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THE IMPORTANCE OF BUYER PERSONA

Updated: May 31

As a result of the globalization of business and fast paced technological advancements, there are more and more channels used by customers, clients and buyers to approach brands. Successful organizations, therefore, use buyer personas, backed by solid research, to improve their understanding of potential customers. A buyer persona is a relatively recent marketing concept and is a research-based profile of your target customer. It represents the ideal customer that you can create with the help of market research, using real data on your existing customers.


Why Do Businesses Need Buyer Personas

The goal of any business is to position itself in front of the right people. Since businesses cannot get to know each and every customer or prospect individually, they create and rely on a customer persona to represent each general segment of their customer base by including demographic details, behavior patterns, buying patterns, goals and pain points. A buyer persona serves as a communications platform to capture insightful findings about buyers. The aim here is to understand buyers deeply. In simple words, its aim is to communicate the ‘how’ and ‘why’ of what buyers do to accomplish their goals.

A detailed buyer persona will help you determine where to focus your time and efforts, guide product development, and allow for alignment across the organization. An accurately designed buyer persona will help you attract the most valuable visitors, leads and customers to your business. Buyer persona creates a clear picture of exactly who you are trying to attract and helps you understand and empathize with your customers so you can do a better job of serving their needs.


The Benefit of Defining Multiple Buyer Personas

There is no set number of buyer personas that can work best for all businesses. If you sell to multiple industries or verticals, a single buyer persona wouldn’t work for you. Hence, for most businesses, it is common to have multiple buyer personas to align sales and marketing effectively to attract and sell to the right prospects. For example, if the end user of your product needs to gain approval of others before making a decision to purchase your product or service, each individual involved in that decision is a separate persona. They will have different criteria to evaluate your product and therefore, you will need different strategies to emphasise the virtues of your product or service to them.

More importantly, as you get more advanced with inbound marketing and start to launch lead nurturing campaigns, the multiple buyer personas you will have created for each industry will be very valuable to your business.


Are Buyer Personas Just for Marketing?

Buyer personas help ensure that all activities involved in acquiring and serving your customers are tailored to the targeted customers’ needs. These days website personalization also incorporates buyer personas. From the time your visitor lands on the website, he/she will start seeing content based on how they found your site.

Different departments in your organization can benefit from buyer personas created by in depth research:

  • Product development can use buyer personas when building product roadmaps. To make informed decisions on products, product managers use customer personas to identify and prioritize changes.

  • Marketing departments use buyer personas to build effective conventional and digital media marketing strategies. For example, when creating content marketing strategies, personas are important to help you focus keyword research efforts. They can also help in the identification and prioritization of promotional activities.

  • Buyer personas can help your sales team build rapport with potential customers by understanding their concerns and pain points, and addressing them. This way your sales team will be much more effective.

  • Customer support teams can use personas to better serve your customers by showing more understanding and empathy and dealing sympathetically with any angry or frustrated customers.

It is important to remember that true value comes from everyone in the organization knowing who the customers are and how to help them accomplish their goals – buyer personas truly come handy in accomplishing this aim. Ogling can help you create buyer personas for effective targeted marketing. Get a quote from us today.

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