Creating your personas require a mix of real-life data from existing customers and market research to tell a detailed story of your customers buying journey and buying decisions. It’s not just about creating profiles of your buyers, it’s about truly understanding who your customers are, and the pain points that drive them to decisions.
So, now that you understand the definition of a buyer persona, let’s discuss why they matter.
A buyer persona provide invaluable insight to your company, and are more important than ever in this fiercely competitive digital day and age. Here are some of the reasons why:
They Help You Understand Your Target Buyer
When you deep-dive into your existing customer data and perform research into who your ideal targer buyer should be, it will help you identify who they actually are. Knowing this information will allow you to streamline your marketing campaigns, product or services development, and maximize the effectiveness of your efforts.
They Help Evolve Your Sales & Marketing Strategies
Buying behaviours of customers can be difficult to understand, and to keep up with. When your research is done correctly, you’ll gain greater insight into buyer motivations and buyer behaviours: what drives them to make the purchasing decisions they do? Do factors like location, seasonality, or something like “environmental impact” play a role in motivating your customers?
By truly understanding the dynamics of your buyers and current buying trends, you’ll be able to make necessary changes to keep up with the habits of your customers, and keep your sales and marketing strategies as effective as possible.
They Help Discover Buyer Motivations and Goals
The true motivation for buyer behaviour is to accomplish some sort of a goal. This goal may relate to something personal, or something professional, but it ultimately is the reason for a buyer to make a purchasing decision. When you understand what this goal could be, you can then make the efforts to help them achieve that goal.
They Help Performance Results
The more targeted that your sales and marketing strategies are, the more positive your results will be. Understanding buyer personas means to understand your customers, which will lead you to a place of strong customer focus. Would you rather buy from a company who knows about you and cares about your satisfaction, or a company who doesn’t seem to care about your business and what your goals are? Exactly. Running a customer-centric company will help to improve the happiness of your customers…and your performance results.
In summary, buyer personas are an important way for you to understand your current customers, research and advertise to your future customers, and tailor your sales and marketing campaigns to appeal to the exact group you want to appeal to.
It’s not difficult to create a persona, it just requires research and thought. Our posts this month will help you to understand how to do this research effectively, how to build your personas, and how to market to them directly. Keep an eye on the blog for these updates and learn how to start building your target audience!
For more information on how to create buyer personas, download our latest free guide!
