers

Contact people who correspond to the above personas but did not buy from you. It will be the best way to understand why they didn’t buy from you and help you modify your strategy.

buyer persona link

Why should you build Buyer Personas for your Manufacturing Company?

Many industrial companies struggle to understand the changed buyer behavior and keep pace with the way buyers are now making buying decisions. Industrial companies need to pinpoint who their ideal buyers are, what solutions they are looking for, and their role in the buying process. Therefore, once you can nail this down, you will be ready to very closely target the market and tweak your messages accordingly.

Creating buyer personas for your industrial company will impact practically every aspect of your marketing and sales process. These include:

  1. Website Design
  2. Email Marketing
  3. Paid Ads
  4. Content Marketing
  5. Copywriting
  6. Buyer Personas are one of the foundation pillars for your Marketing Strategy.
  7. They provide you with knowledge about what your customers want.
  8. Buyer Personas helps you understand your customers and enables you to do a better job of acquiring new customers and serving them properly.

Start your digital transformation journey today!

Many companies are just starting with Digital Marketing and might not have all the information with them. The point is to start somewhere, sometime, and the time is now. You will have to make assumptions regarding your buyer personas wherever you cannot gather the information in some places. Don’t stop, make assumptions, and start the digital transformation journey. Within a year, you will have all the data to refine your buyer personas and serve your customers even better.

Most companies start by talking about who they are and what they do. The customer needs are not given importance.
People prefer doing business with businesses/people they know and trust. Companies can build trust by showing that they genuinely understand and are concerned about their customers.

If you want to build a brand that provides products and services, your customers will love, you need to understand who your customer is. Creating a detailed buyer persona will help you determine where to focus your time, allowing for better alignment across your organization. To sum up, when you know your buyers, all processes that involve customer interaction will be enhanced.

Dijitale – Industrial Marketing Agency provides bespoke Digital Marketing Consulting for Industrial Companies. Call us on +91 9923731274 or write to us at vinita@dijitale.com for a free consultation.