In a previous blog post, we talked about the importance of getting to know your audience. Understanding your audience is a critical step in developing your marketing strategy. You will begin to understand your audience’s likes and dislikes, preferences, habits, wants and needs, and much more. One way to accomplish this is by creating a buyer persona. So, what is a buyer persona and why is it important? Well, for one, it helps you understand what your customers may be thinking, how they make decisions, and the problems they face. Buyer personas make sure all your marketing efforts are tailored to your specific target audience.
What is a buyer persona?
A buyer persona is a semi-fictional representation of a brand’s ideal target audience. Buyer personas are based on a brand’s mission and purpose as well as data and research. In marketing, buyer personas are a key aspect in developing a marketing strategy because they help you influence consumer behavior by allowing you to understand your target audience. Understanding your audience’s likes, dislikes, and habits allow you to create tailored marketing campaigns that will speak directly to that specific audience.
Why are buyer personas important?
Developing buyer personas have many benefits for organizations. Creating well-defined buyer personas will help you build better marketing campaigns targeted to different groups of prospective consumers. Buyer personas help you identify your consumers’ needs and wants. They help you empathize with customers, so you can do a better job at serving them. There are six core benefits of creating buyer personas:
- An understanding of customers’ needs and interests
- Knowledge of where customers spend time
- Better quality leads
- Consistency across your business
- Richer closed-loop analytics
- Better product development
When creating buyer personas, you shift your view from what your business is and what you offer to who your consumers are and what they are searching for. Getting to know your ideal customers better will amp up your campaigns and allow your brand to reap the benefits.
How are buyer personas created?
When considering creating buyer personas, you may wonder where to start. Think of it as getting to know your audience on a personal level and putting what you know on paper. When getting to know someone on a personal level, what do you find out about them? You typically get a sense of their personality, their likes and dislikes, what their concerns are, how they prefer to communicate, and so forth. When finding out this information, you can tailor your marketing messages to suit their personality. For example, there may be a consumer searching for your product, wanting to save money, and prefers to communicate through messaging or email. How can you use this information to create a tailored marketing message? You may consider creating an email campaign providing the consumer with coupons or discounts.
When creating buyer personas, you typically don’t have months and years to get to know someone. There are specific questions you need to ask to understand all of the necessary information. In determining the questions to be asked for the buyer persona, it’s important to visualize an ideal target consumer. Some questions include the following: Who are they? How old are they? What are their daily activities? How do they prefer to communicate? What do they need to accomplish? What possible concerns would they have? By understanding these questions and their answers, brands will be able to address every single area and create campaigns that address consumer’s wants, needs, concerns, and preferences.
Download Our Buyer Persona Template
If you have never created a buyer persona and don’t know where to start, feel free to download our buyer persona template. We provide the general questions you should be asking when researching your target audience. You can customize this template to fit the needs of your business and help you create tailored marketing campaigns.