September 6, 2023

Why Your Business Needs Buyer Personas to Succeed

by marc

Staying ahead of your competition means understanding your customer better than anyone else does! 

Whether you’re a small business (SMBs) or a solopreneur, that understanding translates into actionable strategies and impactful campaigns. 

And the tool you need is the Buyer Persona

What exactly is a Buyer Persona and why is it so important for targeted marketing efforts? 

This short article will give you a brief overview and put you on the right path to adopt a more customer-centric approach that delivers results. So let’s dive in.

What is a Buyer Persona?

A buyer persona, also called a customer avatar, is a representation of an ideal customer.

In other words, it’s a fictional person, based on common attributes of your clientele that synthesize (or stereotype) one specific type of customer.

Buyer personas are a well-known tool used by marketers for years. With the rise of digital marketing and social media, they have regained in popularity because they are really useful for creating targeted content (content marketing) or to run ads.

This is because they provide a deeper understanding to whom the content or advertising should be directed.

The components of a Buyer Persona

Creating a customer avatar is all about finding the common denominators for a certain type of client.

Although the data for one ideal customer is the same, a company can have different types of customers (or avatars) for the same product. Think of it as different customer segments.

Thus, depending on the size of your company and markets, several buyer personas will be created. Each in the form of a separate profile consisting of the following main topics:

  • Sociodemographic aspects such as age, gender, profession, income, etc. 
  • Values and aspirations: what values the customer lives by and how she wants to evolve and grow?
  • Challenges and objections (pain points) address the issues that hold the customer back from buying. 
  • Sources of information are the website, magazines, blogs, conferences, opinion leaders, etc. that the customer uses throughout her purchase decision process.

Based on your particular needs, other more specific elements can be included in the design of the Buyer Persona. Buffer offers a great resource on how to create a buyer persona.

Care more!

The real strength of creating Buyer Personas for your products is that it forces you to care about your customers by researching their true needs and putting yourself in their shoes. 

In other words, it helps the company adopt a customer-centric approach.

Want to go deeper? Here a great ressource on buyer personas and the concept of human-centred design.

Once you've created the personas, it will be easier for you to create content that meets your customer's needs and addresses their challenges. 

You no longer have to hope that the content will resonate well, but you know that you're addressing a topic that's important to the target audience.

The same is true when it comes to placing ads. If you know exactly what information sources your ideal customers use, you can target ads accordingly. 

This type of information is especially helpful on the Meta advertising platform (Facebook and Instagram) because it can be used as targeting criteria.

Pro tips

Give your personas a name and add a profile picture. This will help you better connect and relate to your ideal client when using a customer avatar for any marketing activity. 

For example, when you create content, imagine yourself talking right to that person. Like you’re having a conversion.

Now the question is how do you get this information? 

A customer-centric approach means you need to listen when your customers are talking to you. For example, you can gather valuable information on social networks by starting a dialogue with your community. If that is not enough, a survey or more in depth research may be able to provide the missing information.

Now it’s your turn

Now that you've explored the ins and outs of Buyer Personas, the next step is to apply this invaluable tool to your marketing strategies. 

This isn't just another item on your to-do list; it's a pivotal shift towards a customer-centric approach that can elevate your content, sharpen your ad targeting, and improve overall engagement. 

My clients often ask me what the secret is to get more views and engagement on social media. It’s knowing what your ideal customer wants, and then providing it! 

And if you're unsure where to start or need guidance in fleshing out your personas, remember we're here to help. 

We can assist in gathering the data, crafting the profiles, and even in strategizing how to integrate them effectively into your marketing initiatives. 

Because at the end of the day, a well-defined Buyer Persona isn't just a marketing tool—it's a roadmap to your customers' hearts and minds. 

Let's navigate it together.

This text was originally written in German by the author and published in the book "Marketing Buzzwords Debunked" available on Amazon.de.

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