In marketing, one of the most important terms that you need to keep in mind at all times is "focus." In order to run a successfully executed campaign, you need to remove as much of the superfluous noise from your materials as possible and boil it down to the core essentials. You can’t appeal to all people all of the time, which is why focusing on creating the right message and using the right delivery channels is so important. Buyer personas are a concept that allow you to do just that in a host of different ways, all of which are beneficial to you and your team moving forward.
What is a Buyer Persona?
In marketing terminology, a buyer persona is essentially a person that doesn’t exist. They’re a fictional representation of the type of person who is most likely to buy your product or service after hearing your marketing message. Buyer personas are created using as much actionable information about your ideal customer as possible: How old are they? Where do they live? Do they have any children? How much money do they make? What types of products have they purchased in the past? What do they like? What do they hate?
If you knew all of the answers to those questions when talking about a real person, you’d already have a pretty vivid picture about how that person acts and what their personality is. You’d certainly have an easier time talking to that person and relating to him or her – which is what buyer personas are all about in the first place.
Why Are Buyer Personas Important?
By creating a fictional representation of the person who makes up your ideal customer, you always have something to refer to when crafting your marketing materials. Say your business’ buyer persona is Jane – she’s a 35-year-old mother of two with a combined household income of $150,000. Instead of "throwing everything and anything at the wall and seeing what sticks" in terms of your marketing campaigns, you have something to compare your techniques to. How does your product or service fit into Jane’s life? How does it solve a problem that she has? How does it align with past purchases she’s made? The answers to these questions will drive your marketing decisions moving forward.
Crafting Buyer Personas
Creating a buyer persona requires you to be two things at all times: detailed and accurate. After you’ve been in business for an extended period of time, you have access to huge volumes of data regarding things like market research and even your past customers that you can draw from. To a certain degree, all of this data should dictate the buyer personas you create, which in turn should dictate the direction of your marketing. Are a significantly large number of your past satisfied customers men between the ages of 18 and 34 who have no kids? Congratulations – you have the basic framework to begin building a buyer persona. Any marketing technique that isn’t directly appealing to that specific type of person is one that you now need to re-think.
It’s important to not go "too far" when creating buyer personas, however. If buyer personas are all about focus, going out of your way to have too many personas is a great way to instantly undo all of the benefits that you’ve just worked so hard to build for yourself. Focus on a few core types of customers and craft buyer personas for each, and then compare every marketing move that you make against the information you’ve compiled for guidance on what to do next.