The health and wellness market is broad and not every consumer in this market is a fit for your brand. So, your marketing efforts should begin with an in-depth understanding of your particular wellness consumer. This process begins with creating a “buyer persona – which is a semi-fictional representation of your ideal customer.
For example, I once owned a juice bar. My biggest regret is that I didn’t take the time to throughly understand my core customers. After much reflection, I now understand that my most profitable customers were ultra-health conscious. They were discerning and knew what drinks they wanted before they came in – as they had already done their research on the benefits of smoothies and juices. Many of the ultra-health conscious customers were vegans, vegetarians, and or raw-foodists. One frequent shopper was a fruitarian. In fact, much of my revenue came from the juice fast program. These ultra health-conscious customers found the store without much marketing and spread the word online and offline in their respective health-conscious circles.
Your buyer persona will become the person you work to humanize and build an authentic relationship with. You’ll create compelling content to naturally attract, convert, close, and delight this customer as you develop innovative solutions to solve his or her problems.
By meaningfully engaging your buyer persona online with the right message, at the right time, in the right place, you’ll not only build stronger relationships, but your efforts will result in stronger and cost-effective marketing. This approach will allow you to convey a more tailored message while minimizing advertising waste.
The persona is built from the buyer’s point-of-view. Build the persona from authentic stories related by actual buyers – in the form of one-on-one interviews to capture the buyer’s expectations and the factors that influence their purchasing decisions. These crucially important stories reveal how your buyers make this type of decision.
Who is your target buyer?
- What are the demographics (such as gender, age, income, household size, education, and zip code)
- What does she do for a living? Gather data such as title, company size, industry, and general job responsibilities.
- What is a day in their life as a customer like? Describe what a typical interaction with your business is like for them. Who they are dealing with? What decisions are they making?
- What are his/her primary pain points? Describe the primary challenges she is trying to overcome that relate to your products and services.
Think like your target customer! Imagine yourself making the buying decision that you want to influence.
- What triggers her to evaluate your wellness solution?
- What does he/she expect or want to be different?
- What does she value most in a wellness provider? What motivates the customer to buy (price, support, product feature etc.)?
- What are her purchasing goals?
- Where does he go for information? Identify the primary sources he uses to gather information during the research and purchase decision process.
- What are her most common objections? List the reasons you hear most often for why your solutions won’t meet her needs.
- What do you need to do to help the customer see your wellness solution as a perfect fit for his/her wellness needs?
- What are the barriers that prevent him from finalizing the purchase?
- Which aspects of your solution impresses him?
- What are her tastes, lifestyle behaviors, attitudes, and concerns?
Re-create the target buyer’s world!
What is the target buyer’s story? What’s the narrative about her personal buying experiences? During the interview probe for the when, how, and why aspects of her purchasing decisions
Look for reviews and discussion online from customers that are similar to you buyer persona. You can gather more insights at websites such as:
Quora.com – Quora is a question-and-answer site where questions are asked, answered, edited, and organized by its community of users. Look for the most common questions from your niche buyer.
Facebook Groups – Facebook provides a platform for your business to connect with communities via groups. Discover relevant groups and review the profiles of its group members. Look for indications of pain points and problems that you have the resources to solve.
Typeform.com or SurveyMonkey.com – read my blog on how to design an effective online survey. Ask relevant and effective questions e.g. “What is your biggest fear or frustration with a particular topic?”
Google Analytics – review demographic & interest reports.
Facebook Analytics – review demographic reports.
YouTube Analytics – review demographic reports.