Buyer personas (also known as customer personas) help you take a step back and see your content strategy through the eyes of your target audience, allowing you to identify their needs, questions, fears. Essentially anything that can be useful in reaching them more effectively.
What are buyer personas?
A buyer persona is simply an archetype of your ideal client/customer/audience member (a fancy way to say ‘person like you’). It’s based on market research into who exactly makes up your target market; not just demographics like age or gender, but also things like habits, values and ways of thinking too. As well as being interesting to know for the sake of knowing. Identifying key traits specific to your audience will help you deliver the right message, at the right time, via the right channel.
According to herbs buyers, A buyer persona is a fictional character representing a group of potential customers that have been observed from the outside. But they’re not just generic characters or caricatures. Buyer personas are based on real people who have been observed and researched extensively. By really getting to know your target audience members personally. You can deliver content that resonates with them in a much more effective way than. If you don’t know anything about them beyond what’s immediately apparent when looking at their demographic data alone.
What are buyer personas?
Buyer personas assist with guaranteeing that movements of every kind engaged with securing and serving your clients are customized to the designated purchaser’s requirements.
That might seem like an easy decision, however it isn’t just about as straightforward as it sounds.
In the event that you truly focus on the manner in which organizations introduce themselves, you’ll start to see that a considerable lot of them start by discussing what they do – not, what the client needs.
This puts them at chances with the manner in which individuals decide.
While picking an item or administration, individuals normally incline toward organizations they know and trust. What’s more, the most ideal way of building trust is to show veritable arrangement and worry for the other individual – for this situation, your clients.
Acquiring trust as a business requires an unpretentious, yet significant, change in the manner by which you introduce yourself.
To start with, show your potential clients that you get them by tending to their aggravation or need – really at that time, will they be available to investigating what you have to bring to the table.
Making buyer personas, and persistently utilizing them to direct your business, can assist with keeping you fixated on the requirements of your clients.
Who should create buyer personas?
Ideally, it would be best if everyone creating content for a business could create their own buyer personas – but this is rarely practical.
However, anyone involved in creating content should at least be aware of buyer personas, and know how to refer to them when needed. Even if they don’t create them themselves. The ideal situation would be for there to be someone with the time and knowledge required. To produce well-researched buyer personas that are accurate for your business too.
So who, exactly, does need to understand buyer personas?
That depends on the scale of your company’s online marketing efforts, but here are some examples:
Bloggers or writers who have freedom over what they write about Owner/managers & copywriters for websites Internet marketers Search engine marketers Copywriters Social media marketers Content strategists Product managers
What does a buyer persona look like?
Buyer personas are typically presented as short profiles. Here’s an example of what one might look like:
Lara is 34, married with two kids aged 5 and 2, and works part-time in marketing for an online jewelry retailer. She lives just outside of London, makes frequent visits to her mum (who lives nearby), goes to the gym 3 times a week and loves yoga classes – but she hates running.
She grew up with parents who had their own business; her father was an electrician whilst her mother ran the family pub. They retired earlier this year, at which point Lara took over managing the pub after gaining experience working through her teenage years. She was working at the pub full-time when she met her husband. But after having kids she wanted to work part-time and enjoy some time with them too.
In addition to running the family business, Lara’s parents also run a successful blog about their garden. They started it shortly after moving out of London and buying a bigger house in the countryside where they could keep more plants and be completely self-sufficient when it comes to fresh produce. They have their own chickens for eggs and grow fruit trees, herbs and vegetables around the property. As well as keeping chickens and working on the garden, Lara’s mum likes painting watercolors in her spare time. Although since retiring from management of the pub she spends much less time doing that than she used to.
Lara’s father is keen on fishing, but her mum has never taken an interest in this. Although she loves watching wildlife programmed and taking nature walks when they visit family nearby in the countryside.
What can you tell from a short buyer persona like this?
Let’s look at some of the key points: Lara likes to work out 3 times a week She doesn’t enjoy running but does enjoy yoga She lives within easy travelling distance of London She’s interested in maintaining a garden Her parents run a successful blog about their garden In addition to working full-time whilst bringing up kids, [she] took over managing [her] family pub after [her] parents retired She has chickens and grows fruit trees, herbs and vegetables around her house She likes painting, but has lots less time to indulge in this since she retired
Beyond knowing these things about Lara, how can you use what you’ve learnt?
In the simplest terms possible:
By building content that appeals to characteristics of your buyer personas. For example, someone who runs a pet store will want to create content targeted at people with pets. So posts about vet advice for dogs might be a good idea. By structuring your website in a way that makes it easy for visitors to quickly understand what sort of people they’re looking at. Just by glancing around, or clicking links within text on the home page. This is known as micro-moments. When creating ads, use the age of your buyer personas (plus whatever else you know about them) to identify which specific online media they’re most likely to visit.
Knowing the characteristics of your buyer personas will help you create content designed to appeal to them. If you’re interested in finding out more about how our team can help with this, please contact us! We offer a wide range of services that are tailored around what we know about human behavior and cognition. From creating an informative website layout for visitors, getting started on social media marketing strategies or crafting copy for ads – let’s talk soon!