Why You Should Be Thinking Seriously About Persona's
There are various ways you can appeal to this target audience, but one great tactic is building a buyer persona, so you have a clearer vision of who exactly you are targeting. In this blog post, we’ll go over why you need to build this persona and how to go about doing it.
What Is A Buyer Persona?
Simply put, the buyer persona is a semi-fictional representation of all of your target audience as one individual. You might want to think of the buyer persona as your ideal customer. Once you know the buyer persona that you need to appeal to, you will have a very clear idea of the wants and needs of your target audience. You will then be able to tweak and change all of your marketing and advertising so that it all appeals more to them.
Why Build A Buyer Persona
You might still be wondering why it’s so important that you go to all the effort of creating a buyer persona. There are a few reasons why it will be beneficial, including all of the following:
You Can Build Your Marketing Strategy Around It
Once you have a buyer persona in place, you will have a much better idea of the kind of people you need to appeal to with your marketing. You will know the type of things that appeal to this kind of person, and you can ensure that your adverts and marketing will catch their eye. This persona will become integral to your who inbound marketing methodology, ensuring that everyone who is part of your target audience will be directed to your brand.
You’ll Find Better Quality Sales Leads
Once you know all about your target audience’s interests and preferred hobbies and pastimes, you will be able to incorporate all of this information the various ways you reach out to them. This will help you to create more personal connections, such as through your emails, which can help to build a solid relationship. The quality of leads will therefore be of a higher standard, and will be more likely to generate sales.
You’ll Discover Where Your Target Audience Hangs Out Online
It can be difficult knowing the best places to deploy an advertising and marketing campaign if you aren’t sure where exactly your target audience is hanging out. Thankfully, a buyer persona can help you solve that. If the persona that you create has a preference for Instagram out of all the social media platforms, then you know to target it over the likes of Facebook and Twitter. The more you can find out about this persona’s preferred websites and social media, then the more focused your campaigns will be.
You Can Create Bespoke Content
If you aren’t producing content that your target audience cares about, then it won’t be doing enough to attract them to your site. Once you have a buyer persona, though, you will be able to create bespoke content and only publish content that you know will generate some top-quality leads.
How To Build A Buyer Persona
Now you are probably wondering how you can go about creating a useful buyer persona. As long as you follow these steps, you should be able to create one that is a brilliant representation of your target audience.
Look For Trends Amongst Current Customers
You should already have some general data regarding all of your current and previous customers. It’s worth reviewing all of this information to see if you can notice any trends that keep on cropping up. For instance, you might notice that the majority of your customers are aged between 18 and 30 and are mainly based in urban areas. These trends should be used in your persona so that you create one that closely matches your average customer.
Capture Important Information With Online Forms
You should already have a sign-up form on your website for your email newsletter. Rather than just asking for new subscriber’s email addresses and names, it’s also worth asking them for some other useful information as well. All of this info can then be used to create your buyer persona.
Get Feedback From Your Sales Team
Your sales team will be in constant contact with current and potential customers, so it’s worth talking to them about the kind of people they are regularly speaking to. They will be able to give you plenty of feedback on what your usual customer looks like and the kinds of products and services that they want to see available to them. Again, this is another set of data you can use when deciding what kinds of characteristics you should give your new buyer persona.
Consider Creating Numerous Profiles
Some companies find that just having one buyer persona isn’t enough for them. That’s usually the case with firms that appeal to a few different target audiences. If this is the case with your company, it’s necessary to create one persona per audience. You might also find it beneficial to create one overriding persona as well, but this is usually only possible if your different target audiences share a few similarities.
Change Your Persona Accordingly
A firm’s target audience might naturally change over time. If yours does, you will have to change your buyer persona accordingly to keep your target audience in focus.
Almost every company that sells products or services will find that creating a buyer persona can really enhance their whole sales process. It will become a lot easier to set up marketing campaigns and adverts that target the kind of people who are more likely to buy what you are selling. And your profits will certainly see a healthy boost as a result.