If you haven't created buyer personas for your business yet, make doing so the next thing on your to-do list. Buyer personas are fictionalized customers who represent your target audience - the people who are interested in your service or product. Businesses that use buyer personas to guide their marketing decisions do better than businesses that don't. Here are five reasons why.
Buyer personas help you refine your product.
You're not trying to sell your product or service to everyone in the world. It's better to offer a specialized product than a generic one - everybody wants to buy something that fits their situation or preferences perfectly. By defining the particular subset of people who make up your target audience, you'll get a better idea of how you should change or adjust your product to appeal to them.
Buyer personas can guide your ad, content, and website creation.
What kind of design is best for your website? How should you shape your ad campaigns? Making buyer personas can help you answer these questions. By getting into the minds of the people who want to buy your product, you'll gain insights into the most effective way to give them a great experience with your business, from viewing an advertisement all the way to making a purchase.
Buyer personas help you know where to market.
All the hard work you put into marketing won't help you unless your target audience actually sees your ads. Knowing who that target audience is helps you know where to advertise. For instance, if your ideal customers are tech-savvy young people, advertising on the internet is probably a good idea. If you're trying to sell your product to senior citizens, though, you might do better by advertising in print publications.
Buyer personas keep your marketing team on the same page.
For a team to be effective, everyone has to be working towards the same goal. Your buyer personas help you define exactly what this goal is in a way that's easy for everyone to understand. After you create good buyer personas, your team can use them as a reference point to ensure that your ads and other marketing materials are targeted at the right people.
Buyer personas help you deliver a more personalized experience.
The best way to win repeat business is to make customers feel like you care about them personally. Knowing who your customers are will help you understand what kind of service they need to feel special. You can put yourself head and shoulders above the competition by providing extra value that's meaningful to your customer base.
If you want a successful business, creating buyer personas is mandatory, and the sooner you do it, the better. From designing better marketing campaigns to keeping customers happy, using buyer personas is one thing that can improve almost every aspect of your business.