Buyer personas are one of the “must haves” of any digital strategy. These personas are semi-fictional characters that not only help identify a client’s ideal or target audience or customer, but also define what the pain points are of that audience, and how you can help solve those problems for them through your digital strategy. These personas help to outline what a client’s goals are and how you can help achieve those, too. While these personas may take some time to review and fill out, we promise it is well worth it and will pay off. There are a few key reasons why we think companies should have these in place… keep reading if you want to know why.
Determines your audience
Some questions that we like to ask in buyer persona meetings with new clients include, but are not limited to: what is your ideal customer’s age, income, position or job title, location, and gender. The answers to these questions help us determine where the customer is online, what they do, and who they are. It also helps clients to understand their brand better and understand where they are found online, if at all. If you find that they are not online, that automatically eliminates any kind of online advertising, but maybe that means you can launch a direct mail campaign instead. If you determine your audience correctly, it could end up saving you a lot of money and time in your marketing strategy, too.
Buyer personas not only help you identify who your ideal audience is but also educates you on who you are speaking to or targeting. This helps with social media, content, and email marketing strategies specifically, since you’re most likely speaking to your audience through those mediums. It’s important to create blogs that might help solve your audience’s pain points or create a blog that covers one of the goals that your buyer persona outlines and how to achieve that goal. The same goes for content you push out on social media and through email marketing. It’s helpful to have these personas in place so that you can create content that is of interest to your specific audience, resulting in more interactions and engagements with your brand. If you know what your persona’s pain points are and you can address them, they will be likely to view that content since it relates to them specifically.
There are a lot of great opportunities that can present themselves when you finalize these personas, such as new customer relationships, new target audiences, and solutions to audiences’ problems. Perhaps you didn’t realize who your ideal buyer even was. If you’ve been targeting the wrong audience this whole time, this is a great time to get your personas in place, pushing content out that relates to your audience, ultimately resulting in more business, brand trust, and audience interactions.
Do you think you know your audience and are you talking to the right people in your digital strategy efforts? Even if you think you do, there is a possibility that you don’t know them fully. Let us help. Contact us today so we can get you on the right track.