What's the Buzz about Buyer Personas?

Do you want to make sure your marketing efforts are making an impact?

Of course you do. However, many companies don’t take the necessary steps to ensure that this happens. Instead, they use cookie cutter marketing messages and find themselves wondering where all the business has gone.

And that business is going right to the companies who take the time to research and develop accurate buyer personas.

What is a buyer persona? Although often confused with a target market, there is actually a fine line between them. A buyer persona is a group of people within a target market who share common demographics, interests, problems, desires, values, personalities, goals and needs.

In other words, your company’s buyer personas are the exact people you want your products, services and marketing efforts to reach.

Once you define your buyer personas, you can tailor your customer communications to address their concerns, answer their questions and meet their needs – all while speaking their language.

Once you develop accurate buyer personas, you can create marketing messages that resonate with their needs. You will understand what their problems and concerns are and you will know how to meet them. Understanding your company’s core buyer personas means understanding your customers’ decision making processes. And when you do that you have the key to creating marketing programs that will provide your customers with solutions at the exact moment they need them.

How Asking the Right Questions Can Help You Develop Buyer Personas

The key to developing accurate buyer personas is to make sure you are asking the right questions. You don’t have to know everything about your customers. You just need to know everything that can be used to develop a successful marketing campaign.

Some of the basic questions you want to answer include:

  • What kind of demographic are you targeting? Think age, gender, income level, education, occupation, marital status / family size, etc
  • What values are most important to your customers?
  • What problem is most pressing for them, and how can you help solve it?
  • Which channels of communication do they prefer? Which types of media do they respond to?
  • What are their key purchasing motivators? What will most deter them from making a purchase?
  • What exactly do they expect from your products or services?
  • How do they think? (Are they most likely to respond to elaborate visuals, simple written descriptions, catchy jingles or customer satisfaction promises?)
  • What are their purchasing habits?
  • How much purchasing anxiety are they going to experience, and how can you best alleviate it?
  • Which type of discounts, special promotions and coupons will most appeal to them?
  • What kind of budget do they have?

The list can go on from here, so the key is to stay focused. Work toward finding relevant information that will help you create valuable content and effective marketing messages.

And remember that a buyer persona is not carved in stone. It should change and grow as your business does, and it should remain flexible to incorporate your customers’ ever changing needs. There are no hard and fast rules for how many buyer personas your company should have, but you never want to have more personas than marketing resources to support them.

If you want to create truly targeted marketing messages, start developing your company’s buyer personas today. If you need further guidance, contact Fathom. Our search engine marketing professionals can help you develop the successful content creation and messaging tactics your business needs to succeed.

About Abigail Birmingham

Abigail Birmingham is a Creative Leader for Fathom's education team specializing in video production, creative design, and content strategy. She is passionate about helping clients tell a great story and engage with their audience. She is a strong believer in the power of captivating and creative content as a driving force in an effective marketing strategy.

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