How to Create a Buyer Persona for Your Beauty Brand
Manifest your dream client through your buyer persona. You’re an emerging beauty brand with a compelling story, amazing product and promise to your customer. You’re ready to get your message out there to anyone and everyone, but exactly who? Sure, you can cast your net to the sea of the unknown, but one pro tip that a PR Agency for beauty brands like Push the Envelope PR will tell you is to know your audience. The best way to know your audience is to manifest them by defining your buyer persona.
WHAT IS A BUYER PERSONA AND WHY SHOULD I CREATE ONE?
Have you ever been on the hunt for your perfect car? The search is vast and there’s so many options – from the brand, type, color, the interior material, or all-wheel drive – the possibilities are endless. It’s not until you specifically name what you want, that the options will start to filter and come your way, helping you make a clear decision and pinpoint exactly what you want. This is no different to your ideal client finding your beauty brand as the best choice for them. A buyer persona manifests your dream client to allow you to understand, engage, connect, and help them filter and find you as a perfect match.
HOW TO MANIFEST
There’s multiple ways whether your brand has yet to launch, or you’re already out there casting your net to some target audiences. It’s important to understand how to define your Buyer Persona in the context of the 4 W’s: Who, What, Where, When. Answer these questions about your ideal client type and you can build from there.
WHO:
…is she?
…does she love?
…does she follow?
…does she aspire to be?
…is her biggest influences of the moment?
…in her circle of friends?
WHAT:
…is her age range?
…are her hobbies?
…are the brands she’s following?
…does she do for a living?
…does she invest her free time in?
…is her annual income?
…are her communication preferences?
WHERE:
…does she live?
…does she shop?
…is most of her time spent on social media?
…did she get her education?
…is she looking for the latest trends?
…are her favorite places to travel?
WHEN:
…does she have downtime?
…is she checking her email or social media?
…does her day begin and end?
…does she shop and how often?
Ask any question about your client in the context of the 4-W’s. This assessment and identifying exactly who she is, what they do, where they go and when they do it, ultimately give you a clear answer to how to speak to them in a way that will connect to them seamlessly. This includes but is not limited to:
- The type of content to create
- What platforms to post it to
- Where to distribute the content
- When to distribute it and at what cadence
The deeper knowledge you have about your buyer persona, the more personalized, customized and authentic you can be of service to them. Then the more likely they will be listening, watching and eventually converting into a loyal brand customer.
I’VE IDENTIFIED MY BUYER PERSONA – NOW WHAT?
You’re just getting started. Use the next few weeks as a testing ground to see what happens. Data is information and it is a tool to guide you along to adjust your messaging, marketing, and content. More information allows you to make informed decisions and changes to meet the needs of your ideal client, or to tap into a new one altogether.
HOW A PR AGENCY FOR BEAUTY BRANDS CAN HELP
These are just some of the first steps to start identifying your dream client. The team at Push the Envelope PR has over 16 years of experience helping many budding brands provide the proper tools to identify your ideal client, defining your brand persona, and marketing to that exact audience. From there, the team can help navigate and give you resources and data tracking strategies to ensure you are getting the message across to your ideal customer to effectively engage in the way they prefer. Click here to schedule a call to discuss your marketing goals and get started.