Marketing is most effective when you know who you are marketing to. No matter how good your skills and strategies are, if you are not targeting the right audience, your efforts will fall flat. When you are planning your marketing campaign, keeping your audience in mind enables you to create content that will reach them and provide them value. One way to do this is to create buyer personas. This is a tool that can guide your marketing efforts and keep them aligned with who your ideal customer is. Marketing professionals are becoming increasingly aware of the importance of the buyer persona to guide them in everything from content creation to social media to the design of their site or blog.

Creating your buyer personas

There are several factors to take into consideration when creating your buyer personas, and the first step is to keep in mind what your Unique Value Proposition is When creating your persona, remember to keep in mind the buyer, not necessarily the user. Generally speaking, you have more than one buyer persona to create, depending on your product or service. An extremely narrow niche may be able to get away with one persona, but most of the time, three is appropriate. Here are some demographics you should be using to develop your buyer personas:

1. Some standard stuff: Gender, age, profession, level of education, financial situation, hobbies and interests.

2. Other things to consider: What are their problems and concerns? What questions do they have? What do they value? Are they looking for convenience, luxury or low prices?

3. What are their buying habits? Do they shop online? 

These are important factors when creating your buyer personas. But how do you get this information? Well, you ask. There are several ways to do this. Interviewing your customer, surveys, polls and the feedback that your business receives are all ways to gather information for your buyer personas. Once you have created your buyer personas, don’t make the mistake of not using them. When you are creating marketing content, address a specific buyer persona. In essence, you are speaking directly to them. This makes your content far more powerful. Periodically review your personas, and continue to refine them as you gather more information. Be sure that everyone in your organization knows and is familiar with your buyer personas. After all, these are your customers.

By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Now that’s marketing people can love. Learn more by downloading our ebook Insights in to Inbound Marketing. Get the ebook HERE or by clicking on in image below.

By | 2014-06-17T06:00:41+00:00 June 17th, 2014|Uncategorized|0 Comments

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