Developing your client base as a freelancer can certainly be a challenge. Although you can quickly establish a full-schedule of work, starting out can be slow. If you’re having a hard time finding clients, it may be because you don’t understand who your customers actually are! Chris, a digital marketing consultant, generously offered to share his thoughts with us on how to establish your buyer’s persona. And here it is!
What Is A Buyer Persona?
Buyer personas are research-based representations that provide insight on who your audience is and their needs and expectations.
This type of insight is important to help freelancers establish their brand, identify their customers, and focus their lead generation efforts.
A buyer persona is an essential part of a marketing and business strategy at every stage of the client’s journey. While the demographics that are important for you to collect vary based on your industry and market, some of the general demographics that you can use as a baseline include:
- Stage of the buying cycle
- Shopping habits
- Purpose (why they are buying)
Your freelance business will be able to produce more focused, persuasive marketing campaigns for specific segments of your target audience based on this demographic information. Plus, buyer personas will help you focus your efforts looking for a more profitable customer base.
As a freelancer, you have limited time and resources to increase your business and optimize your outreach efforts. This information will help you save money and funnel your resources to produce improved products and services.
Value Of A Buyer Persona
Freelancers often overlook the importance of having a strong understanding of their audience through a data-driven approach. It is easy to assume you know your target audience, but without validated data about who you are service, you won’t be able to produce valuable products or services to meet their needs.
Unless you are very lucky, it will take a long time to figure out your target audience if you are just using trial and error. Buyer personas help you personalize your marketing message and direct your freelance business quickly compared to guessing who your audience is and what solutions they are looking for.
Specific Questions For A Buyer Persona Survey
An essential part of building your buyer personas is to survey your target audience. A great place to start with your surveys is to speak with your current customer or reach out to the type of people you want to start doing business with.
During your survey, you will want to ask focused questions specifically:
- What is your biggest problem [in a way relevant to your product/service]?
- How much time or money do you waste dealing with that problem?
- What solutions do you currently use to deal with that problem?
- Have you used other solutions in the past? What caused you to stop using that product/service?
The primary purpose of this survey is to help you understand the problems of your target audience, what they currently use to solve that problem, and what solutions they are no longer using.
Once you understand these three points to the problem/solution equation, you can identify untapped opportunities that your business can fill.
Using Google and Facebook to Build Buyer Personas
If you have $250 and about 3 hours available you will be able to set up campaigns in Google Adwords and Facebook through paid advertising to define your audience. You can use these paid channels to find detailed information about your audience.
These channels tend to be used to promote content and other business offerings. However, you can use Adwords and Facebook ads to drive traffic to a landing page that has a survey and sign up forms. While this tactic requires you to spend some money upfront, the money is well spent because it will produce high-quality leads.
Along with the leads, you also have access to valuable demographic information from people who interacted with your ad. Using paid advertising requires an upfront investment, but it allows you to find a core target audience quickly and hone in on what messaging is more effective in a shorter period.
Leverage Buyer Personas To Grow Your Freelance Business
It’s no secret that freelancing is difficult. You have a lot of stress from attracting qualified leads, to producing high-quality content, you have a lot to think about! Reduce some of your stress by identifying the most profitable target audience to help you grow your business.
Instead of spending time chasing leads who aren’t in your market segment, you can spend time improving your craft and generating income. Buyer Personas will help you use your time and resource more efficiently without worrying about wasting your time chasing people who won’t use your services!
About the author: Chris Giarratana is a digital marketing consultant who works with small business and nonprofits. He helps drive conversions and boost sales through SEO Copywriting, Email Marketing, and Landing Page Optimization.