Network marketing do you know who the buyer personas are for your company? And, if so, how well do you know them?
Buyer personas are data-driven, semi-fictional representations of your ideal consumers. They assist you in focusing your attention on qualified prospects, guiding product development to meet the demands of your target consumers, and ensuring that all activity throughout your business is aligned (from marketing to sales to service).
As a consequence, you’ll be able to attract high-value visitors, prospects, and customers to your company, whom you’ll be more likely to keep over time by network marketing. More precisely, having a thorough grasp of your buyer persona(s) is essential for driving content production, product development, sales follow-up, and essentially anything else related to client acquisition and retention.
Related: What is a buyer persona?
What Is The Significance Of Buyer Personas In Your Business?
Buyer personas assist you in better understanding your consumers (and future customers). This makes it simpler to adjust your content, message, product development, and services to the individual wants, habits, and concerns of your target audience members.
However, network marketing is a business concept that relies on independent agents selling to other people, generally from their homes. You may need to develop a network of business partners or salespeople to help you generate leads and close sales if you start a network marketing firm.
For example, you may be aware that your target consumers are carers, but do you understand their individual requirements and interests? What is your ideal buyer’s usual background? It’s vital to create thorough personas for your company in order to fully grasp what makes your top consumers tick.
The most effective buyer personas are based on market research as well as insights gleaned from your existing client base (through surveys, interviews, etc.).
Depending on your industry, you may have as few as one or two identities, or as many as ten or twenty. However, if you’re new to personas, start modest; you can always create extra personas later if necessary with the help of network marketing.
What About Buyer Personas Who Are “Negative”?
A buyer persona represents your ideal consumer, while a negative — or “exclusionary” — persona represents anyone you don’t want as a client. This may include experts who are too sophisticated for your product or service, students who are just interested in your material for research/knowledge, or prospective consumers who are simply too costly to obtain (because of a low average sale price, their propensity to churn, or their unlikeliness to purchase again from your company).
How To Utilize Buyer Personas In Marketing?
At its most basic, creating personas enables you to generate content and message that is appealing to your target audience. It also allows you to target or customize your marketing to certain parts of your audience.
Instead of sending the identical lead nurturing emails to everyone in your database, you can do network marketing where you can segment by buyer persona and adapt your content to what you know about each persona.
Buyer personas, when paired with lifecycle stages (how far along someone is in your sales cycle), can enable you to map out and generate highly targeted content.
If you take the time to construct negative personas, you’ll have the extra benefit of being able to separate the “bad apples” from the rest of your contacts, which may help you achieve a reduced cost-per-lead and cost-per-customer — and, as a result, improved sales productivity.
Related: What is PR Leverage?
Various Types of Buyer Personas
When you first start working on your personas, you may wonder, “What are the various sorts of buyer personas?” It should be straightforward to adapt one for your company from there, right?
That is not precisely how it works – there is no predefined list of globally recognized buyer personas to pick from, nor is there a standard for the amount of personas you need. This is because each firm (regardless of how many rivals it has) is unique — and as a result, their customer personas should vary as well.
As a result, identifying and building your various buyer personas might be a little difficult at times. This is why, to make the process of building new personas easier, we suggest utilizing HubSpot’s Make My Persona generator (together with HubSpot’s persona templates).
In general, organizations’ buyer personas may fall into the same or comparable categories (e.g. a marketer, an HR rep, an IT manager, etc.). However, the various personalities your company has and the amount of them you need will be adapted to who your target audience is and what you provide your clients upon doing network marketing.
How to Develop Buyer Personas
Buyer personas may be developed via research, surveys, and interviews with a combination of customers, prospects, and people outside your contacts database who may be relevant to your target demographic.
Here are several tried-and-true approaches for acquiring the data you’ll need to create personas through network marketing:
- Examine your contact database for patterns in how certain leads or customers locate and consume your material.
- When designing forms for use on your website, employ form fields that collect vital personal information. For example, if all of your personas differ depending on business size, ask each lead for this information on your forms.
- Take into account your sales team’s input on the leads they’re dealing with the most. What conclusions can they draw about the various sorts of consumers you best serve?
