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Importance of buyer personas for your business

Buyer personas can help your business accomplish its goals in its conversions through helping you understand your target audience effectively. It offers new opportunities in your marketing strategy where you can target your audience based on shared characteristics and deliver personalized messages for each persona.

What is a buyer persona?

A buyer persona is a detailed description of someone who represents your target audience. It isn’t real because it is based on a fictional representation of someone who shares the characteristics of your ideal target audience.

When building a buyer persona, you give that fictional representation a name, details about their demographics, their interests, and behaviors as well as details about their goals and buying patterns so that you can understand your target audience more clearly.

The idea of a buyer persona is to get as close as possible to your ideal audience characteristics so that you can market to them messages that will help your business grow effectively.

Because many people are going to buy your product or service based on different reasons, you need to create several buyer personas to represent your customers in your target segment.

Reasons buyer personas are important for your business

Identify customer needs and wants

A buyer persona helps you understand your customer’s needs and wants where you can know about their problems and goals so you can base your base marketing message on guiding them toward a solution that your product or service offers.

A buyer persona can also open up an opportunity to develop new products or services because you understand your customer’s problem ,and as a result, you developed a new product or service to solve it.

A buyer persona can also help you determine the materials that you can create across your marketing channels such as social media, website, and emails.

Helps with targeted marketing

One of the major benefits of buyer personas is that they allow you to segment your marketing campaigns to suit each customer because buyer personas show the motives and reasons of your target audience when they want to get your product or service which aren’t the same for everyone.

Therefore, you will need to structure your campaign based on different buyer personas to reach all of them and create personalized marketing messages for your target audience.

Clarifies your target audience purchasing decisions process

Through developing a buyer persona, you can understand your real target audience buying behavior and the stages that they pass through until they buy your product or service.

For example, your buyer persona can help you predict how your real audience would act before making a purchase. They may search online for more information about your product or service or look through customer reviews and trusted friends for recommendations.

By understanding your customer’s purchasing decision process, you can guide them toward making a purchase. This wouldn’t have been possible without first building a buyer personas about your customers.

Helps with understanding your target audience’s behavior

A buyer persona helps you learn about how potential customers behave so you can understand how to communicate, reach, and promote your business in a way that provides mutual benefit for both your business and your target audience.

For example, if your business wants to communicate to a specific audience that uses Facebook, you have to put a strategy that reaches your target audience while delivering a message suitable for them that would persuade them towards the objective of your strategy.

You could use social media posts that highlight a solution to a problem for your target audience through catchy captions that are memorable and would leave a good impression.

Attracts leads

Buyer personas can help a business gain leads through helping you create marketing strategies, campaigns, and content for your target audience that are suitable for them.

Therefore, you get many leads such as email contact information because you are guiding your audience towards the sales funnel with the way you’re marketing your business whether through content, ad campaigns, or other marketing strategies.

Is cost effective

Buyer personas can also lead to lower costs for your business because you already have a clear representation of the interests, demographics, and behaviors of your target audience so you know how to develop marketing strategies and messages that target them the best.

You can also exclude negative personas which are fictional representations of those who don’t fit as part of your target audience. They don’t fit and would actually cause problems to your business where you would spend money but won’t get them as part of your paying customers.

So, it’s better to exclude them from your marketing strategy by not targeting them.

How to create a buyer persona?

Step one: Research data about your target audience

A buyer persona uses real data about your target audience to create personas that will help you achieve your business’s goals and objectives.

You need to get data about your target audience’s demographics, interests, and behaviors so that you can easily reach them.

Demographics include age, gender, race, educational level, and occupation of those that you want to target.

Interests and behaviors will show you what your target audience is interested in such as their hobbies and buying patterns which can further help you when creating your marketing message.

If you want to collect the data about your target audience to create buyer personas, you can get it from sources which are:

Customer surveys

You can learn a lot about your target audience through creating online surveys with questions that can show you their needs, characteristics, and challenges when they answer the surveys.

This will give you a clear perspective based on data about your target audience so you can base the buyer persona based on them.

Interviews

You can also interview your current customers so that you can create personas that will help you in further targeting your audience more effectively. You can learn a lot about how they describe your product or service and their buying behavior toward your product or service.

Interviews offer more details than surveys where you can collect a lot of information about your target audience.

Competitors’ customers

You can get an idea from researching your competitors’ customers about your target audience characteristics because you are in the same market.

Tools

You can learn a lot about your target audience through their behavior on social media where you can check which channels they use. There are two ways through tools such as Google analytics and Hootsuite.

By collecting these data on your target audience, you can create buyer personas that will further help you market your business.

Step 2: Identify customer’s challenges and goals

You need to understand your customer’s challenges so that you can create a buyer persona that can help you target your audience effectively.

So, if you have existing customers, you can engage in social listening such as monitoring mentions of your product or service on social media to know what people are thinking about your business and identify challenges that they face in general that will help you create your buyer persona.

After identifying your target audience challenges, you got to identify their goals which are things that they want to achieve. These goals may be directed to solutions that your business through their product or service offers or in some cases may be entirely unrelated.

So, it’s important to know these challenges and goals so you create buyer personas based on them to grow your business.

Step 3 : Understand how you business can help

In this step, you need to know how you can help your target audience based on the benefits your product or service offers and not their features. Benefits show the customer how the product or service will make their life easier and will make it easier to communicate to your target audience to persuade them throughout the buyer journey.

Step 4: Create your buyer personas

You can now start creating your buyer personas based on similar characteristics. Therefore, you can create many buyer personas as long as they share common characteristics and reflect your target audience.

For example, If you are in a book publishing business, you can create a buyer persona around a group of young women who work in banks and who like to read. You could have another persona created around college students who like to read. In that way, you have many different buyer personas for your target audience.

Creating a buyer persona is easy where you need to write a name of your persona, age, location, interests, and other background information.

Step 5: Use buyer persona’s to create marketing strategies

After creating a buyer persona, you can use it in your marketing strategy where you can create your messaging and tone, create engaging content for your target audience, and use it in targeting in your paid ads on social media.

All of which will help you reach your business’ goals and grow your business.

In conclusion, when you use buyer personas, you can grow your business and reach your business’s goals and objectives.This is because buyer personas have many uses such as being part of your marketing strategies that will help you reach your target audience and accomplish your business’s goals.

Osolutions

We hope you enjoy reading this guide

Importance of buyer personas for your business

What is a buyer persona?

Reasons buyer personas are important for your business

Identify customer needs and wants

Helps with targeted marketing

Learn about all the buyer personas best practices that will:

Clarifies your target audience purchasing decisions process

Helps with understanding your target audience’s behavior

Attracts leads

Is cost effective

How to create a buyer persona?

Customer surveys

Interviews

Competitors’ customers

Tools

We can create an effective buyer persona for your site just

Step 2: Identify customer’s challenges and goals

Step 3 : Understand how you business can help

Step 4: Create your buyer personas

Step 5: Use buyer persona’s to create marketing strategies

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