A buyer persona is a lingerie store owner’s best friend.
Simply put, buyer personas help us get into the minds of our customers. These fictional profiles can help us connect with our target market or even attract a new audience. They give us insight into the minds of our customers – making it easier for us to market and sell our products in an impactful way that gets through to our target audience.
If you’re not already using buyer personas, it’s never too late to start. Buyer personas may seem like an unnecessary extra step, but most marketing teams create and use them so they have a better idea of who they’re marketing to and how to structure their campaigns and messages. Without buyer personas, you might end up with branded content that your audience has a hard time connecting to.
Your brand is your most powerful marketing weapon – no other brand is exactly like you. Buyer personas are the missing link connecting you to your target audience.
Whether you’re wondering how to revise your existing buyer personas or just getting started, here’s how to develop better buyer personas:
Do the market research
Before creating your buyer personas, it’s best to do as much research as possible. You don’t want to go into it without knowing where your customers stand. Do your local research first by Googling the demographics for your neighboring cities. If you have a brick and mortar store, most of your customers will be local. You need to find out the average salaries of your customers at the very least.
During business hours, ask your customers how often they buy lingerie and which social media platforms they use regularly. Your customers are goldmines for marketing information. Ask them where else they shop and consider offering incentives for customers to leave an honest review on your store’s Yelp page or Facebook page.
When you’re working behind the scenes on your business, take the time to find competitors who are attracting the audience you want to attract. Look at their social media platforms and analyze their website through SEMRush and Moz to get an idea of where their traffic is coming from. Your goal is to get as much information as possible so you can use it to create targeted buyer personas that speak uniquely to your brand and customer base.
Set yourself apart from your competitors
Your uniqueness and the incredible experience that you offer your customers sets you apart from your competitors. But buyer personas are the missing link. Buyer personas can help you identify your strengths and weaknesses as a business. For example, your target customer may only shop 1-2 times per year for lingerie. Your pain point is this: How do you get them to come into the store more to shop? How do you encourage them to refer friends and family to shop in your store too?
Buyer personas give you an opportunity to look at your business from a fresh perspective and determine if you’re successfully attracting the audiences that you want to attract. If not, you’ll need to change or revise your buyer personas and marketing plan to get back on track.
Build a brand with your buyer personas
When you’re creating your buyer personas, you’ll probably ask yourself questions like these: “Where does my target customer shop? How old are they? How many bras do they own? What is their salary? How often do they shop?”
When it comes to buyer personas, the more detailed they are, the better. You want to build out a brand with your buyer personas – a world that your customers can escape into when they step into your store. If you have a diverse range of customers in your area, you might focus on stocking nude bras for all skin tones. If your customers favor t-shirt bras over any other style, you may carry more t-shirt bras than unlined bras or bralettes. Alternatively, if your customers are on a budget, you might look for less expensive bras to suit their needs. And if luxury lingerie is their forte, you’ll have the most decadent store in town. Buyer personas look at the pros and cons of your target audience and help you find ways to meet their needs and exceed their expectations. They’re essential for every lingerie business.
Once you’ve created your buyer personas, it’s time to create tailor-made content that speaks to your audience. Your email newsletters and social media posts should speak to your target audience. Buyer personas evolve with your audience; they’re ever-changing. Whenever you’re creating content, ask yourself these questions: What is my target audience interested in? What social media platforms do they visit? What brands do they like?”
By answering these questions and more, you’ll be able to create a full-fledged brand that gets into the minds of your customers and forms an emotional connection that fosters lifelong brand loyalty and a never-ending stream of referrals.