- In order to learn what your consumers and prospects enjoy about your product or service, do interviews with them.
Now, how can you use the information from the preceding study to develop your personas in network marketing?
You’ll have a lot of meaty, raw data on your prospective and present clients after you’ve completed the research process. But what are you going to do with it? How can you condense everything so that everyone can comprehend all you’ve gathered?
The next stage is to utilize your research to uncover trends and similarities in the responses to your interview questions, then create at least one main persona and share it with the rest of the firm.
1. Fill Out The Essential Demographic Information For Your Persona.
Inquire about demographics via the phone, in person, or through online questionnaires. (Some individuals feel better at ease revealing personal information in this manner.)
It’s also a good idea to add any descriptive phrases and mannerisms of your persona that you may have picked up on throughout your talks to aid others on your team recognize certain personas when speaking with prospects.
2. Discuss What You’ve Discovered About Your Persona’s Motives.
This is where you will synthesize the knowledge obtained from asking “why” throughout those interviews. What is it that keeps your persona up at night? What do they aspire to be? Most essential, connect everything together by explaining how your organization can assist them.
3. Assist Your Sales Staff In Preparing For Meetings With Your Persona.
Include some authentic quotations from your interviews that demonstrate what your personas care about, who they are, and what they desire. Then, make a list of potential objections so your sales staff is prepared to handle them throughout their meetings with prospects.
4. Create A Message Tailored To Your Identity.
With your character, show others how to communicate about your products/services. This contains both the specific language you should use and a more broad elevator pitch that frames your answer in a manner that connects with your character.
This will assist you in ensuring that everyone in your firm is speaking the same language when conversing with leads and consumers.
Finally, give each persona a name (for example, Finance Manager Margie, IT Ian, or Landscaper Larry) so that everyone refers to each persona in the same manner internally, allowing for cross-team consistency.
How To Find Interviewees For Buyer Persona Research
Finding individuals to talk with to figure out who your customer persona(s) is one of the most important tasks in developing your buyer persona(s).
That implies you’ll need to conduct some interviews to learn about your target audience’s motivations. But how do you go about finding those interviewees? You should look at the following resources:
1. Make Use Of Your Present Consumers.
Because they’ve previously bought your product and connected with your firm, your current customer base is an excellent location to begin your interviews when doing network marketing. At least some of them will most likely fit your target persona (s).
Don’t just speak to folks who like your product and want to spend an hour gushing over it (as good as that feels). Customers that are dissatisfied with your product will exhibit additional patterns that will assist you in developing a firm grasp of your personality..
For example, you may discover that some of your dissatisfied customers have larger teams and want more collaboration capability from your product. Alternatively, they may find your product excessively technical and difficult to use. In both circumstances, you learn something about your product and the problems that your clients face.
Another advantage of interviewing existing customers is that you may not need to provide them with an incentive (such as a gift card) to do so. Customers generally want to be heard, so interviewing them allows them to tell you about their lives, their problems, and what they think of your product.
Customers also want to have a say in the things they buy. As a result, as you include people in interviews like this, you may discover that they become even more committed to your firm. When you contact clients, make it obvious that your purpose is to get feedback from them, and that their opinion is highly appreciated by your team.
2. Make Use Of Your Possibilities.
Interview folks who haven’t bought your goods and don’t know anything about your business. Because you already have their contact information, your existing prospects and leads are a terrific choice here.
Use the information you do know about them (for example, data from lead generating forms or website analytics) to determine who would fit into your target personas.
3. Make Use Of Your Recommendations.
You’ll almost certainly need to depend on recommendations to speak with individuals who may fall into your target personas during network marketing, especially if you’re entering new areas or don’t currently have any leads or customers.
Use your network to locate individuals you’d want to interview and be introduced to, such as colleagues, current customers, and social media acquaintances. It may be difficult to gather a huge number of individuals this way, but you will almost certainly receive some extremely high-quality interviews.
If you’re at a loss on where to begin, try searching LinkedIn for individuals that fit into your target personas and seeing if any of the results have any connections in common with you. Then, ask your shared contacts for introductions.
