A Buyer Persona is a Segment of Your Target Market
Let’s say you are a website designer. Your target market are businesses that require website design. That’s a pretty vague description, so you need to break it down into buyer personas. A buyer persona is a segment of your target market. For your web design business, you may have one buyer persona that is a small business owner. Another buyer persona could be a professional in private practice (like a lawyer or accountant). A third buyer persona could be a medium-sized business. Although they all require website design, they will have very different needs.
A buyer persona is a fictional, generalized person, who represents a specific segment of your target market. Market research and feedback from your existing customer base provide the information you compile about each buyer persona.
Make Your Buyer Persona Specific and Detailed
Your buyer persona should include as many of the following items as possible. The more information you have, the more you are able to understand and meet their needs.
Understand How Your Buyer Persona Will Search Online
What each buyer persona will search online for is defined and motivated by the criteria in the list above. It is worth investing the time, energy and money into researching each buyer persona. Your mother probably told you that you can’t please all the people all the time. But, with accurate buyer personas, you can please more of the people, more of the time.
Listen to Your Buyer Persona’s Needs and Respond
When your buyer persona asks what’s in it for me (WII.FM), you need to have a clear answer.
- What problems are you solving for them?
- How will their life be better because of their purchase from you?
- How will you fulfill their needs/help them achieve their goals?
Use inbound marketing to naturally draw customers in. Structure your website and create content that will meet your buyer personas’ needs to increase the number of customers to your site and eventually convert website visitors into customers.
Define what shapes your audience’s decision and let them know how you can help them get what they want.
Meet Your Buyer Personas’ Needs to Increase Online Sales
Inbound marketing works, because it is cost effective and builds the relationships that customers want. Create an elevator pitch for each buyer persona to provide compelling reasons for them to buy your product or service. You will sell more online. When customers know you provide a reliable source of information combined with a product or service that consistently meets their needs, they will become repeat customers and be happy to tell others about you. When you become an expert about them, they want to become experts about you.
According to Hubspot, using marketing personas made websites 2 to 5 times more effective and easier to use by targeted users. Start spending your time and energy on people who want or need your product or service. They will start spending their money on your business. Imagine increasing your online sales by 2 to 5 times every month. Knowing who your buyer personas are and clearly communicating how they will benefit from your company, are essential to increase online sales.