Delivering the right marketing message, to the right person, at the right time, and on the right platform is only possible if you have identified this person in advance – understand who they are, what they are looking for, and where they are on the buying cycle.
You obviously don’t actually know this person – that would mean your marketing scope and efforts are ridiculously narrow – but you need to know the Persona that this person represents.
While Segmentation allows you to identify the distinct customer types based on the reasons they buy from you, Persona creation takes Segmentation one step further and breathes life into your target audience, helping you craft marketing messages that your target audience will actually identify with.
Buyer Personas allow you to put the customer in the center of your business – an essential strategy for lead generation.
A buyer persona is a representation of your customer based on real data and some select educated guesses about customer demographics, behavior patters, motivations, and goals; it’s a semi-fictional description of your ideal customer.
For example, if you sell sales training services, Peter Feelstuck is the persona for sales people whose careers have plateaued. They are in a rut, and they can’t break out to the next level of success. These prospects will respond to marketing messaging that address their frustration and the bad habits that may be holding them back (as opposed to marketing language that speaks to those who are brand new to sales).
Buyer personas allow you to:
Identify who you want to reach
Identify where your best customers spend time online (so you can be there too)
Keep everybody in your organization focused on the same audience
Guide product and service development – if you know what your personas are trying to achieve you can create things to help them reach their goals and overcome their challenges
Create the right marketing content – the right content most effectively attracts your ideal visitors, converts them into qualified leads, and closes them into customers
Without personas, you may only be guessing what marketing content your audience wants, which means you are more likely to revert to creating content around what you know best (your products and company) instead of around the information your audience is actively seeking.
Everything you do from a marketing perspective should tie back to your personas >>Tweet this!<< - they are the foundation of a solid customer focused marketing strategy.
The goal is to move away from what you think to what your customer thinks. A buyer persona allows you to do this.
To learn how to create personas, go here.
To receive a free System for how to incorporate personas into your lead conversion process, click below: