When working to create new business for a company, buyer personas are important in identifying the motivation behind your consumer. Many B2B marketing firms spend lots of time, effort and money to find and define the buyer persona in a target market. Many times, shifting marketing directives to relate to the buyer persona can be hindered by the inability to accurately define the buyer. When defining the buyer, there are mistakes that can be easily avoided so that marketing strategies do not target a buyer persona that does not, in fact, exist.
Another way to express the term “generalizing your buyer” is making things up about them. Generalization creates generic rhetoric that will leave no impression on anyone. It is, in fact, a way to talk to everyone and no one at once. Discovering a buyer persona is discovering something unique, factual and substantive, and it should not be obvious to competition. These unexpected and insightful details about the buyer can only come from real, honest conversations with them.
Using Useless Information
Sometimes to pinpoint the buyer persona and create marketing initiatives, fundamentally useless information will appear in the mix. It is important to understand deeply why the consumer makes their decision. Many times this can go beyond merely gender, occupation and the usual demographic criteria that are discussed. Instead of getting caught up with certain information, it is important to get to more core reasons people make decisions.
Creating Too Many Personas
Personal insights about the consumer drive messaging and marketing content. With this being said, too often the message can be convoluted by created too many buyer personas. By creating too many, there is a risk of created the first pitfall, generalization. By continually creating more and more potential personas, trying to create a firmly directed sense of messaging to all can turn back into messaging generalities.
Overall, the key to discovering buyer personas is by engaging and learning directly from the consumer. The pitfalls listed can all be remedied by gaining real insight. Someone that is trained to talk and listen to a consumer can gain more insight in ‘who the consumer actually is in a few hours than a month-long analysis of ‘who your customer might be.