Have you previously created a SaaS product and received poor results? Regardless of how high quality and engaging your social media or blog content is – you may be missing some key elements. If this issue has troubled your recent business development, then maybe now is the time to create a B2B SaaS buyer persona.
If you’re unsure as to what a buyer persona is, it is essentially where businesses establish their ideal type of customer that reaches beyond demographic data and statistical generalizations, it is a way of engaging with your consumers and providing them with a meaningful buying experience through prior investigation.
Not being versed in the specifics of buying personas should not inhibit you from expanding your business’ potential; so let us guide you through how to create a compelling B2B SaaS buyer persona and why your business could benefit from one.
What Is the Problem?
When working with SaaS marketing consultancies such as our Getuplead, you may face potential complications when establishing who your target market is without prior research. Due to the huge volume of buyer demographics and variations of buyer personas, it is essential you have some grasp on the type of people purchasing your products.
However, avoid the trap of trying to target the entirety of your audience at once; if you are knowledgeable of the age demographic of your customers averaging at 16-36, you will likely have a hard time trying to target your entire audience at once. If you attempt to target them all, you are likely to alienate your customers and get lost amongst a swamped market of similar businesses selling identical products.
However, alienation and confusion is far from your only option; here we will teach you the advantages of B2B SaaS buyer personas and how you can effectively target your customers.
The Power of Buyer Personas
To expand on the earlier definition, a buyer persona is a comprehensive research-based file that identifies the needs and issues of any of your target consumers and allows you to create solutions based on this.
Identifying the demographic details, behavioral traits, and interests of your target market will provide you with the opportunity to understand your target market’s buying goals and patterns – to which you can create an effective solution. It is often common for businesses to have multiple buyer personas optimized to their clientele, which is often as a result of each buyer having their own persona and identifiable traits. The variation between personas presents a need to create different strategies.
Buyer personas or customer profiles/personas, are a gateway tool to allowing your business to easily understand the needs of your consumers and will help you effectively boost your product appeal.
What Should Your Buyer Persona Include?
- A coherent correlation between your product and the issues and goals faced by the consumer, with your product or service presenting a resolution to these.
- An understanding between your business and your target market.
- An identification of your buyer’s problems and the optimum solution your products can provide.
- Understand the buyer’s pain, needs, style, tone, and voice of content.
- An understanding of the types of buyer personas most likely to purchase specific products you provide due to the solutions they provide.
- Ensure that your business’ goals are in line with that of your consumers.
Assessing the above information in comparison to your own SaaS strategy will allow you the ability to identify ways in which you can establish the ideal marketing strategy and buyer personas to help sell your products and services.
Steps to Create B2B SaaS Buyer Persona
A strategic approach to create a perfect B2B SaaS buyer persona is essential. Whether you use social media ads or google ads, it is beneficial to identify the best option to help the entirety of your marketing strategy. However, the main purpose of this process is to drive traffic to your website and boost your engagement. This can then help you incorporate your buyer personas into your strategy.
1) Research Your Target Audience
No data-based process is complete without some initial research on your target audience. Identifying customer problems and the relation this has with the solution your products could provide. Target audience research will help you develop a realistic persona and their needs, buying regularity, and what products they buy most frequently.
2) Write the Most Common Details
Once you’ve done the research, narrow down the most common details of customers and subscribers. However, the most common detail that is crucial for buyer personas, is the audience communication method. For example, if most customers face the same challenge, it is especially important to include this in your persona.
3) Create Separate Personas
After inputting the most common details from your buyers, it is essential to organize those details into specific personas. By doing so, you will be able to clearly identify your target customers and the common goals and issues they share. By making detailed lists for each persona and categorizing the information, you will be able to efficiently understand your target market. Narrowing down the buyer’s common details into separate personas, they must organize those details.
4) Give Your Personas Names
The perfect way to categorize your buyer personas, is to provide a name and descriptor for each to aid in future marketing strategy. This will mean when targeting your advertisements, specific demographics of customers will become synonymous with the actual people you’re selling to.
5) Start Writing personalized Emails
Now you have buyer personas with complete buyer details, including name, face, profession, and other details, it is important to start writing content with this persona in mind. The likelihood of your consumers responding to your emails and content if they are tailored to their needs, is proportionately higher than nonspecific content with no appeal to the customers in mind.
Which Persona Should You Target First?
When you begin your new marketing strategy, the use of customer panels and interviews will allow you to collate more information on potential buyers of your products, thus meaning you can gain a broader insight as to which persona you should target first.
There are multiple ways to simplify this process and make direct contact with customers if they are representative of a larger organization:
- If your target audience finds your product online and loves it, they may directly contact you for buying purposes.
- The customer may find your product range, and refer you to their managers, before contacting you.
- The manager of the organization finds the product and then directly contacts
- The customer finds the product, shows it to their manager, offers it to the decision-maker then the decision-maker calls you.
There are several ways to purchase products when affiliated with a larger business.
However, for all of these separate scenarios in which bigger businesses can contact you for sale of your products, there is a varying demographic of individuals – hence the importance of having several buyer personas.
However, if you still feel unsure as to where to start when it comes to targeting your desired market – the blow three steps should send you in the right direction.
1) Reference Your Competitors Activity
Check out your top 10 competitors’ websites and content to see what issues they are targeting and how they’re addressing consumer issues and resolving them. This will allow you to assess whether you want to follow a similar strategy to poach their customer demographic, or undermine them to poach an entirely separate type of consumer.
2) Go to Review Websites
Go to review websites like Capterra and assess your competitors reviews. This will allow you to assess how well they identity and solve consumer issues to better their products.
3) Go to Quora
Go to websites where people discuss their problems like Quora and see what type of questions users are asking. Furthermore, find such questions that have upvotes because these are the main problems faced by consumers and emphasize a sense of relatability amongst consumers.
Why it’s Important to Launch Content Marketing Campaigns to Target Your Buyer Persona
Content marketing is a vital factor in online business. Whether you create blogs, do paid advertising, and create social media, you should correctly identify your target market personas and their primary goals and issues when buying. This will help you target the specific consumers you need to in order to increase sales and engagement.
How to Know if You’re Getting Results?
Lead generation plays an important role in any SaaS business. When you see your pipeline is filling up with leads, it’s time to target the second persona. If your second persona automatically shows in your pipeline after the first persona, then it’s a good indication that you can continue to target specific audiences that visit your website. It is also important to assess the statistical analytics of your landing pages and additional website pages to assess whether you are receiving more consumers based on your techniques.
The Bottom Line
For any SaaS content marketing strategy, the buyer’s persona is the backbone. Identifying your specific target markets and working towards marketing your product in an approachable and appealing way, ensures that you will increase your engagement and sales.
If you efficiently manage your content and marketing strategy from the beginning of the process, you can easily prevent any later issues when it comes to analyzing who your customers are and what they need from your business.