Whether your company is B2B or B2C, if you’re on the path of inbound marketing, you’ve probably heard the term ‘buyer personas’ being thrown around before – or at least some variation.
However, the chances that you know what buyer personas are and how useful they can be to your business? That’s another matter entirely.
With that in mind, here’s a quick guide to how personas can help your marketing efforts:
The Definition of a Buyer Persona
You might be asking yourself “What exactly is a persona?” and the answer might not be as simple as you’d like. A buyer persona is a partially fictional representation of your ideal customer. This semi-fictional representation is based on two determining factors: market research and what you know about your existing customers.
You can think of your persona(s) as an incredibly detailed target audience. You’ll want to consider factors like customer behavior patterns, demographics, goals, and motivations when creating your persona(s) – the more detail, the better!
Buyer Personas and Your Marketing Efforts
So you know what a persona is. Now what?
It's important to recognize they aren’t just helpful for creating a target audience; they can provide your company with immense structure and insight. The most detailed personas can guide product development and help you focus your time and resources in the best way possible.
But wait, there’s more! There are a few other ways that they help your business:
- Demographic information – Research is a major aspect of creating a buyer persona. You can connect with the person behind the persona when you conduct market research and talk to current customers about their experiences.
- Define your audience – Segmentation is another buyer persona perk. After all, you wouldn’t just market to one person, and that’s why creating multiple, segmented buyer personas is crucial. This helps you to create targeted content or segment your contact lists based on specific personas. Just think of all the personalized emails you could be writing!
- Develop the right content – When you have a defined audience and clear demographics in mind, curating the most relevant content isn’t too hard. If you’ve done your research correctly (and there’s no reason why you shouldn’t have), you should be able to determine what your buyer personas’ major pain points, challenges, and questions are. With all that information at your fingertips, writing great content almost becomes like ‘Color by Numbers.’ You’ve got this.
And there you have it. With the right buyer persona, you can attract visitors, leads, and customers that are worthwhile to your business. Are you ready to get started on creating a buyer persona yourself?