What is a buyer persona?
Buyer personas are detailed descriptions of each of your target customers/audience. Based on previous customer and consumer research, each buyer persona describes a different fictional buyer who embodies the identified demographics. These are personality traits, income, relationship status, buying behaviours, and motivations of a specific segment. They help you to see your target market/audience as real people, rather than just abstract characteristics.
Why are buyer personas important?
Developing an understanding of who your customers/target audience are and how they behave is essential if you want to create content that reaches and engages this specific cohort. Without this information businesses can easily lose sight of their targets and start to focus on the wrong target audience.
How to write a successful buyer persona
Research methods are a good starting point when looking to build a buyer persona. Customer surveys and case studies can help your business get a good insight into important customer/audience characteristics like demographics and preferences.
Understanding your own products and/or services is vital before you can begin to think about who your customers might be. It is essential that you have a direct, clear idea of your business and what you can offer.
Another factor to help draw success to your buyer persona is thinking about what your desired outcome is, what action do you want your audience to take?
If you want to step up your business’s buyer personas and go that extra mile and in turn gain a competitive advantage, you should also look into gathering psychographic information. When effectively researched the psychographic data provides a good in-depth insight into why, and how certain buying choices are made.
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