What is a buyer persona?
In marketing, when we look at our target market, we want to understand what makes them tick. To do this, we identify our target market’s needs, pain points, the information they need to know to make a purchase, and the process they use to purchase. Once we have that information for a segment of our market, we define them, give them names (a buyer persona). Then when we create our messaging, ads, and processes to meet the needs of this specific “person.” The more you talk directly to the wants and needs of that persona, the more conversational you will be. Personas will help you in developing a stronger relationship with your potential client.
With sophisticated systems, like marketing automation, you can customize your communication and processes based on different personas. Marketing automation allows you to simplify the messaging, yet communicate directly to that person in a way that will best resonate with them.
We recommend developing three buyer personas or less. By adding more personas, you will add complexity to your messaging and increase your overall marketing budget.
For more information on buyer personas, talk to one of our marketing experts.
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