Inbound Marketing Strategy: What is a Buyer Persona?
by Kevin James Curran, on Apr 22, 2020 6:03:12 PM
Let me put the bottom-line up front!
If the ‘Buyer Persona’ isn't at the very heart of your inbound marketing strategy, you are doing it wrong.
Buyers Persona is the buzzword of the inbound marketing world. If you've been related to it 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!
What Is a Buyers Persona?
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:
- who are your qualified leads
- what are their likes and dislikes
- how do they spend their day
- what problems they are trying to solve
- How do they make decisions?
It is not uncommon to have multiple buyer personas for a business.
For instance, if your prospective consumer needs to get approval from others before deciding to purchase, you'll need separate buyers’ personas 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.
Why Is it Important to Know Your Buyers Persona?
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 buyer personas, and using them consistently to steer your marketing strategy, will help in keeping you focused on your customers' needs. It also ensures that marketing, sales, product development, and customer support all have the same view of your ideal customer.
How to Use a Buyers Personas in Business?
Below are a few examples of using buyer’s persona at different stages from production to sales.
- Product Development: Buyers persona can be used to build product roadmaps based on what your customers need the most.
- Marketing: Buyers Persona helps build effective marketing strategies. For instance, in content marketing, it helps in identifying focus keywords. Also, it helps in the identification and prioritization of promotional activities.
- Sales: Buyers Persona helps your sales soar and build a rapport with potential customers by highlighting the potential customers’ problems for businesses so that they can come up with the solution that sells.
- Customer Support: Buyers personas help customer support teams to be more useful in being trained on problems that customers are facing with your product and empathize with the frustration that these problems may cause to your clients. Just a little compassion can do wonders in comforting an annoyed customer.
Marketing Strategy for Small Businesses
It's pretty straightforward to see why buyer personas are 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 trainer 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.
How to Create a Buyers Persona for Business?
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.
Some Useful Buyers Persona Templates
Below are a few 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.
Health Care Network Sector – Target Audience is Working Moms
Marketing Sector – Target Audience is Marketing Managers
Lifestyle – Target Audience is Potential Pet Owners
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:
- the context
- job requirements
- key information sources
- priorities, challenges
- preferred content type
and/or position in the procurement process of each of your customer groups. This will help establish a platform and voice your inbound marketing strategy.