Buyer personas are detailed composites of target customers that allow you to understand them on a deeper and more meaningful level. More simply, they are a tool for defining the type of customer that you want and the type of customer that wants you.
Buyer personas allow a business to create a vivid picture of its ideal customers for a specific product or service. Using the Pareto rule, ideal customers are the 20% of your customers that generate 80% of your revenue. Buyer personals are the key to generating effective and high-quality lead generation strategies and creating life-long raving fan customers.
Why Buyer Personas Are Essential
Once you know what product or service you are selling, you need to know who you are selling to. Failure to clearly identify your ideal customer results in wasting time, energy and money on customers who either aren’t interested in buying what you’re selling or who won’t gain any value from it. This is where buyer personas come in.
Buyer personas provide extraordinary structure and insight for a business. They help guide product development and determine where to focus resources.
A well defined buyer persona allows you to design more effective marketing strategies so you can reach your ideal customer in the most impactful way possible. As a result, you can target people who will get the most value out of your product or service and those who will bring the most value to your business.
How To Create An Effective Buyer Persona
Having a deep understanding of your buyer persona is essential to product development and content creation and ultimately everything relating to customer acquisition and retention.
An effective and well defined buyer persona is a four-step process:
- Create A Character ― Buyer personas should look and feel like a real person. Giving them a name, putting that name to a face with a photo and including a personal motto and bio is the first step to making your persona realistic and unique.
- Define Demographics ― How you communicate with a customer will depend on their demographic. Identifying your customer’s gender, age, industry, location and income level will allow you to speak their language.
- Identify Wants & Needs ― Knowing what your ideal client aspires to achieve is key information for putting together suitable marketing content. Every problem your customer has is an opportunity for you to provide the solution.
- Identify Habits ― How does your ideal customer consume content? What devices do they use? Knowing your customer’s habits and patterns of behaviour will allow you to make more informed decisions about how to reach them.
Ultimately, the key is to know more about your ideal customer than anyone else. The more you know, the more leverage you will have and the more focused and effective your marketing efforts will be.
A buyer persona is a detailed representation of a business’ ideal customer in relation to a specific product or service. It is a tool for profiling the type of customer you want and the type of customer that wants you.
Buyer personas allow you to narrow your market and the number of suitable customers. As a result, you can appeal to an audience that truly values your product or service. The more detailed your buyer persona, the easier it will be to create content that speaks directly to them.