How To Define a Buyer Persona For Your Franchise

date icon 6 minutes to read date icon 25th November, 2022

In the business world, a B2B buyer persona is essential for generating quality leads, driving the sales approach, boosting engagement and development and more. The same is true for a franchise’s customer persona. These fictional personas are a great way to personalise your content and ensure you sell more franchise units to the right individuals. But what is a buyer persona and how can you create your own? Let’s take a closer look.

What is a franchise buyer persona?

A fictional ideal franchisee avatar generally comprises the franchise buyer persona. This imaginary “person” represents what your ideal franchisee would look like. We’re not talking about physical appearance, however.

Instead, it’s a combination of factors including what demographic group they fall into, their location, their preferences, interests, pain points, challenges, information consumption, sources of information and so much more.

This data, when compiled together in a structured way, can help you tailor your marketing messaging, ensuring that it is highly targeted so that you aim for the right audience with more precision. This will save you time in the long run and make your marketing more laser-focused while ensuring that your marketing spend is optimised to its full potential.

How do you write your buyer persona?

Now that you know what a franchise buyer persona is, it’s time to create one (or several as your needs evolve). So, if you’re wondering how to create a B2B buyer persona for your franchise, we offer some useful tips below.

  1. Make no assumptions

    The first rule in creating your franchise buyer persona is to ensure that you make no assumptions about your ideal franchisee. This means not including assumptions about their previous employment, skills, experience, level of knowledge, income levels or anything else.

    When you make assumptions like these, you’re essentially not relying on raw data that can be quantified and used more accurately to target your ideal franchisees. Instead, you’re relying on something you think you know but which might not be the case in reality.

    So, rule number one: make no assumptions about your ideal franchisee.

  2. Study your competition

    The second step to creating your buyer persona is to look at what your competitors are doing. You can do this without necessarily investing huge amounts of money in this exercise. All you need is a bit of time and patience.

    Start out by looking up franchisees on Google, LinkedIn and Facebook. Once you’ve narrowed down a couple of people, you’ll be able to study them in more depth. This information should give you key insights into what attracted them to your competitors’ franchise opportunities and can also help you refine your own.

  3. Study your current franchisees

    Once studying the competition is out of the way, it’s also important to examine your own existing franchisees because they contain a wealth of information and it’s freely available to you.

    So, when approaching this step, you’ve got several options to choose from. These range from conducting interviews and surveys with your franchisees to finding out what made them choose you over your competitors. You can then use these social insights to formulate the basis of your buyer persona.

    The easiest way to get this information apart from interviews and surveys is to place forms for completion on your website. Ensure that they are not too lengthy or time-consuming to complete and be careful of the questions you ask. You will want to collect data that is based on both open- and close-ended questions in addition to numerical scales.

  4. Collect key information

    The next step is to collect information about your ideal franchisee. Apart from looking at your competitors and current franchisees, you should now venture into the real world and collect real data about people who may potentially be interested in your franchise opportunity.

    Data that you need to collect through various social and digital media channels include demographics (age, income level, gender, etc) and professional information (educational level, professional experience, maturity, etc.). Other data that you will need to gather relates to your ideal franchisees’ goals and challenges, values and fears, information consumption and channels, buyer habits as well as how you plan to help them meet their challenges head-on.

  5. Refine and personalise each persona

    Since collecting all this information, it’s important to create your fictional characters based on all of the above. You may find that you have more than one persona: Franny Franchisee or Business Betty may be just two examples of the names for characters that you’ve created.

    However, as silly as it may sound, it’s important to give them a name. Once you’ve given them a name, correlate the above-mentioned data and allocate it to each different persona as you refine and hone it.

  6. Get feedback from relevant stakeholders

    When the persona has been created, refined and personalised, it’s important to test it out. The best way you can do this is by ensuring that you give copies of the persona to relevant stakeholders in your organisation.

    These individuals, who may include members of your marketing, sales, customer service and other teams, will be able to tell you if anything doesn’t make sense or if it needs finer improvements. Therefore, share the persona far and wide within your organisation and even get feedback from your current franchisees.

  7. Craft your messaging

    A marketing message that has been crafted with a buyer persona in mind is umpteen times more likely to be successful as opposed to one that hasn’t. As a result, once you’ve collated the feedback from all the relevant stakeholders and you’ve refined your persona even further, it’s time to create your marketing message. You need to be as specific as possible.

    For example, saying something along the lines of “Do you want to be in business?” is much too broad because many people want to be in business but in different roles.

    A possible solution is changing this to: “Do you want to run your own pizza restaurant franchise with strong levels of support behind you?” – now that’s much more specific.

    Therefore, message creation should directly speak to your chosen group of fictional individuals and this messaging should be powerful enough to reach them through the right channels, which you already studied above.

  8. Test and refine

    The final step in the process is to start implementing your highly targeted franchisee marketing messaging through the selected channels. It’s also essential to test, measure and fine-tune your efforts so that you can improve your messaging even further and ensure its effectiveness.

    Another important point to keep in mind is that consumer preferences change over time, including how they consume information. You need to be able and flexible enough to create new franchisee buyer personas as these needs develop. This may mean changing your buyer persona every year or even creating several personas at the same time, which you will develop further as time progresses

Get a free buyer persona template

If this still sounds like a foreign concept to you, there’s no need to worry. You can take a look at some buyer persona examples to see what they should, in essence, look like and how they should be structured.

In addition, we’ve also prepared a thorough buyer persona template that you can also download here and take advantage of when embarking on this important step in your franchise marketing efforts.