buyer personas: what they are and why your business needs them
TRANSCRIPT
Why Your Business Needs Buyer PersonasCreating content that humanizes your brand and
helps your business better relate to your leads and
customers is critical to success. But to know how to
create the content that speaks to your target
audience, first you to have to understand who they
are and what makes them tick. This is where buyer
personas come in.
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What is a Buyer Persona?
Isn’t it easier to create a great product or piece of content when you know the needs,
behaviors, and taste of the people you’re creating it for? That’s exactly how buyer personas
help your business.
Buyer personas are generalized representations of your ideal customers that offer your
business a comprehensive image of exactly who you are trying to target with your efforts.
Buyer personas are beneficial to every part of your business, from product development to
marketing and sales, because they help you create and position your products or content to
better attract potential customers.
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How Do I Create Buyer Personas?Buyer personas are created by researching, surveying, and interviewing a mix of people
relevant to your business, including customers, prospects, and target audience members
outside of your contacts database. You’re looking to discover such information as:
Who they are, including job title, seniority, skills, and education level
What challenges they’re facing and what motivated them to choose your solution
Shopping preferences, including how they research a product or service, where they shop,
and what influences their purchasing decision
Their goals for using your product or service
What they like and dislike about your product or service
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How Do I Create Buyer Personas?Asking these questions will help you better understand the goals and motivations driving
your customers’ and potential customers’ purchasing decisions so you can create the
content that will guide them to choose your solution. From the data you compile through
your surveys and interviews, you’ll discover trends and similarities that will help you create a
comprehensive image of your target customer that you can use for future content and
product creation and promotion efforts. We recommend using this HubSpot template to
create your own thorough buyer personas.
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Exactly How Can I Use My Buyer Personas?
Below, we’ve compiled a list of ways your business can use your buyer personas to
increase the effectiveness of your marketing efforts.
Create blog posts, eBooks, whitepapers and other content with each specific buyer
persona in mind.
Segment personas into lists for more personalized content marketing efforts.
Create “negative personas” to identify exactly who you don’t want to target.
Audit existing content to ensure its relevancy to your personas.
Identify the websites and social networks your personas are using most for future
advertising efforts.
Cater your sales process to accommodate the way your personas make purchasing
decisions.
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Website: www.sevenatoms.com | Phone: 415.513.0435 | Email: [email protected]
Looking for more information on buyer personas? Make sure to check out our post to
ensure that your business isn’t targeting the wrong one.
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