6 Easy Steps for Creating Great Buyer Personas for the Travel Market
To effectively design your marketing messages around your preferred target audience you need to figure out who the ideal buyers are and how they would book your travel services.
Step 1. Knowing what buyer personas are
Buyer personas are ideal presentations of your target customers. They usually take the form of a 1-page document. This should include all demographic and geographic details of your customer profile. You should write your buyer personas like they are real people, but they can be fictional profiles based on your target market.
Step 2. Understanding why you need to create buyer personas
Creating a buyer persona for a potential target market is a great way to assess whether or not you can reach out to this type of person with your current sales and marketing plan. It allows you to identify new ways to promote to your customers and helps you tailor your sales pitch and content around these customers.
Step 3. Using buyer personas to help with your marketing strategy?
Researching your travel market
The target market you choose for your travel brand will inform the basic details of your buyers: where they are from; their age bracket; and the types of products/services that they are interested in.
Reviewing your current customer base
When creating your ideal buyer personas you need to fully review where your current buyers are coming from and why they choose your travel product/service. A lot of companies who are investing in buyer personas will conduct a survey of their current clients to learn more about them.
Segmenting your customers and potential customers
Now that you have analysed your preferred target market and current clients you are ready to divide them into segments. For example, are they: interested in Green Living; young and tech-savvy; or wealthy and used to luxury goods?
Step 4. Creating your buyer persona template – What do you want to include?
This is where you decide what you want to include in your 1-page document. Do you want to focus on hobbies and interests? Have you made room to list the challenges that the traveller faces? How much do you want to add about their professional life?
Remember that you can always expand upon these details at a later date and add to these personas as you receive more information about your customers.
Step 5. Naming your buyers
This is a trick that many people use to communicate the type of buyer you are dealing with. It is useful to have a one-line summary of your personas if you are communicating your ideal buyers with a broader team.
Examples include: Tech-savvy Tom; and Sun Worshipper Sally
Step 6. Using your buyer personas
Last but not least you need to decide how to use these personas in your overall marketing plan. If you have included the right details then they should direct you towards the type of content to include in your marketing campaign and what messages will reach your audience effectively.
We cover buyer personas in depth in our courses.
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