Buyer Personas: What Are They and Why Are They Important?

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    Understanding buyer personas can increase your sales.

    After all, if you know as much information as possible about your potential customers, you can create marketing campaigns that appeal to their needs. But, many businesses don't know how to create a buyer persona.

    If you make mistakes during this crucial process, you can end up marketing to the wrong group of people. This error could be costly and give an advantage to competitors.

    Fortunately, understanding and creating customer buyer personas doesn't have to be difficult. Read on for our expert tips on how to use this crucial marketing tool.

    buyer personas collection of joyful millennials

    What Are Buyer Personas?

    Sometimes called a marketing persona, this term refers to your ideal customer.

    You can find information about them by looking at data from your current customers. Some factors to consider are:

    • Age
    • Location
    • Language
    • Spending power and patterns
    • Interests
    • Challenges
    • Stage of life

    Customer personas could relate to a group within the general public, or you can also identify a Business to Business (B2B) buyer persona depending on your business type.

    Your business may require you to create multiple buyer personas. If there is a significant difference between your customers' characteristics, it makes sense to have separate personas.

    You could have multiple marketer personas broken up by business size, industry, or whatever makes sense for your business.

    Source: Xtensio

    Make a Personal Connection

    Understanding customer buyer personas allows you to empathise with your target market. This may seem an obvious thing to do, but many businesses get this step wrong.

    Instead of explaining how their services can help a customer, companies often describe what they make or provide. This doesn't give the customer a reason to buy, and a competitor can swoop in for the sale.

    Buyer persona examples could relate to a sports enthusiast. Perhaps they love watching their favourite team in high-definition.

    In this case, a television retailer business can explain how their screens have superb clarity and a great sound system.

    We love companies that connect with customers on a personal level. Why not talk about how much fun it would be to watch the games with friends and family on such a clear screen?

    This process is much more difficult if you don't know the exact customer personas you're marketing to.

    Source: Buffer

    Laser Targeted Advertising

    As a small to medium-sized enterprise, it's essential to get the maximum return on investment. Targeted advertising helps you get value for money on every marketing campaign.

    When you know who your ideal customer is, you can laser target your digital marketing strategy.

    There's no need to waste money advertising to people who are unlikely to buy from you and use your budget to connect with more profitable markets.

    Your brand awareness also naturally rises within your target market. You can quickly become more well-known to the right customers who need your service.

    Create Engaging Marketing Strategies

    Creating effective marketing strategies that deliver profitable results can be challenging. Using buyer personas is an essential tool for any successful business.

    Lift Strategies are trusted advisors to small to medium enterprises and business owners, and we can help with business strategy and persona development in addition to digital marketing campaigns.

    For a free consultation, contact Lift Strategies today.

    Owen is a business consultant with extensive experience in corporate affairs, external relations, strategy, marketing and engagement. He consults with clients to understand the challenges they face and create solutions to overcome. Owen holds an MBA, Master of Business, Bachelor of Business, Diploma of Investor Relations, and certifications in corporate innovation, digital marketing, and product management.

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