Learn the definition of buyer personas, why they are important, and the benefits.
- Did you know that the average number of advertisement and brand exposures ranging from TV, print, or online ads to in-store signs, to emails, to content marketing per day per person is over 5,000? So, if the average person is hit with so many brand messages per day, how do you break through all that clutter to be relevant and connect with your customers with the right message and the right marketing touchpoints? Through insight-driven buyer personas. A buyer persona is a research-based representation of your customer.
It includes demographics, such as age, gender, or geography, and it includes attitudes, behaviors, and motivations. A buyer persona describes who the customer is, their goals, their concerns, and how they think. It includes the decision criteria you need to address to win their business, such as how they receive information, how they weigh and evaluate different options, and when and where they decide to buy. So, basically a buyer persona is a profile of the customers you need to engage throughout their decision journey to drive loyalty and advocacy, and choose your brand over the competition.
Buyer personas help you better understand your customers so you'll choose the right marketing touchpoints and messaging, and this will attract more social shares and increase your rankings in search engines. There's a lot of data out there about the benefits of creating buyer personas, but here are a couple of key points. 75% of companies using buyer personas exceed their annual revenue goals. It's a low-risk, but high rewards strategy, which is unusual. Typically, to get a high reward you need to take a high risk.
Without using buyer personas, marketing content is two to five times less likely to make an impact and break through all the marketing messages clutter. There's also a really important internal company benefit. Buyer personas help align business and marketing efforts internally across multiple disciplines or teams within your company. Everyone inside the company will work off a common language about your customers, regardless of where within they company they work, whether it's in advertising, retail marketing, the website, answering customer questions on chat, or by the phone, or in social media.
Buyer personas help overcome silo barriers inside a company and focus all the different teams or disciplines on the customer. As your company grows, whether into additional local regions or other countries, you'll have a common starting platform that defines your customer that can be further customized as needed. I've included an exercise file starter template to create--
- How the decision journey has evolved
- Defining and using buyer personas
- Developing insight-driven journey stages
- Choosing touchpoints strategically
- Aligning messaging across the brand's touchpoints