Who Are Our Customers

Got your goals down? Got your action plan ready? Now, it’s time to execute the first step of the plan which is to…

Find our buyer personas / who are our target audience

According to HubSpot, a buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer personas, consider including customer demographics, behavior patterns, motivations, and goals.

The reason why we need to have a buyer persona is so we can efficiently create content that targets our buyer personas.

  • Buyer demographic
  • How do they consume content
  • What are their pain points
  • What are their goals

But… what if you don’t have time to do all that or you’re looking for a more efficient strategy for this? Then I got the answer for you.

A simpler framework to finding our buyer personas

If our niche isn’t something very complicated then I prefer to use this framework: Jobs To Be Done (JTBD).

According to Clayton Christensen, customers rarely make buying decisions around what the “average” customer in their category may do—but they often buy things because they find themselves with a problem they would like to solve. With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do.

These 4 letters J.T.B.D will make our lives so much easier. Instead of finding out:

  • Buyer demographic
  • How do they consume content
  • What are their pain points
  • What are their goals

What we need to find out is what job do they want to get done.

Here are 2 examples.

Scenario #1

Bob wants to cure his sore throat. Jane also wants to cure her sore throat.

What do you think is the job here? Cure their sore throat.

Next up, we showed them an offer that will get their job done as efficiently and effectively as possible. We showed them a product that will cure their sore throat in 30 secs without any side effects for $5.99.

What do you think will be the conversion rate of this offer?

  • Low because they don’t need the product
  • Medium because they are still not sure if they want to cure their sore throat
  • High because they want to cure their sore throat

Here’s another example:

Scenario #2

Tom is a 35-year old male. Holly is a 20-year old female. Both of vacuum their house for 1 hour every week.

What do you think is the job here? Vacuum their house.

Imagine, we got a robot vacuum cleaner and we put it right in front of them.

We have robot vacuum cleaners that will automatically clean your house and auto-recharge so you don’t have to do a thing.

Assuming, it is within their budget, all you need is 1-click to start, and it comes with a guarantee. What do you think will be the conversion rate of this offer?

  • Low because they never clean their house
  • Medium because they like cleaning their house and they can do it for the whole day
  • High because they dislike cleaning their house and want a product that can help them do that

Next up is finding keywords that our target audience is searching for.

Leave a Reply

Your email address will not be published. Required fields are marked *