A buyer persona is a representation of one type of buyer of your products. You create personas by listing all of your knowledge and assumptions about a customer: Who they are, where they work, and what their key business problems are. By planning your marketing efforts with one of these personas in mind, you can ensure your communication is aligned with your clients’ needs.
Why are buyer personas important?
With buyer personas, you can:
1. Accelerate Campaign Creation
All of your marketing communications are written FOR someone – but who is that person? With a well-defined buyer persona, this doesn’t have to remain a mystery. You can consult what you know and easily determine what content is relevant, which platforms matter, and what tone you need.
2. Improve Marketing ROI
Measuring marketing campaigns based on their effectiveness with particular buyer personas can give you insights to optimize your campaign. You may discover that your message resonates with a smaller segment of your audience, allowing you to specialize and improve your campaign’s accuracy.
3. Enable Customer Feedback
You know you should collect customer feedback, but how do you apply it? Long story short, this feedback validates or challenges the assumptions in your buyer personas. As you collect more reviews, testimonials, and surveys, you get a clearer picture of your audiences.
4. Keep Your Team Focused
Buyer personas represent a real person. They have a real problem in the real world. This helps to counteract the creative drift that can happen when teams don’t have direct contact with the end client on a regular basis. It also helps “reality check” investments and ideas.
5. Discover New Opportunities
Buyer personas evolve over time. Clients’ needs change and their preferences shift. Your buyer personas serve as a baseline so you can recognize these changes and respond accordingly. As you update personas, you may discover you need more products, services, or communication.
Buyer personas are a foundational part of your marketing vision. Without them, your marketing results will never be truly consistent. With them, you have a North Star to guide your efforts.
The experts at Amplify know how to develop buyer personas and align your digital marketing strategy. Learn about our digital marketing guidance.