A buyer persona, as most of us know, is very important for a company when it comes to narrowing down the target audience and getting a deeper understanding of what your audience is looking for.
A buyer persona will help you connect with your customers. Your company USPs matter the most when it comes to sales and a little less when it comes to inbound marketing. Now, to create content and write articles, infographics, newsletters etc. you would need to have a buyer persona in hand.
When you create a detailed buyer persona, you get to know a buyer inside out right from his preferences to his challenges. The next thing that you should be doing after creating a buyer persona is strategizing your content marketing plan in a way that your content reflects your understanding about the pain points of the audience you are targeting.
And for any type of company, there won’t be just one person you would be targeting as a buyer – a single industry caters to more than one type of buyer. A web development company, for example, would target different buyers like creative directors, designers, account managers, project managers, CEOs of the design company etc.
Are you targeting a group or are you targeting a person?
As obvious as it is, we all know that each and every customer has a preference that is both unique and different from the preferences of other customers. And when it comes to owning a huge amount of data, it is impossible to figure out a marketing strategy for every customer individually.
Hence, it is mandatory that you do customer segmentation after extracting meaningful insights from the customer data that you have collected. And customer segmentation should be based on this:
The psychographics include activities, attitude, personality and values of an individual user.
User behavior is detected by benefits, usage rate, preferences of a user and this can be detected through various user behavior tracking tools.
The geographics of an individual user comprises of his location locally, regionally, nationally and internationally.
The mandatory steps that you need to take before creating a buyer persona:
Suppose you own a Web development outsourcing firm that caters to design and digital agencies. In such a case, you would be targeting creative directors, account managers, project managers and CEOs. So what you ought to do is create a separate buyer persona for each of them – Creative Director: Jason, Project Manager: Harry, Account Manager: Alice and CEO: Kate.
Now if you intend to get projects from the agency Jason works for, this is how his buyer persona i.e. the buyer persona of a creative director should look like:
Build an empathetic relationship with your customers by analyzing their behavior on your website and getting to know their preferences by thoroughly analyzing the collected customer data.
Creating a detailed buyer persona would eventually boost your ROI through clear marketing strategies and sales pitches that are targeted towards the needs of the audience. However, a buyer persona won’t remain the same as time passes by and new technologies and trends come up. And that is why it is necessary to stay updated with the latest trends.
Roland G. Cardoza