The concept of « buyer persona », also known as « marketing persona », refers to the semi-fictional and generalized representation of your ideal customer. According to Sam Kusinitz, it encapsulates four dimensions, being “customer demographics, behavioural patterns, motivations and goals”. All these can be found thanks to market research and real data obtained through your customer base (surveys, interviews…)
This is very useful because you can determine where to focus your time, guide your product development and align the business strategy across your organisation. Who wouldn’t want that? You consequently attract the most valuable visitors, leads and customers to your company. Indeed, personas help in marketing, sales, product and services by internalizing the ideal customer you’re trying to attract and retain. You can therefore relate to your customers as real humans. Since nothing beats bullet points, we have compiled three good reasons to let yourself guided by the image of the « buyer persona ».
- It enables you to have a thorough understanding of your target customers. This is critical, especially when it comes to driving content creation, product development, sales follow up … really anything that relates to customer acquisition and retention.
- It helps you better fathom your current as well as your potentially future customers. Assess their specific needs, outline their interests, gauge their background… in order to select your customers thanks to relevant information.
- Personalize your marketing strategy according to the different segments of your target audience. Gone are the lead-nurturing emails that are not tailored to your audience ! Thanks to what you know about those different personas, you can create content and messaging that will of course appeal to your target audience.
Check out Hubspot‘s free template to create a buyer persona here. And, of course, don’t forget to visit the myContacts‘ website to learn all about the outstanding features of this app!
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