Effective Marketing Strategy Starts With Buyer Personas: How to Develop Yours
Buyer personas are in-depth profiles of the ideal customer that we would like to work with. Included in a buyer persona are all of the details of that person’s personal and professional life that would bring them to the point where they would need your product or service. Often times, buyer personas are written into stories or bios about your ideal client.
Buyer Persona Example
Here is an example of a well thought out buyer persona. Marketing Mary needs support in her day-to-day marketing activities and needs a trusted partner to help her achieve her web traffic and lead generation goals. You know her challenges, where she finds information and resources and what her goals are. Now you can position your messaging to reach her exactly in the moment she is looking for help.
Why Are Buyer Personas Effective?
Communicating the right message at the right time is key to attracting qualified clients and reducing wasted marketing dollars. With a little planning and strategy, you will attract buyer-ready clients as opposed to sending out mass communications and hoping something will resonate.
Going through the buyer persona process will help your organization deeply understand your customer and more importantly, where you can reach them. For example, if you are targeting generation Z you would target apps like Snapchat or Instagramwhereass the millenials may still be on facebook.
How to Develop a Buyer Persona
There is a journey a buyer takes to reach your business and decided to work with you. By asking thorough questions about that journey and about the individual you will come to a profile of the buyer you are targeting.
Here are some questions consider:
- Begin by taking a look your existing client base. How did they find you, qualify you and eventually choose to do businesses with you? These questions will help you determine the type of client that is seeking your product or service, where they can be reached and what they found valuable about your offering.
- What are the family and personal life traits that your ideal buyer would possess? (Think education level, marital status, age, income level, geographic location)
- Evaluate the industry your client is in. Are there trends you can identify? What are the challenges?
- Consider their profession. What is their role, their daily tasks, how is their team structured?
- What are their daily job requirements, who do they report to and how would your product or service make their daily tasks easier or solve their problems?
HubSpot offers a comprehensive list of the types of questions you can ask to develop your personas. Tackle these questions and you will find a much clearer picture of your ideal client(s).
Gathering Buyer Persona Data
Some of the information you will need to create a buyer persona is not easy to come by. Tap into your existing client base to see what you can glean from their behavior. Interview clients and potential clients to determine their goals and the process they go through to choose a product or service. If you are just starting out with buyer personas, you will have to make a few assumptions to create the profile. That is okay; adjust the persona as you learn more.
Now you know the why and the how it is time to craft your own buyer personas. You may have several personas based on different target audiences, services or interests. Understanding your clients from this level will help you devise a marketing strategy that is focused and targeted exactly to them resulting in a higher return on your marketing investment.
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