What is Buyer Persona in Inbound Marketing? How to Create Detailed Buyer Personas…
The term ‘Buyer Persona’ has become popular over the past few years; however, only a few marketing professionals understand this term. A Buyer Persona represents the behaviour of the target customer of a company or business and enables a business owner to build an effective marketing strategy or make productive changes to their earlier decisions.
What is a Buyer Persona?
A buyer persona is also known as customer persona or marketing persona. It is possible to clearly understand the demands of target customers if you understand the buyer persona. With this understanding, you can do a better job at serving or acquiring the customers. Hence, it is lucrative for all business persons to have a clear understanding of the Buyer Persona.
According to HubSpot,
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
You cannot be certain about the success of the marketing messages or the impact of the offers (presented by your company) on the target customer until you understand the Buyer Persona which is either based on considerable research or on real customers. It is important to remember that you may have to consider more than one ‘Buyer Persona’ if your product/service is suitable for different types of target customers. In this scenario, you have to create separate buyer personas for each type of customer in order to make an effective strategy.
Understanding of the Buyer Persona is equally important for online marketing, as you can customize the blog posts, sales-pages or e-mails depending upon the type of the Buyer Persona. The conversion rate of your website may even increase due to this reason. Hence, you may witness an improvement in SEO alongside noticing an increase in sales and customer retention if you can create ‘Buyer Persona’ based upon the unique features of your business.
Why Buyer Persona is Important for your Business?
You may know who the target customers of your business are. However, you may not know about their specific interests, needs or about the distinctive background of target customers.
You can have that understanding once you develop an effective ‘Buyer Persona’ for your business which depends upon two vital factors — insights gathered from the actual customer base and extensive market research. You can gather insights about the target customer through interviews or surveys.
The number of ‘Buyer Personas’ varies from one business to another. For example, your business may need to develop a few or numerous ‘Buyer Personas’ depending upon the types of target customers. It is prudent to keep the number of ‘Buyer Persona’ limited if you are new to this.
Additional Read:
What is Inbound Marketing Methodology? [Inbound Methodology Stages Explained]
How Can Personas be used in Marketing?
The ‘Buyer Personas’ are created based upon the unique requirements or characteristics of a business. Therefore, it gives you the opportunity to create unique content/messages capable of appealing the target audiences of your business. Using ‘Buyer Persona’, you can also personalize the marketing strategies for different types of audiences associated with your business.
For example, sending lead-generating e-mails is no longer considered to be lucrative. Sending personalized e-mails or messages is considered to be more fruitful.
If you have segmented ‘Buyer Persona’, then you can personalize the messages depending upon your knowledge about different personas. This particular strategy is going to leave a better impact on the target audience. It is possible to develop this strategy using ‘Buyer Persona’.
The ‘lifecycle stage’ is determined by the buying journey of contact. It represents how far someone has moved into the ‘sales cycle’. If you combine the ‘lifecycle stage’ with the ‘buyer persona’, then you can create ‘targeted content’ to drive a specific response from a niche audience.
It is important to remember that building a ‘negative buyer persona’ is equally important for the inbound marketing strategy of a business, as it enables you to find out the less than ideal customers. You may notice an increase in sales productivity with this added effort.
Whoa, so how was til now? Fine right! Wait, there is one more section in Buyer Persona…
Explore here How to Create a Detailed Buyer Persona and more…
