Why Should I Make a Buyer Persona?
Buyer personas help you understand your customers (and prospective customers) better. Truly knowing who your customers are allows you to make specialized content, messaging, product development, and services to meet the specific needs, behaviors, and concerns of your customers. Let’s go through an example. You may know your target buyers are caregivers, but do you know what their specific needs and interests are? What is the typical background of your ideal buyer? In order to get a full understanding of what makes your best customers tick, it's critical to develop detailed personas for your business.
The weakest personas are ones that are done without talking directly to real live examples of your personas. It is imperative your buyer personas are based on market research and are gathered from your actual customer base (through surveys, interviews, etc.). Typically, most businesses only have one or two personas. Less is more here as it will allow you to stay focused in your marketing and selling efforts.
How Can Personas Be Used in Marketing?
At the most basic level, developing personas allows you to create content and messaging that appeals to your target audience. It also enables you to target or personalize your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by persona and tailor your messaging according to what you know about those different personas.
Furthermore, when combined with life-cycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content. The more targeted your content the higher the ROI, as it is more effective in reaching the right audience. This is especially important in B2B marketing.
And if you take the time to also create negative personas (who you don't want as a customer), you’ll have the added advantage of being able to segment out the “bad apples” from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-customer -- and see higher sales productivity.
Now, are you ready to learn exactly how to create your buyer personas?