In order to become a successful business, you really need to know who your buyers are and who the target audience is. This will help with the creation and updating of your digital marketing strategy.
What Is a Buyer Persona?
The buyer persona is a description of your ideal buyer, your target. Even if you feel that you know who your buyers are, you can always dig deeper and create fully realized personas of the mythical perfect customer. The best personas will include a wide range of different information that includes simple demographic data, career information, family life and size, and even hobbies. You should also know their fears, wants, and their pain points. The pain points are the areas of their life that need some help and that could be remedied by the product or service you offer. The pain points could be personal, career related, and more. The buyer persona is a character sketch essentially.
Who Are Your Targets?
Depending on your company, you may have just a single target or several ideal targets. Most companies will have a number of targets, all of which are slightly different from one another and that want and need different things. In those cases, you will create several different buyer personas, and you will tailor marketing campaigns aimed at those niches.
To find your target and to fill out all of the information needed for the buyer persona, you will need to do a bit of research. Who are they and what do they do? What is their education level? Where do they live? Which social networks do they tend to use? Are they using YouTube to watch videos, or do they prefer to read blog posts and in depth articles? There is no element of information that’s too small to include in your buyer personas.
You can get this information by posting surveys, sending out questionnaires, conducting market research, checking the analytics of your website and social media pages, and applying your knowledge of current and past customers. It can take some time to create these personas, but it is well worth it. Keep in mind that as your company evolves and grows, you may need to revisit some of these in the future, just so you can make sure you are still relevant to your customers.
Once you have your persona templates in place, you can then create digital marketing plans that apply to each of them. Since digital marketing is cost effective and relatively easy, it should not be overly difficult to create a plan that will work with your different buyer personas. See how well the plans work, and adapt them if needed.
Companies that have not yet adopted the idea of creating buyer personas are missing out on all of the valuable information it can offer. If you want to improve your overall marketing, this is one of the top ways to do it. Start developing your buyer personas today, and watch as your marketing “magically” becomes more effective for you.