What is a Buyer Persona
A buyer persona is a research-based profile that depicts a target customer. Buyer personas describe who your ideal customers are, what their days are like, the challenges they face, and how they make decisions.
Built from the real words of real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options to address a problem that your company resolves. Much more than a one-dimensional profile of the people you need to influence, or a map of their journey, actionable buyer personas reveal insights about your buyers’ decisions — the specific attitudes, concerns, and criteria that drive prospective customers to choose you, your competitor, or the status quo.
The idea is to think about and speak to this model customer as if they were a real person. This allows you to craft marketing messages targeted specifically to them. Your buyer persona will guide everything from product development to your brand voice to the social channels you use.
Think of your buyer personas as a personal narrative. You’re developing a story for and context around the people who are most interested in your product or service. You want to know as much about them as possible, so you can provide personalized service, relevant content, and helpful sales information. Your buyer personas are the best place to organize all of that information into a story that will resonate with you, and with the rest of your team.
Why Are Buyer Personas Important?
Buyer personas help ensure that all activities involved in acquiring and serving your customers are tailored to the targeted buyer’s needs.
Implement them into your marketing efforts. Everything you do, create or intend should be linked to solving your persona’s problem. They are the embodiment of your ‘ideal customer. Sure, in some cases, your detailed buyer persona will encompass a wider variety of people – but in an age of information abundance and excess, being accurate, not assumptive, is the key to success. Your accurate buyer persona is your marketing bibliography, the types of people your efforts are linked to, and if you can consistently market your product, business, or service to these personas, our experience shows us that your marketing campaigns will bring you success.
When choosing a product or service, people naturally gravitate toward businesses they know and trust. And, the best way to build trust is to show genuine understanding and concern for the other person – in this case, your potential customer.
How Do I Create a Perfect Buyer Persona for My Business?
Defining a buyer persona also called a customer persona, target audience persona, or marketing persona helps you target your ideal customer base.
Buyer personas should incorporate a combination of internal and external research. Some businesses will need to create multiple personas to represent different types of customers. But, you don’t have to do it all at once – it’s ok to start small and let your personas evolve over time.
Choose one target customer and build a persona based on what you already know, then create a plan to enhance it with more research.
It’s easy to get lost in the details of tracking your latest engagement rates and campaigns. Effective buyer personas remind you to put your audience’s wants and needs ahead of your own.
Why Choose Us?
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