24% of businesses generated more leads and 36% shortened their sales cycles using buyer personas. One of the most effective ways to produce a strategic marketing campaign that provides meaningful results is to truly understand who your customers are, where they can be found, and what they need from you. This is where buyer personas come in.
So, let’s take a look at what a buyer persona is, why you should be using them, and how to create one.
A buyer persona is a representation of your ideal customer. The details of this semi-fictional character typically include demographics, challenges, goals, purchasing habits, online behaviour, and even hobbies and personal interests. However this can differ slightly depending on your industry and whether you're a B2B or B2C business.
The persona is built based on market research and real data about your existing customers. It's there to create a clear picture of who you are trying to reach, so you’re not relying on broad assumptions that may not provide the most tangible results.
It may look something like this:
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Now you know what a buyer persona is, here’s why they’re important:
Targeting the right people is a fundamental element of any marketing campaign. If you don't have a clear understanding of who is most likely going to be interested in your product or service, you may waste resources on putting your message in front of people who are unlikely to convert. By using the guidelines of a buyer persona, you can target the people who matter most.
Buyer personas help you tailor your content so you can make the most out of your marketing efforts. Personas will guide which digital marketing channels you should use and ensure the content you put out resonates with your audience.
Having a clear target customer means graphic designers, content writers, paid advertisers, and SEOs are all on the same page about who the content is aimed at and how to communicate your message in the most worthwhile way. It also makes it easier for any external marketing agencies or freelancers to access the information they need to produce more efficacious campaigns.
By increasing efficiency across teams and having a more tailored and effective marketing campaign, you can prioritise your resources and increase the likelihood of conversions, ultimately boosting your ROI.
Buyer personas are informed by data and there are a few ways you can acquire the necessary information to create your ideal customer’s identity:
Once you have all the information you need to build your persona, you need to finalise your semi-fictional character. It’s best to put this in one clear document that everyone in your organisation, as well as any external agencies or freelancers, can access. You can use a simple Word document or a template - whatever works best for you.
Buyer personas should be revisited regularly to ensure they continue to align with new insights, market changes, and ever-evolving user behaviour.
Having a clear picture of your ideal customer allows you to connect with your audience in an effective and meaningful way. By taking the time to research your target audience and build an accurate persona, you can refine your marketing efforts to drive stronger results.
If you’d like expert help finding your ideal customer or building an accurate buyer persona, then get in touch with us today.
