If you've been around the marketing world over the past few years, you've probably heard the terms "buyer persona", "marketing persona" or "buyers persona". It's thrown around casually, as if everyone knows what it is.
The “buyer persona” is a profile that presents a clear portrait of your potential customers, literally putting a name — if not a face — to the often nebulous concept of your target audience. These personas help businesses understand and empathize with their customers so they can better acquire and serve them.
It's common to have multiple buyer personas for a business — for example, if the end user of your product needs to get approval from others before making a purchase, each individual involved in that decision is a persona distinct. They will have different criteria for evaluating your product, and you will need different strategies to meet those needs.
A marketing persona should include specific details about the fictitious customer like:
· Demographic data, such as age, gender, salary, education and family;
· Details about their profession/career
· Personal goals and values
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Why are buyer personas important?
When choosing a product or service, people naturally gravitate toward companies they know and trust. The best way to build trust is to show genuine understanding and concern for the other person — in this case, your customers.
Earning your customers' trust as a business requires a subtle, but important, shift in how you present yourself. Show your potential customers that you understand them by meeting their exact needs and wants. Indeed, creating buyer personas and using them to guide your business helps you stay focused on the needs of your customer base. This is when they will be open to exploring what you have to offer them.
By defining the needs of your ideal customers, marketing personas allow you to use your time and energy more effectively and ultimately create better products and services . They also allow you:
· To refine your advertising campaigns;
· Create optimized content such as email campaigns and blog articles;
· Improve your publications on social networks;
· To develop effective and well-aligned products according to the needs of your customers.
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