Why Target Personas Are Important.
If you you aren’t already using Buyer Personas for your marketing strategy, it won’t be long before it becomes a key component of every campaign you build throughout the year. No longer do you have to rely on a 30-second tv ad that needs to appeal to a generic demographic across stations—essentially casting a wide net and hoping to catch a percentage of viewers who may fit your target demo.
A buyer persona is essentially a far-more detailed version of a target demographic. With buyer personas, you can understand your customers and viewers on a much deeper level by taking the statistical data of demographics (age, income, education level, relationship status, etc.) and pairing it with psychographics (goals, motivators, wants, interests, attitudes, aspirations, etc.).
WHY IS THIS IMPORTANT?
We know that your customers are online, the goal is to provide information and entertainment in the right place and at the right time. Once you’ve developed your buyer personas, you’ll be able to begin creating content tailored to each persona and craft the distribution strategy. By doing this, you’ll enable your brand to form more personal connections with your customers—building better relationships by offering content of value to each audience.
In addition to providing valuable content to your audiences, you’ll also be able to serve better-targeted ads, allowing you to reach customers who are further down the purchasing funnel and more likely to convert.
Tip: Try to think of how you consume content online. What platforms do you use (blog, Facebook, YouTube, Instagram, Pinterest)? What content formats do you prefer (blog, video, image, infographic)? What is your research process when looking to make a purchase?
HOW TO BUILD PERSONAS
A bit of research and data are needed to create your Buyer Personas. A good place to start is by reviewing current data. Look at the data you have on current customers and try to find trends, review your site’s Google Analytics for traffic behavior and consumed content patterns, and analyze fan engagement (comments, likes, reactions, etc.) on your social platforms to see which content performed best amongst specific groups.
After you’ve reviewed the data you already have on-hand, you can perform external research by hosting focus groups, holding interviews (past, current, and non-customers), and administering surveys.
Tip: Identify key factors that differentiate your buyer personas and be sure to add a questions to your research method that helps you correctly organize the lead into the correct buyer persona audience.
TAKING IT A STEP FURTHER.
Now that you understand who your personas are, the content they like, and where they like to consume it, the next step is to uncover where in the purchasing process they are when they use each platform—this will determine your message in the content you publish across platforms. As an example, a user who enjoys your video content on Facebook may not be ready to make a purchase at all—this is a great time and place to connect with them with fun and entertaining content and begin to build a relationship. However, a user who visits your website is more likely to be further down the purchasing funnel (likely driven to your site by a targeted piece of content or ad). In this case, the content on your site should be more informational about the product/service you’re selling. This is a great place to share product/service images, videos of your work, customer testimonials and reviews, specs, etc.
Ultimately, buyer personas are simply an elevated version of the traditional target demographic. Buyer personas take the statistical data of demographics (age, income, education level, relationship status, etc.) and pairs it with psychographics (goals, motivators, wants, interests, attitudes, aspirations, etc.). This allows marketers to have a deeper understanding of who their audiences are. This is significant because this new understanding gives your brand the opportunity to create better content and advertising, tailored to each audience. The goal? Reach smaller, more targeted audiences with specific content that appeals to them and drives more conversions for your business.
This article was written by Creative Director, Zach Aregood. For more information about buyer personas and how to use them, you can contact us.