4. Make Use Of Third-Party Networks.
There are a few third-party networks through which you may attract interviewers who are entirely distant from your firm. Craigslist enables you to publish advertising for individuals looking for any kind of work, whereas UserTesting.com allows you to do remote user testing (with some follow-up questions).
You’ll have less control over UserTesting.com sessions, but it’s a wonderful resource for rapid user testing recruitment.
Now that we’ve established how to identify interviewers, let’s look at some strategies for hiring them.
Interviewee Recruiting Suggestions
Here are a few methods to enhance your response rates when you reach out to prospective interviewers.
1. Make Use Of Incentives.
While incentives may not be necessary in all situations (for example, clients who already want to speak with you), they do provide individuals a cause to engage in an interview if they do not have a connection with you. A simple gift card is a straightforward solution.
2. State Unequivocally That This Is Not A Sales Call.
When interacting with non-customers, this is extremely vital. Make it apparent that you’re studying and just want to learn from them. You’re not asking them to commit to a one-hour sales call; instead, you’re asking them to tell you about their lives, occupations, and issues.
3. Make It Simple To Say Yes.
Take care of everything for your possible interviewee: propose times but be flexible, let them choose a time straight away, and send a calendar invitation with a reminder to block off their time.
4. Determine The Number Of Persons You’ll Need To Interview.
Regrettably, the answer is that it depends. Begin with three to five interviews for each character you’re constructing. If you already know a lot about your persona, it may be sufficient. You may need to do many interviews with each kind of interviewee (customers, prospects, and those who are unfamiliar with your organization).
When you start correctly guessing what your interviewee is going to say, it’s generally time to quit. You’ll begin to see trends as you do these interviews.
When you start anticipating and forecasting what the subject will say, you’ve interviewed enough individuals to discover and internalize these patterns.
5. Plan The Questions You’ll Ask Interviewers.
It’s finally time to start the interview! After the usual small chat and thank-yous, it’s time to get down to business with your questions. To construct a thorough persona profile, you’ll want to ask a variety of questions in personal interviews.
20 Interview Questions For Personas
The questions below are arranged into eight categories, but feel free to edit this list by removing or adding questions that may be relevant to your target audience.
1. Role Concerns
What exactly is your job description? What’s your job title?
How is your work evaluated?
What exactly does a typical day entail?
And which skills and abilities do you require to successfully complete your job?
What knowledge, abilities, and tools do you require for your position?
To whom do you report? Who is reporting to you?
2. Company Inquiries
What industry(s) does your firm operate in?
What is the size of your firm (in terms of sales and employees)?
3. Goal-Oriented Questions
What are you in charge of?
What does it mean to be successful in your current position?
4. Question of Challenge
What are your most difficult challenges?
5. Watering Hole Inquiries
How do you find out about fresh job-related information?
What magazines or blogs do you read?
What organizations and social networks do you belong to?
6. Questions About Your Personal History
Describe your personal demographics (if feasible, inquire their age, marital status, and if they have children).
Describe your academic background. What was your educational level, where did you go to school, and what did you study?
Describe your professional journey. How did you get to where you are now?
7. Questions About Shopping Preferences
How do you like to communicate with suppliers (email, phone, in-person)?
Do you do vendor or product research on the internet? If so, how do you look for information?
Explain a recent purchase. Why did you contemplate making a purchase, what was your decision-making process, and how did you decide to buy that goods or service?
8. The “Why?” Conundrum
This is the most important tip for doing a great personal interview.
“Why?” should be the follow-up question to almost every inquiry on the preceding list. You’re attempting to understand your customers’ (or prospective customers’) objectives, habits, and motivators via these interviews. However, bear in mind that individuals aren’t always good at reflecting on their actions to reveal what motivates them at their heart.
You don’t care whether they track the amount of people who visit their website, for example. What matters is that they track these trips in order to demonstrate to their superiors that they are doing a good job.
Begin with a basic inquiry, such as “What is your greatest challenge?” Then, devote some time to delving further into that one question in order to discover more about that individual. When you ask “why?” you learn more than when you ask “what?”
Create Buyer Personas
Create buyer personas through network marketing to better understand your target consumers and ensure that everyone on your team understands how to effectively target, assist, and collaborate with them. This will help you enhance reach, conversions, and loyalty.