Before creating the first bodybuildingmealplans.co.uk paid-for product, it seemed prudent to understand the type of person who might be interested in buying. To do this I used a few sources of available information:
1) Sign-up form submissions: the landing page submission form used for the latest ad campaign included a drop down list, which prompted people to choose what they’re most interested in. From nearly 70 responses, 25 said “Meal planning advice”, 23 said “Diet & nutrition advice”, 15 said “Someone to do it for me!”. A useful start.
2) Google Adwords and Google Analytics: both tools provided demographic data for the people who interacted with the adverts and landing page. With nearly 30% of clicks and 40% of on-page sign-ups, the campaign proved most popular with 18-24-year-olds. And the male-female split was roughly 5-1 respectively.
3) Bodybuilding.com forum: the largest forum dedicated to bodybuilding that I could find. It’s littered with nuggets of information and even allows you to view people’s profiles to build up a picture of their demographic and goals. Consistent with the Google Adwords and Analytics findings, “Teen Bodybuilding” is one of the largest sections of the forum. Over 35s is another popular section, however.
So, using this information and applying some critical thinking, I constructed three basic personas.
The first, titled “The Pro” was quickly set aside (for now). It’s anticipated that this person is an intermediate-advanced bodybuilder whose level of knowledge and experience of meal planning is such that they’re unlikely to perceive value in what bodybuildingmealplans.co.uk could offer.
That left two personas.
“The student”, aged 18-24, unemployed or in entry-level employment, is quite new to bodybuilding or yet to start. They’re primarily looking for advice on getting started. And “The doer”, aged 25-45, working full-time, is an intermediate bodybuilder. They’re looking for help to improve and for an easier life.
Based on these descriptions, “the doer” is the ideal customer as they’re are more likely to be committed to bodybuilding and have the means to spend money to achieve their goals. “The student” may be motivated but will be less likely to have the means to buy. Saying that, this sounded like a perfect opportunity to run a test and see which demographic proves the most fruitful, especially given the popularity amongst younger people.