In order to generate high-quality and relevant leads, it is crucial that you have an intimate understanding of the backgrounds, preferences and behaviours of your target audiences. Buyer personas allow you to do just that, so that you can reach out to and communicate with potential customers in a way which appeals to them – on a personal level.
Buyer personas are an integral component within any successful marketing campaign, because they ensure that your campaigns are delivered to the right people, at the right time, and in the right place. Not only will you be making the most of your investment, but you’ll also be improving your online traffic, conversion rates, ROI as well as the amount of revenue and profits your business brings in.
Generating enough leads is an ongoing challenge for any business, and buyer personas are an effective way for you to generate a consistent and reliable stream of leads. There are a number of advantages associated with buyer personas, which is why it is always recommended that you incorporate them into your business strategy.
What is a Buyer Persona?
Essentially, a buyer persona is a generalised representation of your ideal customer. It is a detailed portrait of the type of people who will be interested in your product/service, made up of various pieces of information such as their age, gender, location, education, profession, interests and hobbies. We’re living in a digital era, and vast amounts of data such as this are constantly being generated and uploaded online.
The Internet can be an incredibly valuable resource to those businesses who know how to use it to their advantage, because it can be used to extract easily accessible, public and extensive personal information about your customers. Building an accurate buyer persona has never been easier, which is something you should definitely take advantage of. Marketing campaigns are expensive processes, and they require a great deal of time, personnel and funding. Once you have created a buyer persona you can use it to deliver targeted and direct campaigns which make the most of your investment.
Why Are They Effective?
When you launch a marketing campaign without first understanding which customers you want to be communicating with, then it’s likely that a considerable percentage of your advertising efforts will reach consumers who aren’t actually interested in or in need of your products/services. Ultimately, this means that you won’t be receiving a sufficient return for your investment because your marketing campaigns aren’t bringing enough customers your way.
With a buyer persona, however, you know from the outset which customers you want to be reaching out to and where you’ll be able to find them. By applying this information, you can create a tailored and personalised marketing campaign which will be delivered only to those customers who align with your buyer personas.
You’re therefore going to receive a greatly enhanced return for your investment, and one which will bring increased profits and revenue your way. With the passage of time, you can continue honing and perfecting your buyer personas with information you have collected about your past, current and prospective customers, so that you are constantly improving and strengthening the impact of your marketing campaigns.
How is a Buyer Persona Built?
Your buyer persona will be informed by a number of different factors. First and foremost, you’ll need to research comparable products/services from other brands and see which demographics their marketing campaigns are directed to.
You should also extract information regarding your previous and existing buyer’s, and analyse it so that you can identify any recurring patterns and characteristics. Another useful idea would be to look at your followings on social media, visitors to your websites as well as subscribers to your mailing lists, and find any common attributes which exist there as well.
Once you have a list of these characteristics and attributes, you can bring them together in order to create a buyer persona that you can speak to and communicate with. Depending on the product/service you sell, you may need to create multiple personas for different sets of characteristics. Regardless of how many personas you make, the idea is that they should be detailed enough that they represent a unique individual, and your marketing campaigns should be created in such a way that they are having a real conversation with this ‘actual’ person.
Connecting With Your Customers
Before purchasing a product/service, the vast majority of consumers use the Internet to inform their decision. When they’re deciding whether or not they want to use your business, they will probably look through your social media pages, your official website, or any other online platform you have in order to learn more about you and what you have to offer.
In the 21st century, customers are more empowered than ever because they are choosing how they will engage and interact with your brand, and it is important that you understand what your customer’s expectations and needs are so that when they first reach out to your brand they find exactly what they’re looking for. You can build a strong understanding of these unique customer insights through a buyer persona.
We’re living in a time which is defined by instant communications, and customer’s expectations and needs have changed accordingly. When a customer looks up your business online, they want to be informed, educated and communicated with. First and foremost, you have to anticipate what your customers will want to see when they visit your online platforms, so that you can demonstrate that you’re an expert in your industry and that you’re the solution they’ve been looking for.
When you do this, you’re not only building customer confidence in your business but you’re also forging a long-term and meaningful relationship with them. When customers feel that you understand their expectations and needs, they’ll trust your business’ core message and purpose and ultimately decide to purchase your products/services.
Creating Campaigns That Deliver
By creating a buyer persona, you can ensure that you are applying your customer insights and marketing research in the most effective way possible. A buyer persona will enable you to construct a marketing campaign which really engages with your customers and demonstrates your intimate understanding of their needs and expectations.
Backed by a buyer persona, your campaigns will speak to your customers in a voice and language that they recognise, which means that they are more likely to listen and take action. It’s an incredibly intelligent and smart tactic, and one which will ensure that your campaigns deliver exactly what you want them to, and elevate them to a completely different level.