5 Good Reasons to Develop Buyer Personas:
A buyer persona is a representation of a real person who uses your company’s products or services. The persona is a document, usually one or 2 pages, that describes a type of customer or market segment. Single Sally, Mommy Blogger Megan, Grandpa Greg are all different personas who represent current or potential customers. The more you know about your clients’ habits, interests, behaviors, likes and dislikes, the better you will be able to align your marketing messages to create meaningful relationships with long term and loyal customers.
Here are 5 good reasons to develop buyer personas:
- One size does NOT fit all. If your customer base is broad and spans multiple generations or industry types, you’ll want to craft different marketing messages to work with different mediums. If one segment of your market is young millennials and another is baby boomers with no kids at home, your marketing message and your media will need to adapt. You’ll want to do some discovery to understand: Where and how do they gather information? Do they watch TV? If so, what programs? Do they still read a newspaper? How active are they on social media and on what platforms? Do they work out? Do they dine out? Do they use credit cards or pay cash? The more you know, the better you can tailor your marketing to these different groups.
- You might be out of touch. Consumer behavior, trends and expectations are constantly evolving. Marketers who do not keep up with these changes often discover that they have lost touch with their customers. You may have the best product on the market, but if you don’t understand what motivates and moves your customers, they may choose to do business with another company that they feel more connected with, even if the product is inferior.
- Your competition is developing their buyer personas right now. Your competition is working harder and faster than you are to understand what is important to customers. They might do a terrific job of telling their company and product stories to their customers - and also to yours – in a way that educates, entertains and emotes. The company that figures out the best way to build an emotional connection with customers wins.
- You already know a lot about your customers. If you have a CRM or database, then you already have some basic knowledge such as job titles, size of company, industry segment etc. That information can be a good first step in creating your personas. Your sales team is a terrific source of additional information as they likely have strong relationships with some of your key clients and would be able to share some insight.
- Buyer or User Personas can be used by many different areas of your business. Once you have your personas in place, be sure to share them! Do you need to update your website? Your personas will help your website team understand what’s important to the users. Are you hoping to launch a new product? Clearly defined personas can lead your team to new solutions that may be lacking in your marketplace. Do you need to do more email or social media marketing? Your personas will help you create more customized content, offers and calls to action. If your customer or prospect sees a relevant piece of content that seems to be customized to them on a platform they use regularly, you’ll make a better and deeper connection.
A well know quote from Maya Angelou says: “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Creating a series of well defined buyer personas will allow you to develop customized marketing content that will connect with your buyers on a more personal level. They will feel like you understand them and their needs – because you do.
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