When it comes to marketing, before you can target your customers, you have to understand them. The best way to understand your customer is by developing a buyer persona. A buyer persona is a great way to dive into the mind of your target audience. This persona gives insights into what your customer is looking for, but also what your customer is avoiding. As a result, you will be able to attract customers that have a higher potential of showing interest in your company.
What Is A Buyer Persona?
In simple terms, a buyer persona is a semi-fictional representation of your ideal audience based on collected data gathered from current and potential audience members. This information includes things such as demographics, behavior patterns, motivations, and goals. At the end of the day, a buyer persona is how a company is going to know how to market.
The Right Questions To Ask
Creating a persona involves answering four questions: What is your audience like? Where do they live online? What questions do they have that you can provide answers for? Who are real-life examples of your audience? Your real-life examples should be LinkedIn profiles. Once you create these personas you should be able to pinpoint the goals, frustrations, and where your buyer is on the buyer journey.
Why Are Buyer Personas Important?
Buyer personas help ensure that everything involved in attracting and servicing an audience is not done in vain. When creating a persona, you are thinking about things such as: how do you develop a deeper understanding of the customers’ needs and what steps can you take to satisfy them, which projects should you invest time and resources into, and how can you create a customer-centric business plan. The insights you gain from creating this persona allows a more tailored approach to targeting customer needs. When you tailor your ads, people feel seen; this gains trust and consumers tend to buy from brands that they trust.
Your buyer personas are used to identify where your ideal audiences spend time online, whether it be blogs, social media or websites. Knowing where your audience spends their time is a huge advantage because it allows you to meet them where they are. Consider a buyer persona as both a guide to service and product development and content creation. Specifically created content targets consumers based on their interests, their objections, and where they are in their decision making process.
Here is an example of how to build out a persona:
Now Its Your Turn
Personas add structure and insights into your business plans. Knowing all of the aforementioned information, you can now assess how you are targeting consumers and make tweaks where necessary. Not only will this help you start reaching your customers, but it allows you to become trusted in the marketplace. Making you the brand of choice!
Download our template HERE.
If you’re interested in finding out more about buyer personas or would like help creating your own digital strategy, feel free to contact us!