Why should you create buyer personas? The simple answer would be “to gain insight into your target audience”.
Personally, I think that answer doesn’t quite cover the full story.
The main thing is that you not only gain insight into the demographic characteristics of your target group but also into what moves your target group and how they are different.
What are the questions that keep your prospects awake at night? How do your potential customers buy? Do they have to weigh everything up or do they buy impulsively? What kind of content do your potential customers need? What words can convince a potential customer that you are the right choice for them?
These are all questions you can answer using buyer personas. This way you gain insight into the personality of your potential customers and their needs. And that gives you the opportunity to tailor content specifically to your customers. The more specific you can be, the more effective your marketing and sales efforts will be.
Starting out with buyer personas
No one says it’s easy to set this up. It is important to ask the right questions in your research so that in the end you really benefit from your buyer personas. The most important thing is to keep in mind why you are creating these buyer personas.
You must ultimately be able to respond to this in your marketing campaigns and content creation and sales must also gain a better understanding of what kind of customers they are dealing with on the basis of these buyer personas.
The problem is often that you cannot put the same label on all customers. Everyone is unique and no two people are exactly the same, so how do you create general profiles? Sometimes you feel that you can create up to thirty buyer personas for all your different customers.
However, this does not seem very realistic, because you have to develop thirty different strategies for your content. That only makes your life as a marketer more difficult instead of easier. So start slowly with a few buyer personas, for example about three.
Also, don’t make the mistake of adopting standard buyer personas. You always have standard profiles for a certain industry, but this is not specifically aimed at your company. What works in the United States does not necessarily work here. The people in the UAE are different and need their own approach. If you are also active in multiple countries, this also means separate buyer personas for the different countries.
Why you do it all!
So why are you going through all the trouble creating buyer personas? Because it ultimately yields a lot of insights in the long term and answers questions such as:
- What motivates buyers to invest in your solution and not to work with another product?
- What goals do they think they can achieve with your product?
- What is preventing your buyers from buying your product?
- What factors influence the buying process?
- Which properties of your product are most important to the buyer?
All this information gives you a clear direction to focus on with your marketing and sales. This way you can emphasise the strong points found and at the same time overcome and weaken the pain points. Debating objections is perhaps even more important than emphasising strengths.
Make sure you don’t sell too much in your marketing. That is of course not the intention of inbound marketing. You can discuss the problems that your buyer persona encounters in objective blogs, but leave the real sales to the sales employees.
Have you already drawn up good buyer personas? And do you want to share your experience? We would love to see your buyer persona.