With advances in technology, it keeps getting hard for businesses to market themselves successfully to their target audience. Buyer personas can provide a competitive advantage. Buyer personas are made-up profiles companies create to represent their “ideal” customers. These fictional profiles are made using the company's real data and current market trends. The profile should include key traits such as age and period in life (infant, adolescent, young adults, etc.), financial status, personality traits, values, and lifestyle. Identifying the KPI’s (Key Performance Indicators) for the buyer personas can help narrow down valuable traits and behavior patterns that align with the company’s goals.
Buyer personas are crucial for companies to be able to tailor their marketing to their target audience. It helps them determine details like the content tone, right channels (email, text, social media, etc.), and even the type of media (written, images, videos, etc.)! By establishing personas sales teams can more accurately target their marketing campaigns which leads to solid interactions with potential customers, therefore increasing sales. These profiles can also aid companies in adapting their user experience, features, and designs to meet the customers' needs.
This is important to merge the company’s sales, marketing, and production teams to participate in mutual understanding of their ideal customers to set strategies that effectively demonstrate growth and loyalty.
Let’s break it down step by step:
Step 1: Customer research- analyze current customer base, conduct surveys and interviews
Step 2: Identify your audience- what are their interests, are there any noticeable patterns?
Step 3: Build Buyer Persona- use a mix of quantitative, and qualitative traits
Tip: continuously update the personas to fit evolving customer feedback
For example, Snowcakes Bakery wanted to expand their customer base due to the competition of DoughBros who strongly target younger crowds. Snowcakes Bakery is able to create a buyer persona that fits the young students, who are often employed in part-tie jobs, have a sense of community, and like to have fun. This buyer persona can help guide the bakery to create a marketing campaign that offers students discounts and even create special offers for study groups that sign up for their rewards program. By targeting the largest population in their area (a college/ university city), they are able to grow their clientele, while also fulfilling the student’s sense of community by providing a welcoming environment for them to study.
In summary, buyer personas can help companies easily identify and improve their marketing campaign to reach their target audience, grow sales, and optimize loyalty. Unlock or expand new opportunities by creating, or constantly updating, buyer personas. Deep level understanding of target customers can lead to more efficient strategies, optimizing loyalty, and strengthen marketing, sales, and production teams’ results.
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