If you have been involved in the marketing world during the past 5 years, you have probably heard of the term ‘Buyer Persona’. Most companies believe that they have identified and understood their Buyer Persona/s, but when the questions kick in, they are surprised of the outcome!
If you have landed on this blog post to understand what a Buyer Persona is and why its important to clearly identify them, then you have successfully achieved your goal. Lets start with the definition!
What is a Buyer Persona?
As SocialMediaToday indicates, “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.” A Buyer Persona can be created based on demographics (age, gender, location) as well as interests (what they like to buy? where they like to eat? how they want to spend their time?), goals, motivations and job position within a company.
Moreover, Buyer Personas are often called customer profiles, but whichever definition you use the goal is ultimately the same. Buyer personas allow businesses to understand their customers in detail so that they can optimise the way they acquire and serve them.
How can Buyer Personas Help?
Buyer Personas assist with defining your target audience/s
By defining and characterising your company’s Buyer Personas, you also define your target audiences in a way. Understanding who your ideal clients are, will enable you to tailor all your marketing efforts and marketing materials towards them. In essence you are passing the correct custom message to the people that are in need of it.
Buyer Personas help you get closer to your clients
The main goal in any marketing plan is to build long-term trust with your clients. Creating and providing valuable content that is useful to your target audiences, enables you to get closer to potential clients and form a long-lasting relationship. At the end of the day, a potential client might have more chances to buy your service over a competitor’s service, if you provide him with the value he/she is looking for. Providing value enhances the trust between the 2 parties and assists you in standing out against your competitor.
As stated by SocialMediaToday, “Creating detailed profiles for your clients will help you get specific about the people you really want to attract, and how to bring them to your business. Whether you have two buyer personas or 20, that focus will help you create a stronger, more effective marketing plan.”
Buyer Personas save you Money and Time
Imagine creating your company’s digital marketing strategy, without defining who you will target (who your target audience will be). In simple words, you will be sending a message that speaks to a large number of people. Sending generic and broad messages aren’t as effective as targeting a specific group of people that require a specific service or product. With a defined Buyer Persona you can create a tailored marketing campaign which will speak only to the target audience, thus saving both money and time on your marketing efforts.
If you are struggling with your marketing plan/strategy and would like to get some consultation on how to proceed, please don’t hesitate to contact us!