A buyer persona is a fictitious enactment of the ideal client /customer based on market and trend research.
Before you learn as to why a buyer persona is invaluable for your marketing strategy, we need to understand what exactly a buyer persona is.
A buyer persona is a fictitious enactment of the ideal client /customer based on market and trend research. This research can also be done on existing clients and includes customer/client demographics, behavioural patterns, motivations & goals.
The more specific the description of your persona is, the better for your campaign. It’s also important to know that companies usually have more than one buyer persona in their marketing strategy. This includes ideal and negative (the customer/client you don't want) buyer personas.
Having buyer personas provide a vast array of insights and structure for your marketing plan. Having a detailed outline of your buyer persona will help you with time management and nurturing of any lead. A buyer persona requires constant contact updates and tweaking, as it helps you set a strategy aimed at attracting the most valuable visitors, leads and customers.
Buyer personas help ensure that all activities involved in acquiring and serving your customers are tailored to the targeted buyer’s needs. Therefore, not feeding or directing your audience information that they find unrelated. That may sound like a no-brainer, but it isn’t as simple as it sounds.
When choosing a product or service, people naturally gravitate toward businesses they know and trust. And, the best way to build trust is to show genuine understanding and concern for the other person – in this case, your customers.
Gaining trust as a business requires a subtle approach. By guiding the client through the various stages of the buyer/ user journey, they will be open to exploring your services and engage with you more freely.
Sources: Hubspot; Amywright.me