Buyer personas and why they are important to your strategy

by Mauricio Romero Mauricio Romero | Jun 23, 2021 9:19:30 PM

Who is your buyer persona?A lot of companies we helped in the past didn't have a clear vision on who is their best customer. This is a huge problem for a marketing strategy. It means you don't understand how your solution impacts your customers. You won't be able to find them and attract them in a proper way. Learn how to solve it by making a Buyer Persona profile.


What is a buyer persona?

A Buyer Persona is a fictional representation of your ideal customer. By creating this segmented profile you will understand better how you bring value to your customer, attract and communicate with them. Narrowing your focus will help you with:

  • Understanding your customer's problems and fears when making a buying decision.
  • It's going to help you find where they are.
  • You will find how they are looking for a solution.
  • It's going to help you improve your communication with them.
  • You will make the perfect message that will appeal to them.
  • You will start the right conversation.
  • You will understand how to deliver better the value of your solution.
  • You are going to find who is a good fit for your company and who is not.

If you want to make a great profile you need to think of them as real persons who have a problem, people who are browsing on the internet for a solution. Try as much as you can to humanize this profile by thinking on real human actions they are taking for the research and decision of the problem you solve.

If you understand their top priorities you can find how important is to solve that problem with your solution. Thinking about their specific needs will help you deliver your solution in a more personalized way. And understanding their preferences will help you think about the other options they might have.

All these three characteristics  are going to help you shape your evaluation of a client, your communication and product or service design and making the right speech by help them see how your service or product might be a better fit with a better result for solving their issue.

Getting obsessed with your Buyer Persona will help you make a great marketing, communication and sales strategy.

Who is your ideal client? Define your Buyer persona.

Defining who is your ideal client might be challenging. All companies have different type of clients. The ones that are not so happy with your solutions, the ones that find it ok and the ones that love it. Why is these happening?

It all has to do with the impact your service, product or solution brings to them. Also if the problem they have is not really very important for them to solve the impact is going to be low. And if your solution didn't deliver the result they are looking for they are going to evaluate you as a regular or bad solution.

Because the resources of your are not unlimited, they have a cost in time and money, you need to focus on the customer that gets the greatest impact with your solution. You will spend all these resources on producing content, advertising and promotional tactics.

If you try to reach several Buyer Personas at a time you might not hit your marketing and sales goals. We constantly advise companies that have too many messages in their website for to many Buyer Personas that is difficult to understand if they can help a person solve a specific problem.

Can they find you?

When people are browsing and looking for a solution they need answers to specific questions. Your marketing strategy should consider making those answers with your digital content. This content has to be designed to help them understand a solution in an easy way. Something they can read in about 8 minutes. Something that is available in their mobile devices and computers. Content that they can refer and return later on.

Making the content accessible is crucial to make them evaluate your solution in these matters:

  • Accessibility of search
  • Accessibility of technological devices
  • Accessibility of message
  • Accessibility of future consultation

Does your digital content meets these four characteristics?

What content are they looking for?

When you have a crystal clear idea of who is your Buyer Persona start making content for them. They are looking for solutions. So all your communication has to focus on specific problems they have. Explain what options they have for that solution, and why and when your solution gives a better outcome among the others.

Promote that content in all your digital spaces:

  • Blog
  • Social Media
  • Website pages
  • Email campaigns
  • Advertising
  • Sales materials

All these tactics will make a hive of content that will attract and appeal  to your Buyer Persona.

Your next step is to understand how they make buying decisions with the Buyer's Journey concept.

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