Why Do Buyer Personas Matter
It is essential to create the right buyer personas for your brand if you want your business to be an honest and authentic success.
Personas are a great way to focus your marketing efforts on different audience segments.
Sending duplicate emails for lead nurturing to all of your contacts in your database, for example, could be more effective. You might sell very different products or services that do not resonate with everyone.
You can also segment based on buyer personas.
By knowing your message, You can customize it to the person’s unique preferences and lifestyle.
Establishing concrete personas for each type of ideal client is essential.
Understanding your customers and prospective customers better.
Create the most relevant and authentic content and promotional material.
Attract leads of higher quality.
It is easier to customize content for the needs, behavior, and concerns of different types of customers you are trying to reach with your product or services.
How does a buyer persona affect marketing specifics
Let’s look at the specific ways that a persona of a customer can translate into stronger marketing.
Create the Right Offers
You can use buyer personas to understand which offers appeal to your target audience. Imagine you are a travel site owner. Your target persona may not be a busy dad with little time for three kids. A one-month work-away in Vietnam might not be the best option. Share great family-friendly destinations and itinerary ideas.
Write More Effective Copy
You can speak a specific person’s language when you understand their personality. You are writing a promotional piece for a special dinner offer. The vocabulary will be very different.
An 18-year-old boy starts college on a tight budget.
A mother of four who is always on the go and craves date time with her husband
The 65-year-old grandmother who loves to spoil her grandchildren
Select the right platform(s)
Different audiences use diverse platforms.
Twitter 2, for example, is only used by 6% of users over 65. To reach women aged 65-70, consider other platforms.
According to Sprout Social, 62% of 65+-year-olds use Facebook 3.
It is easy to choose where to focus marketing efforts with such data.
How do you choose the ideal customer
It’s a guessing game to choose a truffle out of a box. We can certainly make educated guesses, but we won’t know for certain until we bite into the truffle.
This is the thing.
Marketing is quite different. It is important to never guess a buyer’s persona.
It is important to identify the customer type we want to serve.
Market Research
Market research and insights from actual customers (through interviews, surveys, etc.) are the best sources of information for creating buyer personas. ).
Create more than one buyer persona using this research.
How many buyer personas should you have
At this point, it is normal to freeze. How is it possible to have only one buyer persona in your marketing? You have a variety of different offers. You may have different offers for people with high incomes and budget-conscious people.
Time for an example. Let’s imagine that Jenny is a nutritionist. She offers a nutrition course for expecting mothers. One course is for powerlifters who are seriously buff.
You can have multiple buyer personas.
You should too.
The standard for business is to have between 3 and 5 personas.
The products and services are targeted at one of the personas based on their likes and lifestyles.
How to define your buyer persona
It may seem daunting, but the process is important. We will show you how to create your buyer persona.
Start with these five steps to create buyer personas for your brand.
Discovery Calls
Call to receive initial insights.
In the call, create assumptions about your target audience based on feedback from key stakeholders. These assumptions can be verified or disproved by knowing where to start.
Create an internal survey
Start with yourself. Send an internal survey to the entire company.
This survey aims to:
Ideal customer information
Information on the sales process
Information about business communication
It is great that everyone in the company can speak up and provide feedback anytime. It is important not to assume. The team members’ insights may surprise you and change the direction in which goals are pursued.
What is the purpose behind this internal survey?
The feedback shows how well your various departments and their roles are aligned. Feedback reveals whether your “ideal” customer and offerings are the same or differ widely across teams.
The information provided by this data provides additional insights into the assumptions which will need to be validated or disproved through market research and data analysis. It is important to test the assumptions of the two halves of the company. One half believes that you only serve millennials, and the other thinks the market only consists of half of millennials.