One of the most important aspects of small-business marketing is to understand your target customer or audience and know your buyer persona. While many are familiar with this rule, few understand why it’s vital. A buyer persona, the archetype of a target customer, gives you insight to help your create relevant, effective marketing messages that speak directly to your target audience.
Why Buyer Personas are Important
- Buyer personas take the guesswork out of marketing. When you create an effective buyer persona, you understand the values, frustrations and needs of your target. Then, when know what your target seeks from the products or services that you offer, you can tailor your marketing message, increase your results, get ahead of the competition and earn a higher return on your marketing investment.
- Buyer personas focus on needs and missed opportunities. One of the mistakes that businesses make is that they formulate marketing messages to appeal to the masses instead of a single person. When you know your buyer persona, learn about their struggles and know their preferred way to obtain information, your are in a better position to build a rapport and convert those who should be buying your product or service, but aren’t.
- Buyer personas humanize abstract data. When you create a buyer persona, you put a face, name and demographic details to a set of numbers, figures and other information. When you are able to think about the needs of a buyer persona, inferring what a real customer might need becomes simpler. Furthermore, when you humanize this data, your marketing team has an easier time empathizing with the target customer.
- Buyer personas give a marketing a team a shared understanding of real customers. Without a buyer persona, individuals on a marketing team may define the target customer according to his or her convenience or inference. On the other hand, a buyer persona helps members of a marketing team have a consistent and shared understanding of the target, their goals and capabilities.
- Buyer personas guide proposed marketing solutions. After a marketing team develops a pitch, they can measure it against the needs of the buyer persona.
In a competitive, buyer-driven market, it’s important to understand consumers at a deeper level. Buyer personas have the power to give you unique insight and confidence in your marketing and business decisions, and give you the ability to impact the attitudes of your target customers about brands and solutions.