Content Marketing

20 Questions to Ask When Creating Buyer Personas

In our continued quest to revamp Caddis' approach to content, we've been working on creating buyers personas that reflect our current customers in an effort to define our target market for future content and customers. Last week, I talked about some of the key reasons why you need to be creating and using buyer personas in your business. This week, I want to dive a bit deeper into how exactly we research and create our buyer personas here at Caddis.

Building Personas

The best ways to get information on your personas is to ask your customers directly. You can do this by conducting 1-on-1 interviews or conducting surveys and quesetionnaries. For Caddis, we've decided to ask our current customers to complete a survey for us that will help us get very specific information about each of their roles in their companies and how they expect to interact with vendors and what kinds of solutions they need.
In creating this survey we had to develop a list of questions that would give us all of the information we would need in an amount of time that wouldn't be too long for our customers. These questions address everything from job responsibilities to online activity. We've put them in a format that is easy to replicate so that we can use it when creating personas for our clients' companies and so you can use them in your own company. In the next couple posts, we'll work through how we gather this information using Google Drive surveys and how we compile it to create the final buyer persona. Check out our questions below:

  1. What industry is your company in?
  2. What is your job title?
  3. What skills are required for your specific job?
  4. What are you specifically responsible for in your job?
  5. How is success measured in your specific job?
  6. What are the biggest challenges/pain points in your role?
  7. Describe your career path to your current position.
  8. Who do you report to?
  9. Are you regularly seeking to learn new information about your job and industry?
  10. Where do you most often look for this information?
  11. What idustry-specific publications and blogs do you read?
  12. What business, marketing or job-specific publications and blogs do you read?
  13. What social networks are you professionally active on?
  14. What thought leaders in your industry or job do you follow or read? (individuals or companies)
  15. What types of content will you read from a company when considering them as a vendor?
  16. What do you value most in a digital marketing vendor/partner?
  17. Why did you or your company initially seek out Caddis? How did you find us?
  18. What were the biggest challenges in your role before working with Caddis?
  19. How has Caddis helped both your company and you in your job specifically?
  20. If you were looking for a marketing vendor/partner again how would you go about finding them?

With these kinds of questions you should be able to get a great idea of who your customer is, what they're interested in, how they've communicated with you in the past and how you might be able to target future customers similar to them. Obviously, your questions will be different based on industry, client and purpose, but we think our example will be a great start. Next week we'll be showing you how to go out and collect this information and how to compile it into usable buyer personas.
Are their any questions you would ask that we haven't? Let us know in the comments!