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THE IMPORTANCE OF BUYER PERSONAS

Nick Anscombe | 31 January 2018 | 13:42

In a digital world where time is scarce and the time to catch a potential prospect’s attention is minimal, you need to really be honing in on your buyer personas.

But first off, it’s important to actually define what a buyer persona is.

It goes a lot further than just knowing you’re targeting say, solicitors. You need to be understanding exactly how this person thinks, and how they would respond to different communications.

It’s basically knowing the buyer journey your prospects would take and respond well to, and that is why they are so important.

“Buyer personas are fictional, generalized representations of your ideal customers”.


“Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention.”

Creating strong, detailed buyer personas are key for both sales and marketing teams alike. It’s key to reach your prospect at different touch points and ensure that their buyer journey end-to-end is tailored to their lifestyle.

But how do you create buyer personas for your company?

 

Define who you are targeting

It’s so important to take a look at the product or service you are offering and looking at who your ideal customer is.

Think about what it is that you’re offering. You need to be remembering to take a consultative sales approach and always find the solution to their problem.

So it could be you’re targeting an agency who are struggling with their lead generation. Who do you need to target within this agency- remember you’re never targeting just one person. Then focus on your solution to their problem.

 

Do your research

Rather than just drawing demographics out of thin air, actually sit down and think how you can get accurate information.

It may be worth interviewing your potential buyers with specific questions that you need to know the answers to.

As well as that, it is good to check out your competitors to see how they’re engaging with people. Use this as an inspiration to make your buyer journeys even better.

 

Identify customers you don’t want

Obviously you’re going to want as many customers as possible, but targeting the wrong people is just a waste of time and money.

So as well as creating your ideal customers with buyer personas, it’s worth creating a representation of who you don’t want to target. It’ll make it easier when planning your strategies. Having clarity is vital.

 

Use templates

There are so many useful tools online that can help you build your buyer personas.

Begin with a template to build up your personas and make them available for all of the team to see and engage with.

Start off with this template, but have a look online and there may be other resources that can help you specifically.

 

Communicate

Creating in-depth buyer personas is all very well, but if you don’t communicate the information across your sales, marketing and retention teams, then there’s no point.

Everyone needs to be on board with same messaging and style so as to create an even smoother buyer journey and in turn have more clients.

 

Use your buyer personas!

It can be so easy to spend loads of time building your perfect customer and planning out the most effective journey. But if you don’t actually incorporate this into your strategies, then what’s the point?

Think about your potential prospects when working on your content marketing, your social media, email marketing and every communication you could possibly have.

Weave it in to your overall strategy, then everything else will fall into place.

Remember, buyer personas are imperative to having accurate audience insights.

If you need help in understanding how you can better target your prospects and in turn increase your inbound sales pipeline then please send us an email to grow@bbdboom.com. We look forward to helping you!

If you’d like more information about how you can convert and manage leads effectively, click below to check out our latest eBook, designed to help you think about your lead process.

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