Understanding Buyer Personas and Why You Need Them for Marketing
The most fundamental of any marketing effort is understanding the audience you’re targeting, otherwise known as your target audience. Most small businesses have a fairly good grasp of who their target audience is. Some have taken the effort of diving deeper and describing their ideal client. To get the most out of your marketing efforts, it’s a good idea to create buyer personas so you know how to effectively craft your marketing message to different individuals. Understanding buyer personas and why you need them for marketing can help elevate your overall buying efforts.
What is a buyer persona?
A buyer persona is a generalized representation of your client that accounts for the demographics, behaviors, goals, motivators, and challenges they are facing. Buyer personas provide structure and context for your small business to better understand the needs of individual customers. By creating buyer personas, you will be able to attract the most valuable visitors, leads, and customers to your business. In other words, buyer personas help you understand your customers and prospective customers better, which makes it easier for you to tailor your content, messaging, product development, and services to meet the specific needs, behaviors, and concerns of the members of your target audience. Since different groups of people may buy your products for different reasons, you might need to create more than one buyer persona. You can’t get to know every customer or prospect individually. But you can create a customer persona to represent each segment of your customer base.