Creating a buyer persona can lead to knowing an ideal target audience better, and knowing your audience will help determine the type of marketing campaign to utilize. This will help develop effective, targeted content that speaks directly to end users and the problems they face. Finding a solution to their problems will help create brand loyalty and repeat customers.
Why do I need to create a buyer persona?
A high-quality marketing campaign has to include a buyer persona because it represents a target audience. A buyer’s persona is a fictional person that represents a company’s ideal customers, and researching their wants and needs is critical to a campaign’s effectiveness. Once you have a clear picture of who you are trying to reach, it is so much easier to create an effective plan.
Research buyer personas
In developing a buyer persona, you’re creating a story around the people who are most interested in your product or service. In order to be more effective, you must know as much about them as possible, so you can provide personalized service, relevant content, and helpful information. Also, find out who is buying from you currently, and that will help determine what type of person is going to buy in the future.
Checking in on the competition is also a way to find out who is buying products similar to your own. If a competitor is killing it in a certain part of the market, find out what led to their success.
Don’t forget about your own analytics
By looking at your website analytics, social media ads, and pay-per-click ads, you can get an amazing picture of your own successes and failures. When looking through these reports, pay attention to the demographics and focus on what pages visitors use the most.
Several different buyer personas are common
Most companies offer several different products or services and each product might need a different buyer persona. Once the research is completed, it can be determined how many different buyer (2-4 for SMBs) personas are needed, and it is completely up to the market research. Don’t get frustrated. It can be a slow burn.
It isn’t necessary to create and segment every buyer persona immediately. At first, try creating one and see how it works. A buyer persona can be added to or changed at any time if more information has been uncovered about your audience or industry.
Roles, Goals, and Challenges
Roles: Once you have a well-researched buyer persona, it is important to know the role of that person professionally and outside of work. Job title, job description, marital status, and parental status are all relevant roles that can be used in this strategy, and whether they’re a boss, employee, or do volunteer work can also help in an effective and accurate buyer persona.
Goals: One of the main goals with a buyer persona is understanding what your buyer wants, and that can determine which strategy to use that will be the most effective. Take the goals that you’ve uncovered in your research and implement them into the persona. Knowing and understanding the goals of a buyer is crucial in creating an effective marketing strategy.
Challenges: Finding and pinpointing the challenges a buyer might face is just as important as knowing their goals. Pain points need to be identified quickly and a solution needs to follow.
When you have the specific knowledge of what a buyer does, and what roles they play in their life and business, content can be created that speaks to those specific roles.