A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
Why Do We Need Buyer Personas?
They allow us to get into the shoes of our target audience. Once we understand how our prospective customers interact with our marketing and sales output, we can tailor our messaging and delivery platforms for audience acquisition, increased engagement and ultimately sales.
Creating a buyer persona should be the first step in establishing your marketing strategy. When you understand your audience you can make strategic decisions such as:
Reallocate your ad spend
Be where your audience are
Tailor your tone-of-voice
Combine qualitative and quantitative data
Create content with specific personas in mind
Create negative personas to save on marketing spend
Personalise messaging for more resonance
Address the personal and business challenges of the decision maker/group
Identifying Key Personas
3 to 5 personas is ideal, anything more becomes complicated. Remember you are aiming to place individuals into generalised groups based on their similarities.
How Do We Decide On Our Personas?
Answer these questions:
Which customer types make up your main revenue streams?
What do you want each group to do?
Are there unique factors which create a natural Buyer Persona?