Let me put the bottom-line up front!
If your customer's ‘Buyer Persona’ isn't at the very heart of your inbound marketing strategy, you are doing it wrong.
Buyer Persona is the buzzword of the inbound marketing world. If you've been inbound of late, even remotely, you must have heard the term ‘Buyer Persona.’
It's tossed around like everyone has one, and everybody knows what it is.
But if you feel that you don’t precisely know what Buyer Persona means and why it is important, trust me, you are not alone.
Read through this article and you’ll find answers to all your queries.
So, let me begin with the definition!
A buyer persona is a thoroughly researched profile of your target audience.
It highlights the following traits of your prospective customers:
Creating a detailed buyers persona will help your sales team discover:
It is not uncommon to have multiple buyer persona for a business.
For instance, if your prospective consumer needs to get approval from others before deciding to purchase, you'll need separate buyer persona to address the needs of everyone involved in the decision cycle.
This helps businesses to understand the requirements of their customers and serve them better.
A rookie's mistake, which most businesses make, is to focus their marketing strategy on what they do and how good they are at it. Totally disregarding what the customer needs. This puts them at a tangent with how their target audience makes decisions.
While choosing a product or service, people gravitate instinctively towards businesses they know and trust. And, the key to creating trust is to demonstrate sincere empathy and concern for your clientele, both existing and prospective.
Earning the confidence of your client as a business involves the subtle art of how you present yourself.
In doing so, you must show your potential customers that you understand their problems and needs.
Only when they are sure that there is something for them in what you have to say, will they explore your offer.
Creating a buyer persona, and using them consistently to steer your marketing strategy, will help in keeping you focused on your customer's needs. It also ensures that marketing, sales, product development, and customer support all have the same view of your ideal customer.
Below are a few examples of using buyer’s persona at different stages from production to sales.
It's pretty straightforward to see why a buyer persona is relevant for big businesses with more employees. Larger companies have bigger marketing budgets and can spend more time and resources narrowing down their target market.
A solopreneur or a small business may say “we know our clients, why should we waste time and money?” Regardless of your marketing budget, finding your target audience will have a tremendous impact on your marketing ROI.
For instance, a self-employed personal trainers with a website where they share tips and tricks for staying fit. So, you would need a buyer persona to narrow your focus on to customers who are more likely to opt for your services.
The buyers' persona suggests, for example, that majority of your clients are young girls in their early 20s. So, you want to target this audience. You would likely edit the copy of your website, optimize your Instagram, and choose blog topics and posts that relate to the problems and solutions of young girls in their early 20s, your prime target audience.
Buyers persona includes a mix of internal and external research, but you don't have to do it all at once. Starting small and letting your client base grow over time is a decent marketing strategy for beginners.
Choose one type of target audience and develop an identity based on what you already know, then create a inbound marketing strategy and keep improving it with research.
The easiest way to get started is to build a list of questions you will use to interview your team members.
Below is a list of some popular questions which will help you get started.
You'll be able to develop your first buyer’s persona after you've done your research on the lines. Try to create a single page document or slide for each buyer's persona. This way, you can quickly pull it up or print it out and use it as a reference.
When you get your first target customer, you must work to improve it by talking to clients and asking them to complete surveys. Buyer personas should not be fixed documents; they must evolve as you learn about new personalities, preferences, and patterns of your prospects. So be patient and open to new ideas along the way.
Below are a few free buyer persona templates that will come in handy while you set out to make your first buyers person. Have a look and choose what best suits your business.
In conclusion, a buyer persona is a fictional depiction of your different customer groups that can assist you in tailoring critical aspects of your sales and support for better numbers.
Build a profile that defines:
and/or position in the procurement process of each of your customer groups. This will help establish a buyer persona for your inbound marketing strategy.
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