A buyer persona is a semi-fictional representation of your ideal customer. You can define your buyer persona using current data about customers and marketing research.
Buyer persona insight is the most important part of any online marketing strategy, especially inbound marketing, which is developed around buyer personas.
What is your online marketing goal?
- More website traffic
- Generate quality leads
- Increase engagement
Whatever your goal may be, the only way to find success is to understand who you're marketing to. Who is your target market? Who is your audience?
Without buyer personas, it's like driving without a compass, searching aimlessly for a destination you may never meet. Buyer persona insight gives you direction for your entire online marketing plan.
What type of customers do you want to work with?
Many business owners don't understand that they can actually choose, and should choose, what type of customer to work with.
Who is your ideal customer? The word ideal gives you the opportunity to enjoy working with customers and clients. An ideal customer helps your business meet your end goal.
This persona gets you the furthest the fastest, and this is determined by your organization. It could be revenue-drive, but it may not be about the money for all organizations.
When you take the time to determine your buyer personas and strategically market to them online, you can actually attract your ideal customer to your business.
No need to waste time and money doing business with customers who don't value your work or aren't willing to pay. You no longer have to work with frustrating customers with contrary values and/or strengths.
- Branding will help your organization determine a mission and value statements that will tell others who you are, naturally attracting customers with similar values.
- Then, using inbound marketing tactics like blogging, social media posting, and email marketing will address your buyer persona's pain points and questions in relation to your industry, product, or service.
Pinpoint the pain point
Think of your ideal customer:
- What are their every day challenges?
- Are they the decision maker? If not, can they influence the decision maker?
- What are their demographics? Strengths?
- How can you solve their problem or pain point?
- What questions do they have in relation to your industry, product, or service
- Where they go for information?
- Which social platforms they use?
Answering these questions will help you define your buyer personas.