It’s all very well having a great digital marketing strategy, but unless your inbound marketing makes use of buyer personas to truly target your market, you’re not going to be able to fully capitalize on its potential.
A buyer persona is a fictional representation of your ideal customer that allows you to develop content marketing that is truly relevant and engaging. Because digital marketing is so focused on hitting the right target market, strategies such as PPC and paid advertising will have the best effect when you really understand who your potential customers are, and what makes them tick.
Developing a buyer persona for your company is about far more than simple demographics, it goes much deeper and includes details rather than generalisations. It is recommended that you have up to 5 different buyer personas that reflect different aspects of your target market, and even more so if your market is especially broad. Here’s how to create a buyer persona for your brand:
- Start with a buyer persona template
Your template should include demographics such as age, race, gender, profession and salary. In addition, you should include things that are not easily quantifiable such as goals and challenges. Give your buyer persona a name – this will help you relate to them as a real person and not just as a marketing tool.
- Gather the factual information
Use your website analytics and other digital marketing statistics to fill in the basic demographics on your template. Updating your website forms to include personal information can be helpful here.
- Discover the human element
This is the tricky part – your buyer persona needs to include information that is not quantifiable in yes/no answers. Make use of surveys, interviews, feedback from social media marketing and your sales team.
For information or assistance on inbound marketing that truly connects with your customers, contact us today.