So it’s critical that you ask yourself “who is my ideal customer?” To answer this question, you’ll need an understanding of “Buyer Personas”. There’s a reason why buyer personas are hot in marketing right now. When a potential customer picks up your marketing material, sees your post on Facebook, or lands on your website, you have 30 seconds or less to convince them that your product or service is the one for them. Your potential customer is probably saying, “Tell me something right now that blows my mind or makes me say, where have you been all my life?”
So what is a Buyer Persona?
Buyer personas are examples of the real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the status quo. (source: Buyer Persona Institute)
While buyer personas are fictional representations of your ideal customers, they’re a critical tool that can help you understand your existing and potential customers, making it easier for you to tailor your marketing efforts to the specific needs, behaviors and concerns of different target audiences.
You can develop buyer personas based on your current actual customers through surveys or interviews as well as through market research. For a small business you may have as few as two or three buyer personas. For a large business you may identify 10 or more.
Insightful buyer personas can help you write persuasive messaging, develop your content marketing, plan strategic advertising campaigns and even successful product or service solution launches.
Taking the time to understand your ideal customers through buyer personas is a good investment. Most small businesses have limited time and resources, so partnering with a marketing agency who can help you develop buyer personas and use that information to create a strategic marketing plan moving forward, can also be a good investment.
If you’d like to have a chat about how we can help, give us a call on 02 4333 6274 or email me directly at firstname.lastname@example.org.
Jody Sharpe has over 20 years experience in marketing & branding and is passionate about helping local small businesses grow.