A buyer persona is a fictional, generalised profile of your ideal customer. Buyer personas are essential when helping to understand your current customers and prospective customers better, making it easier for you to tailor your content marketing to the specific needs, behaviours, and concerns of different groups.
This makes a buyer persona far more than just a ‘job title’ as you could, for example, find that you may have 2 buyer personas for ‘Managing Directors’ – one an older, traditional business leader and the other a younger, tech-savvy, boss. You wouldn’t create the same marketing content for each one would you?
Buyer personas can be built through the use of market research and insights gained from the customer base itself, by asking them questions from surveys and interviews.
Recommendation: There is no limit on how many different buyer personas your business can have; however, if you’re new to personas, start small, there is always time to develop more personas later on if needed.
Negative (exclusionary) personas provide a representation of those you don’t want to be your customer. This may include examples such as, prospects who you can’t make the required profit from and cost a large amount to service, or students who are only engaging with your content for research/knowledge.
A buyer persona is mainly created through the use of research, surveys, and interviews of your target audience such as customers, prospects and those outside the contact database who might align with your target audience.
Here are some practical methods for gathering the information you need to create your business’ buyer persona:
Toast have helped many clients to create their buyer personas as part of the content strategy planning stage of our Inbound and Digital Marketing services. Heads of Marketing have often commented at how they then use the personas in everything they do – online and offline. In some cases they have been adopted by sales colleagues to help prioritise business development activity.
Take a look at our full guide on Buyer Personas and do contact us if you would like us to help you through this really important exercise.
Download the full guide here
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