To be a successful marketer, you’ve got to know your customer
Marketing can’t be based on guesswork. You need to define your buyer personas to better understand who your ideal customers are, what they value, what their pain points are and what it takes to motivate them. By identifying the customer personas you can tailor your marketing efforts. It also helps you connect with customers in more meaningful ways so as to derive real value.
When you know who is at the other end of the transaction, you can use that insight to influence their decision-making. However, to know your customer well a comprehensive brand strategy is needed. A strategy that takes real data into consideration and marries it to your company goals, ending with clear buyer personas.
Through this blog, I will explain what a customer persona is and why it’s important for your company. Firstly, let’s define a buyer persona.
What is a buyer persona?
A buyer persona is a semi-fictional detailed description or profile of your ideal customer. It is based on real data and market research about your existing customers. It may include information on everything from where they live and work, to how much money they make or what their hobbies are. This profile is presented in a manner that it makes it look like a real person.
Personas are not specific individuals, but must exemplify the main problems, fears, and ambitions of your target audience. By outlining your personas, you can better deliver value. This helps you understand and relate to the audience you want to market your products, services, or content to.
Why are buyer personas so important?
Does your business need buyer personas? The answer is yes! Why? Because you cannot create experiences which directly relate to your ideal customer, if you don’t know who he/she is.
Buyer personas are very useful tools to help you understand your customers and prospects better. They include what influences your customers and motivates their purchase decisions. It’s crucial to develop detailed personas for your business if you want to get a full understanding of what makes your customers tick. Otherwise, you are only using guesswork and that guesswork may not pay off.
Let’s look at the five reasons why buyer personas are more important than ever:
1. Redefine marketing and sales strategies to evolve with buyer habits
There are numerous reasons why a person chooses a particular brand, service, product, or idea when making a purchase decision. You need to continually research these reasons and understand qualitative as well as quantitative aspects of buyer behavior. This allows you to revamp the personas to match with their current buying trends. You can then tweak your sales strategies accordingly, which helps you to keep pace with the ebb and flow of constantly evolving buyer habits.
2. Enable identification of the Target Audience
Knowing and identifying your target audience allow you to streamline your marketing campaigns in a way that maximizes the effectiveness of your efforts. When you know who your customers are, what their specific needs, concerns or pain points are, you can personalize the content, product development, messaging, and service in a manner that speaks to them. It’s only when people relate to your message that they gain awareness about your products and services, taking them one step closer to buying from you.
3. Result in generating better quality sales leads
By understanding your ideal customer’s interests, the content they prefer, and where they go to find it, you can create the marketing materials which cater to the right people, at the right time, and the right place. This can help you build better lead nurturing programs targeting various personas. Good lead nurturing enables you to stay at the forefront of your client’s and prospect’s minds. This gives you an opportunity to target customers more effectively and generate better quality leads.
4. Generate more leads
It’s the foremost goal of any marketing strategy to generate more business leads. The greater the number of leads, the higher the chances of those leads becoming customers. While many strategies can help in generating leads, these plans can only be successful when companies understand their customers. You can create buyer personas to get a comprehensive picture of your buyers. By interviewing customers or researching their buying patterns, you can predict what they want to see and cater to that. This, in turn, will continue to attract more customers and generate more leads.
5. Strategically create new products and services
When your business creates new services or develops new products, you do so to drive customer satisfaction. If your offerings are not attractive enough to the customers, then how will you drive revenues? Buyer personas are a must to predict with accuracy if your products and services will be successful. So when your company decides to create new products or services, they must be backed by data and research, which is precisely how buyer personas are created.
How to use personas in your marketing
By developing personas you can create relevant content and messaging which appeals to your specific target audience, instead of the crowd. This enables you to personalize your marketing efforts for different audience segments.
For instance, instead of sending a standard email to everyone in your mailing list you can segment the list via your buyer persona and tailor your messaging accordingly on the basis of what you know about those personas.
You can use personas in every sphere of your marketing, from email to website content to social media ads. And as you are aware of your ideal customer, you’ll know what messaging will better resonate with them.
Usually, a glass door exists between you and your customers. A well-crafted persona will help you open this glass door by allowing you to see the complete picture of your buyers.
You need to keep customer personas at the heart of your company’s marketing strategy. Take time and effort to develop your personas. And once you establish your personas, angle everything about your marketing towards it.
As buyer personas represent your target audience they can help you adapt key aspects of your sales and support for greater success. This will help you launch campaigns and create content that will not only sing to your audience, but also help your business grow.
Can you think of any other ways in which buyer personas can be of significance to your business? Comment and let us know. We would love to hear your views.
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