Developing a buyer persona is an essential component of successful marketing for any business. Our clients are often overwhelmed by determining their target market, nevermind pinpointing the specific individual that they are going after. When you approach marketing with this kind of laser focus it is remarkably easier to generate results. So to help you get started we have provided some ideas for generating the personas that will build your business.
Goals and Challenges
We know that your end goal is to have people to purchase your product or service. We also know that the challenge is to direct people to that product or service and create the opportunity to convert. To overcome this challenge you need to know what your customers value and, perhaps more importantly, what they do not.
Perhaps you are creating a price way with your competitors thinking that business will grow when in fact, the persona would have told you that the buyer is a quality purchaser first. These pieces of intel will guide your business process and the messaging that will drive your marketing. Start by considering what a typical “day in the life of” looks like and how your product can be instrumental in enhancing their experience. Why do people need what you are offering and why should they pick you above their other options.
Demographics
We often know more about our customers than we realize, and it takes an exercise like a buyer persona to help us pull together the make-up of the people we know are ideal clients. Consider how they spend their time, what they like to read, what kinds of products speak to them, their home life, their typical income, the style of property (maybe properties) they own, the cars they drive. Think about it all. As you consider these items a buyer persona will naturally evolve and reveal the person you want to be doing business with.
Role
Where your audience will sit in the influence and/or buying process will be a fundamental component of a great buyer persona. If the persona that you are modelling is going to be an influencer there is a responsibility to tailor content as tools. What that means is positioning your messaging in such a way that it can be viewed as helpful in the influencing process. Take the guess work out of the equation and provide actionable ideas that will help your influencer bring a buyer to the table.
If your audience is the buyer, the value proposition must be loud and clear and unwaveringly attractive. The communication style can be more direct, it can be dollars and statistics focused and it will ideally provide a narrative for business or lifestyle improvement that is too attractive to not look into.
Once you have identified the buyer persona you want to target, you can focus your time on making sure they can hear you and discover the perfect product for them. We cover these topics throughout our blogs, but if you're ready to turn this knowledge into action, start targeting the right audience with H&C Inc. Our team of marketers is looking forward to getting to know your business and developing a marketing strategy that will reach your target demography. Get started by connecting with Krystyn to learn how H&C Inc. can enhance your lead generation with comprehensive buyer personas.