When we want to start a marketing strategy that really works and leads us to meet the objectives we expect for the growth of our business, it is essential that we know our ideal customer very well. For this, first of all, we need to define our buyer persona. But what is a buyer persona and how can it benefit our business?
Many people make the mistake of producing random content, related to the services of their brand or company, without first asking themselves questions such as: will this content really draw the attention of my target users, could it provide a solution to possible concerns they may have?
Let’s keep in mind that, if our target audience does not show interest in the content produced for the brand, then it is unlikely that other people will be interested or drawn to the business.
So that this does not happen to you and your brand, defining your buyer persona before starting any marketing strategy will be ideal to achieve clear and certain objectives, which will lead you to fully enhance the growth of your company.
What is a buyer persona?
A buyer persona is nothing more than our ideal customer. That person to whom we want to send our content, so that he/she can feel identified and attracted to our brand until, possibly, he/she can become a new customer for our company.
This target customer has certain characteristics and specific behaviors, which they share with other people who may be part of our target audience. In the exercise of defining our buyer persona, what is done is precisely to identify each of these characteristics that allow us to describe our buyer persona, in other words, our ideal customer.
Why should the buyer persona be defined?
Now that we know very well the concept of what the buyer persona is, it is time to know why it is important to define them when starting a marketing campaign that seeks the growth of a business.
First of all, defining the buyer persona will allow us to optimize the marketing strategy we plan to develop. In fact, defining the profile of our target customer, at the beginning of a marketing strategy, will allow us to know precisely who we are addressing and how we should do it so that the message we want to convey, arrives in the most effective way possible.
In this description of our buyer persona, we will be able to know their behavior, habits, interests, expectations, and preferences, but also their aversions. With all this data in mind, we will then be able to develop content optimized enough to capture the attention of the customer we want to reach.
How to define a company’s buyer persona?
To define the profile of that target customer with whom you want to connect through your brand or business, it is important that you ask yourself the right questions, which will allow you to recreate that customer in order to know every piece of data that can be useful to focus the marketing strategy.
Some of the main questions that will help define a company’s buyer persona are:
- What is their role in the company?
- What is their geographic location?
- What schools did they attend?
- What are their problems?
- What are their objectives?
- How do they communicate?
- What kind of content are they interested in?
- How do they make their purchases?
- What are their barriers to purchase?
- To which socio-professional category do they belong?
By having an answer to these types of questions, we can have an idea of how our target customer thinks, acts, and performs when buying a product, so now we need to perform a complete analysis of the information gathered, to finally focus our marketing strategy to connect with our buyer persona.
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What are the benefits of creating a buyer persona for your business?
With the definition we have provided above, you probably already have an idea of the benefits you can get when defining your company’s buyer persona. But, in case you have not been completely clear, here are 5 of the main benefits that this exercise can bring to your company:
- The attraction of the ideal customer of your business.
- Ability to identify the interests of your consumers through the Internet.
- Better understanding of the performance of your buyers when making a purchase.
- Much more effectively structure your marketing strategies.
- Produce quality content that really offers a solution to your target customers.
So, are you ready to segment your marketing strategies so you can get the best results? Our team at Primitive Agency knows the right methods that will allow us to better identify your buyer persona, so we can develop unique content that gives your brand everything it needs to increase awareness and sales.