Knowledge is power. The more we know about potential customers, the better our marketing becomes. Learning to develop accurate buyer personas will help you to zero in on who you’re marketing too, tailoring their experience of your brand to make the absolute most out of your marketing budget.
So what is a buyer persona?
A buyer persona is a detailed and usable profile of the vk database types of customers you have. This may be job roles (Managing Directors of SMEs or Marketing Managers of logistics companies) or consumers (Serious Sally – a mid 40s working women in London) for example. They’re made up of careful customer research, real data about your customers’ lives and buying processes, online data and educated insights into your customer’s motivations, challenges and personal histories. They are more than just demographics, rather they describe the actual person (with a picture) of who you are marketing to.
What are they for?
Once defined buyer personas can make your marketing more segmented and targeted. For example:
Create different marketing messages and strategies to fit these diverse buyer personas (an FD may require a ‘save money’ message, where as a marketer may require a more creative message)
Carefully hone your content to attract and impress diverse, individual customer groups – build a more ‘personal’ relationship with your key target markets. So have a white paper or email for the buyer persona, not your whole database
Create segmented email marketing campaigns which target buyer personas
Tailor the user journeys that individual buyer personas go through on your website to ensure they get the most relevant information and the most compelling sales messages for them
Understand the different buying cycles your buyer personas go through by learning about their needs, motivations and challenges
Ready to get going? Here’s our quick guide to developing your buyer personas and getting to know your target market…