Creating Buyer Personas
How does creating buyer personas allow you to paint a clear image of what your target audience looks like?
How do we distinguish who our audience is? Do we go for people who are similar to ourselves or do we go for the largest category of people whom have previously bought our products? No. When considering your target audience, messaging approach and your goals and objectives, you should create buyer personas.
What is a buyer persona?
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. It allows you to monitor and reflect on your objectives, ideas and strategy to assure that you are targeting the correct individuals at the right time.
When creating your buyer persona(s), consider including customer demographics, behaviour patterns, motivations, and goals. The more detailed you are, the better. From the details you document you can then fine tune your strategy to fit a specific individual, for example, if your target audience is a mother you may choose to use a relaxed and conversational tone, your campaign will be mobile optimised to provide on the go access and use platforms such as Instagram which is used by a large group of this target audience. You may also choose to offer discounts on products you know they used often such as baby wipes or nappies or if you collect data and if you know the age of their child you can be more personalised in the promotions you offer each contact.
Buyer personas provide tremendous structure and insight for your company. A detailed buyer persona will help you determine where to focus your time, guide product development, and allows for alignment across the organisation.
As a result of using buyer personas to target your audience you will be able to attract the most valuable visitors, leads, and customers to your business, whilst always allowing your team to have a clear understanding of the tone, vision and objectives you have for contacting and communicating with your audience.
Try it out now and uncover if your strategy is suited to your target audience.
Still want to find out more about Buyer Personas? Continue reading further here to learn about the importance of buyer personas.