Mauricio Romero
The key for making a demand generation strategy for marketing is to create a personalized great experience. You need to concentrate on knowing who are your selling to. Have a focus on your ideal client is a must and you should be obsessed with how you help him with your solution. Discover how and why you need to make this best client profile inside your organization.
What exactly is a buyer persona
A buyer persona is a semi fictional representation of your best customer or your ideal customer. In this profile you have to make a vivid portrait of who are you selling to. This will make much easier that your marketing and sales teams can detect the specific needs of your customer and give them a better customer experience.
Why you need a buyer persona for a marketing demand generation strategy
First of all you need to know exactly who is your customer and how your solution helps him improve, solve or overcome his problem, issue, pains or goals. Its sounds pretty simple, but when i ask marketing teams or business owners to describe their buyer, they make a very broad and vague description.
It is women between 25 and 55 years who lives in big cities or suburbs and are looking to look good. Almost what they are describing is anyone with 2 eyes, 1 nose and 1 mouth. Of course this description helps a little bit with the gender and geographical segmentation. But how do i use this information in really useful way for my marketing contents. Pretty hard, isn't it?
This persona representation should give you real insights on what they are trying to solve. And you should connect this needs on how your solution helps them solve this problem. Any other information in your profile is useless.
When you are making all the marketing mix on communication, pricing, channels and promotion, if you have a clear idea of who is your target, the decisions are much easier.
Of course when your potential client interacts with your solution, brand and messages he is going to feel you are talking to him. And you are addressing how to solve the problem they have in mind. Your message is going to get their attention immediately. Instead of seeing an advertising message he is seeing a helpful advice based on value. He is going to see your product or service as a solution.
So a buyer persona profile is going to give the context to all the employees in your organization of who is your client. And your client is going to feel that your employees know him and understand their needs. It is an psychological alignment for both parties.
How do you make a buyer persona?
Developing a buyer persona shouldn't be hard when you already have great customers that you love to work with them. So inspire your buyer persona in that real client.
Fill in the profile with their goals and challenges, his personality and connect most of all how you as a brand and how your solution is going to help him reach his goals and overcome his challenges.
Then you can verify that your assumptions are correct with some field research. Interview your best client or all the clients that fit into that category. People who are similar and ask them if your assumptions are correct. Most of the time you'll get more useful insights.
There are a lot of tools to make a buyer persona like the one Hubspot has on their website, but remember what is the real information you need to make a great customer experience and make great content for them that is appealing and helpful.
How many buyer personas profiles should i have?
You can have as many buyer personas you need, but you should think who you really want to attract and get into your sales pipeline. It has to be the best client for you. Not the one that almost gets there. So concentrate and make all the marketing efforts and resources tho the one that you really love.
Think of what client is the one that your solution makes the most impact. Your solution should be a great deal for them.
At Databranding we help our clients to understand and apply the buyer persona concept to make great messages for their audience.
Your next step after making a buyer persona is to understand the buyer's journey.
You can learn more about buyer personas in our website. Feel free to subscribe to our blog to get more ideas and information about demand generation, digital marketing and inbound marketing. Browse our blog that has tons of information about how to do it.
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