How-to-Create-Buyer-Personas-With-Social-Media-Data

How to Create Buyer Personas With Social Media Data?

Accurate buyer personas can transform your marketing results. Did you know that companies using personas acquire 24% more

Creating buyer personas that are accurate and close to your actual customers can transform your marketing results. Did you know that companies using personas acquire 24% more leads than those without? Not only that, but 56% of them get leads that are of higher quality and more likely to convert.

So, how do you build personas that truly capture what makes your audience tick? The answer may lie in social media analytics tools.

Platforms like Twitter and Facebook offer instant access to voluntary, real-time data. It includes deep insights into people’s attitudes and values. By mining this data even further,  you can develop buyer personas that are multidimensional and compelling.

When paired with insights from sales and support teams, it creates powerful messaging that cuts through the noise and reaches your real target audience. This hyper-relevancy can drive more conversions and loyalty.

This article will explore exactly why you need accurate buyer personas and how to create them.

Let’s get started.

What is a Buyer Persona?

A buyer persona is a detailed fictional representation of your ideal customer. It is a robust composite sketch capturing key traits about the best target segment for your business. The aim is to paint a complete 360-degree picture as if an actual person were being profiled.

You are fusing demographics, psychographics, and pertinent behavioral data into an actionable guide. This detailed rendering of your perfect customer features:

  •     Demographic information like age, gender, location, job title, education level and income range
  •     Behavioral data about how they interact with your company and content
  •     Motivations that drive them to search for solutions, make purchases, and choose preferences
  •     Goals they aim to achieve personally and professionally
  •     Challenges and pain points they encounter

Well-crafted buyer personas help to humanize your target customers. With them, you avoid viewing segments as flat, faceless pools of people. They empower your ability to tailor content, products, and services in an optimized way that serves the client’s uniqueness.

Why Do You Need to Create Buyer Personas?

Without keen insight into your ideal customer, your marketing efforts risk being generic. And generic often means ineffective. Up to 71% of businesses that exceed their revenue and lead gen goals have buyer personas in place.

Additional benefits offered by comprehensive buyer personas include:

  •     Identify the most valuable customer segments to guide acquisition strategy
  •     Craft engaging content and offers tailored to motivation and goals
  •     Improve customer experience by addressing friction points
  •     Inform the design of products and services to meet customer needs better
  •     Establish thought leadership by providing solutions to known challenges
  •     Measure marketing success by evaluating resonance with target personas

In today’s crowded and competitive market, buyer personas are essential to breakthrough results. Plus, as markets change, buyer personas allow companies to adapt in tandem.

Why Use Social Media to Create Your Buyer Personas?

Here are five compelling reasons why social media is an invaluable resource for developing customer personas:

Why Use Social Media to Create Your Buyer Personas - Infpgraphic

 

1. Rich Data Source

Social media platforms offer detailed insights into user behaviors, preferences, and lifestyles. For instance, analyzing Instagram can reveal trends in user hobbies and interests based on the types of images they share or interact with.

Similarly, X/Twitter data can provide insights into current trending topics and issues that resonate with your audience. This rich tapestry of information is crucial for constructing a detailed and accurate customer persona that truly reflects your audience’s habits and preferences.

2. Real-Time Feedback and Engagement

Social media is unique in offering real-time interaction with your audience. For example, you can gauge immediate reactions to a new product launch via comments and shares on Facebook or measure sentiment through likes and retweets on Twitter.

positive-product-overview-X

This direct feedback loop allows businesses to quickly understand how their audience perceives their content and offerings, providing valuable insights into their preferences and pain points.

This immediate data can be used to adjust strategies in real time, ensuring that your marketing efforts are always aligned with what your audience wants and needs.

3. Trend Analysis

Social media platforms are dynamic environments where trends emerge and evolve swiftly. By monitoring these trends, you can keep their customer personas up-to-date with the latest changes in behaviors and preferences.

For example, a sudden spike in conversations around sustainable living on social platforms could signal a shift in consumer priorities towards eco-friendly products.

4. Demographic Insights

As mentioned earlier, social media platforms provide access to a wealth of demographic data, such as age, gender, location, and even education level or job title.

This information is invaluable in creating comprehensive persona profiles.

For instance, LinkedIn’s insights can help understand professional backgrounds and career interests, which is particularly useful for B2B companies and social recruiting efforts. This demographic data helps in tailoring your social media marketing strategies to target specific segments of your audience more effectively.

World map mentionlytics

Audience demographic based on social mentions on Mentionlytics

5. Cost-Effective Research

Traditional market research methods can be costly and time-consuming, involving surveys, focus groups, and data analysis. In contrast, social media offers a more cost-effective approach to gathering extensive data.

For example, small businesses can use Facebook Analytics Insights to understand their audience’s behavior without investing in expensive market research tools.

7 Steps to Create Buyer Personas Using Social Media Data

Effective buyer personas crystallize accurate data into an actionable roadmap for your marketing.

Follow these best practices for leveraging social media to develop precise buyer personas:

7 Steps to Create Buyer Personas Using-Social Media Data - Inforgaphic

1. Define Your Goals

Your buyer persona research starts here. Driving alignments upfront ensures the strategic value of downstream buyer persona efforts. First, revisit your overarching business objectives.

Where specifically do you need a boost? Common areas that buyer personas can influence include acquiring more types of customers, generating more B2B leads, shortening sales cycles, and improving retention. Setting a priority focus will inform downstream efforts.

