Use Data As An Ally For Your Buyer Persona!

It’s no secret that a buyer persona is a powerful tool for improving your strategies, refining your approach, and strengthening your communications when selling products or services. Creating a buyer persona helps you better target your audience, build stronger connections, and foster meaningful relationships with potential customers.

A crucial step in this process is researching and collecting data to create an ideal profile of your audience and truly understand their needs. While qualitative data captures the voice and emotions of your audience, quantitative data plays a key role in constructing an accurate and actionable buyer persona.

Here are three essential types of quantitative data you should include when building your buyer persona, as Malls (2022) highlights in his article.

1) Transactional data:

What it is: Purchase history, renewal dates, and customer service interactions.
Why it matters: This data provides a comprehensive view of your audience’s purchasing behavior. Understanding their purchase patterns allows you to predict future buying decisions and target them with relevant offers at the right time.

How to Incorporate It: Add a “Purchase History” section in your buyer persona profile to outline their typical spending patterns. Include details like average order value, frequency of purchases, and most frequently bought product categories.

2) Implicit preferences:

What it is: User behavior on your website—such as storefront activity, cart additions, product page visits, and abandoned items.
Why it matters: Tracking how users interact with your site helps you understand their level of interest in specific products.

How to incorporate it: Add a “Browsing Behavior” section that lists products or categories they frequently explore. Include intent indicators, such as multiple visits to a product page or high engagement with certain types of content.

3) Explicit preferences:

What it is: Information users share directly, like budget preferences, preferred communication channels, or update frequency.
Why it matters: This data enables you to deliver highly personalized experiences, increasing user satisfaction and engagement.

How to incorporate it: Create a “Communication Preferences” section in the persona to specify how and when they prefer to be contacted.Add a “Budget Range” to help guide the types of offers you send them.

Leverage Quantitative Data for Smarter Strategies

Incorporating quantitative data into your buyer persona profiles enhances their accuracy and effectiveness. These valuable insights help you make smarter decisions, refine your targeting, and align your messaging tone and content strategy with customer expectations. Use data to drive personalization, build stronger connections, and streamline your marketing efforts!