The Importance Of Knowing Your Buyer Personas
If you’re trying to sell anything, whether online or offline, it’s crucial that you understand your buyer personas.
In today’s extremely competitive online marketplace, it’s more important than ever for brands to hone in and create content that their audience is actually going to be interested in.
Gone are the days of broad marketing techniques. Instead, brands now need to hone in on their target audience, to get a better idea of who they’re truly trying to sell to, in order to be successful in the online marketing.
So how can you do this?
In the following blog post, we’ll discuss buyer personas and why they’re a crucial component of being able to successfully manage your business in today’s online marketplace.
What Is A Buyer Persona?
Essentially, a buyer persona is a semi-fictional representation of your ideal customers or buyers. This character representation is based on both real data and statistics, as well as some educated guesses at what these people are like.
So for instance, I’m a freelance copywriter who writes content for clients that own websites and business. Therefore, my ideal customers, or buyer personas are typically going to be business owners, or possible other freelance writers.
Using this knowledge, I’m then able to create semi-fictional characters based on what these types of people might be like.
Let’s take a quick look at what one of my buyer personas might look like.
Buyer Persona Example
- Name: Shauna Langley
- Age: 30 to 35
- Occupation: Self-employed web design specialist
- Motivation: Personal growth and skill development
- Goals: Build a portfolio, start a business
- Frustrations: Doesn’t know much about online marketing or how to generate leads for her business. Shauna also has poor communication skills since she usually spends her time in front of a computer building websites and not being social.
If we take a look at the information above, we can get a pretty good idea of who Shauna Langley is as a person. Of course, she’s entirely fictional. But her motivations, goals, and frustrations aren’t.
In fact, I’m willing to be that there are thousands, maybe even millions of people out there, just like Shauna, who want to start their own business.
Which, is exactly who The Hobo Marketing Co.’s target audience is.
So, by using the semi-fictional character of Shauna Langley, I’m able to brainstorm all sorts of useful content ideas that I already know some of my target audience will be interested in.
For instance, since one of her biggest frustrations is her lack of communication skills, creating blog posts, videos, or webinars on how to improve your communication skills is guaranteed to resonate with people in Shauna’s situation.
Obviously, this is only one example of what one of my buyer personas are like. In fact, I could literally create dozens of different personas like this one.
However, my point is that the more you know and understand about your ideal customers, the easier it will be to generate content that truly resonates with your audience.
Understanding Buyer Personas And The Buyer’s Journey
Need help putting together buyer personas for your brand? Don’t hesitate to contact us today.
We’re always happy to help.