Next, detail how your personas will map to these established goals once created.

Perhaps they will help customer segmentation for more targeted lead-gen social media campaigns. Or maybe you want to personalize upsells to improve average order value.

With core objectives set, ongoing iterations ensure longevity of value. Review intended goals regularly as markets shift or new product development opportunities emerge.

Finally, iterate messaging and content to establish your brand as a thought leader.

Pro Tip: Run a fast, yet detailed social media audit to make sure you won’t miss a bit in this step.

2. Analyze Your Existing Audience

Granular clarity on who comprises and activates your current following minimizes guesswork.

You get the highest-potential segment identification and messaging personalization. After all, it’s far easier to keep than acquire customers.

Your existing customers and social media followers offer a goldmine of data. Most platforms provide robust audience analytics and reports. Analyze this audience across all platforms, taking note of the following:

  •     The social media channels they prefer
  •     Demographic data like age, gender, location, and interests
  •     Content and offers that provoke the most clicks, comments, and shares

Slice-and-dice analytic dimensions in every way possible. That means buyer journey stage, geo, industry, and role. Trends uncovered will dictate critical points for campaign resonance.

Pro Tip: Use a social media monitoring tool to easily fetch all of this information for all social media platforms in one single dashboard. Doing so ensures rapid response as new groups of buyer persona emerge over time or existing clusters shift.

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3. Analyze the Audience of Your Competitors

Your competitors’ social traction offers a rare window into your target market. Use it to gather insight into evolving tastes, interests, and needs. Connect the data to your own audience to mirror that perspective.

Studying how your competitors’ social media audiences respond offers extra information. Compare their audience makeup and engagement rates to your own. What differences stand out?

This competitive analysis exposes untapped audiences and messaging opportunities you may be missing. It also helps you serve these opportunities better than competitors currently are.

How can you access this data? You can spy on their social channels, but the easiest way is to use your social media monitoring tool.

4. Identify Customer Problems and Goals

Public social conversations offer unprecedented mass access to unfiltered prospect pain points. Customers are saying loudly and clearly what they like and dislike.

Social listening provides direct insight into the problems your audience faces and the goals they focus on.

Track relevant hashtags and keywords to uncover:

  •     Common questions and complaints
  •     Desired outcomes and objectives
  •     Discussions around overcoming challenges
  •     Aspirational ideas and interests

Here’s an example of how tracking your brand coupled with sentiment analysis (one of the main features of social listening) can help you to identify these pain points:

X-post-about-Asana

Understanding customer challenges tells you how to best support them. You can then use this information to refine your products. Or perhaps tweak your messaging/campaigns to address their wants and needs directly.

Pro Tip: Use real-time alerts for negative social comments so that you deal with them ASAP to prevent any potential damage and upcoming PR nightmares.

5. Apply for Customer Support Team for Insights

Next, incorporate qualitative insights from support and sales teams. The ones who interface daily with customers at scale.

They have front-line perspectives on the most common questions, recurring complaints, negative social media comments, upgrade motivations, and more. This offers context often missed by rigid analytics.

Interview these teams to gather insights like:

  •     What motivates prospects to convert into customers?
  •     Why do certain customers churn while others spend more?
  •     What common characteristics describe the best customers?

Factor these front-line insights into crafting your personas. The data will come from tried-and-true customer interactions, so it’s highly reliable.

6. Create Your Buyer Personas

With robust data gathered, synthesize key findings into one or more buyer personas. There are plenty of free buyer persona templates available online to help organize this information. Yet, it’s best not to use cookie-cutter templates.

Instead, personalize them to your specific business. You want a very specific persona. One that could very well be a real person you’re talking to across the table during a sales pitch or support call.

As you can imagine, this may translate to many personas based on your target audience. Some key characteristics to consider when creating your buyer personas:

  •     Demographics
  •     Goals and challenges
  •     Motivations
  •     Content preferences
  •     Interests and values
  •     Sources of information
  •     Decision-making process

7. Validate Your Buyer Personas

Before embedding new personas into your marketing strategy, confirm them (and also your marketing messages) first.

Unproven personas risk wasting your resources if they are not grounded in customer truth. Seek external confirmation with data owners to cement accuracy. Share the provisional personas with stakeholders like sales, customer success managers, and more.

Incorporate their expert feedback to further refine legitimacy. Next, test personas directly with customers via surveys or interviews. Be ready to iterate details based on authentic voices to genuinely reflect audience priorities.

Pro Tip: If you own a Brick and Mortar (B&M) business, consider also hyperlocal social media marketing factors when creating your buyer personas.

Conclusion

Detailed buyer personas act like inside intelligence to supercharge marketing strategy. Yet data-backed personas need more than guesswork to resonate emotionally. Social listening provides instant access to potential customer truth serum.

This clarity transforms generic content into messages crafted just for each reader.

Action is required to tap this intelligence goldmine and turn personas into human guides. Small steps today in mining analytics establish a razor-sharp view of your best audience.

Go granular with both data breadth and depth – from demographics to psychographics.

Start your journey to identifying and creating your true buyer personas by signing up for Mentionlytics and using all the premium features free for two weeks.

Michael Meyer

About Michael Meyer

Michael Meyer is the growth strategist at Leads at Scale. His main areas of expertise are communication & business growth. He loves traveling, delicious food, and cars.