February 29, 2016
Marketing to buyer personas means marketing with ROI in mind.
Using buyer personas is a shortcut for avoiding trial and error.
Buyer personas are one of the keys to creating a sustainable and effective growth marketing strategy.
Who is buying your product or service?
“Uh, I don’t know…women?”
If that’s your answer, then your success with marketing is going to be painfully slow. Nonexistent, even.
You need to know exactly who your buyers are. That means asking questions like:
When it comes to marketing, a one-size-fits-all approach rarely works.
Many companies try to market to everyone out of fear of missing potential customers, but that approach usually backfires because their messages end up being too mixed and vague to resonate with anyone.
Sometimes that even means losing people in their own target audience!
That’s why you need to understand your buyer, develop a set of accurate buyer personas, and then make your marketing strategy work around those personas. In fact, many would agree that this is the key to effective marketing.
A buyer persona is a well-researched archetype of your average customer, and it helps you better understand how to market your product or service more effectively.
For example, a lumber store might have three different buyer personas:
With those three personas in mind, the lumber store can come up with targeted marketing solutions.
Such solutions may include:
Anyone who has ever taken a basic marketing class knows that having a set of well-researched buyer personas will help you generate more sales through targeted advertising.
However, here’s a lesser-known fact:
Buyer personas are the key to a successful content marketing strategy, and essential to business growth as a whole.
Let’s take a look at five reasons why you need buyer personas to successfully market your content and, by extension, your brand:
1. Your brand message will be stronger than ever.
We talked about this earlier—if you try to market to everyone, your message comes across as weak, diluted, and less likely to stick in anyone’s head.
No one, not even your ideal customer, will feel like you’re talking directly to them.
The more succinct and targeted your content, the more powerful it will be. Buyer personas enable you to craft your content to achieve the most impact on the people who are most likely to become repeat customers.
2. You will be able to make better use of your time.
Instead of wasting your time on potential customers who might only be remotely interested in your product or service, you can use your buyer personas to find potential repeat customers and create the right kind of content for them.
Do this, and your time spent marketing will go much further than before.
3. You’ll get the most bang for your buck.
If you’re like most businesses, you have limited marketing funds that need to be allocated to various projects.
Instead of going through a trial-and-error phase with each campaign (and wasting lots of money in the process), you’ll be able to use your set of buyer personas to find out what kind of content would resonate the most with your target customers.
After that, use the information to develop cost-effective marketing strategies that will produce results the first time around.
4. You’ll have a better chance of becoming an authority in your field.
You don’t want to spread yourself thin by covering a lot of generic topics some of your customers may or may not be interested in.
Instead, find your niche based on your target customers’ needs, wants, and interests, and then create niche-specific, high-quality content that really resonates with them.
By providing overwhelming value in your content to the right people, you will grow to be viewed as an authority in your field.
5. You will build more loyalty and trust in your customers.
If you’re a teacher who just had a baby, which blog post would you be more likely to read—one that starts with:
“Hey, you” or “Hey, new mother who works full-time”?
The latter, right? They’re talking to you!
Understand the customer. Speak directly to them. They’ll listen.
Also, buyer personas will enable you to find specific problems to address in your content. Your target customers will start to trust your brand if they feel that your business wholly understands their needs, wants, struggles, and interests.
Properly identifying your buyer personas is one of the most important things a business can do for their marketing efforts. People rarely think in broad, generic blocs. Target the right people, say the right things, sell the right products, grow your business.
That’s great marketing.