Creating buyer personas is an essential part of an inbound marketing strategy because they help define your target audience and help you tailor your advertising towards that audience. When developing content, consistently referring back to the attributes of the buyer persona will help ensure that the content resonates with that audience. Buyer personas are an important part to attraction marketing.
Establishing a buyer persona can be a creative process as well, as it encourages marketers to think back to their childhood mindset and generate imaginary people. Of course these imaginary thoughts are far more sophisticated now, and are used to create what an individual that represents your target audience.
What is a buyer persona?
A buyer persona is a theoretical person within your target audience that is comprised of analyzed research. Buyer personas are the key to creating ideal content. Through this persona, you will understand the lifestyle of your target audience, what types of content and topics they want to see, and when they want to see it.
How do I create one?
With lots and LOTS of research. A buyer persona cannot be created using only assumptions, it requires a base of solid research. This research comes from your existing and loyal customers.
Ask them everything about their lifestyle, and for every question, it is important to ask, “why?” What are their personal demographics? Educational background? Career? Income? Goals? Common objectives? What are their interests? What does a typical day in their life look like? Where do they spend most of their time? And most importantly, why?
Once you have gathered the responses, start to organize personas based around similar responses, job titles, marketing challenges, industries or another important identifier. The personas you create should represent more than just one person, they should be a representation of the various individuals who make up one specific audience you target. Develop as many personas as you need to cover your whole audience.
Once your target is defined, you will want to make sure they can find your content. Discover 3 Key Benefits of SEO.
Now that I have one, what’s next?
Now that you have your buyer personas, every thought that goes into marketing your product or service should link back to that persona. These advertisements are to be made for that person!
Use this buyer persona to create ideal content, look for trends among that demographic, and try to understand what it is that they want to see and what challenges they are facing. Remember, Inbound Marketing is all about the consumer and creating content they will love, so make sure that your buyer persona would love what you come up with!
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