First, you need to understand the difference between your target market and your buyer persona so you can use them to improve your inbound marketing strategy. Your target market is the group of potential clients that share a similar set of demographics: the ones who are best suited to using your products or services. If your target market is a real group of people then your buyer persona is a fictional representation of a person within your target market. Used together in an inbound marketing campaign, your target market and buyer persona attract more customers.
How To Build A Buyer Persona
To create a buyer persona you need to roll up your sleeves and dig deep into who your fictional buyer is. Name, age, and gender are a great place to start but to be truly effective you need to Include as many details as possible, like:
- Occupation and Income
- Industry and Number of Employees
- Responsibilities and Challenges
Don’t just look at their professional characteristics. Create a personal side to your persona, as well.
- Goals and Motivations
- Family and Friends
- Hobbies and Interests
- Social Networks and Daily Activities
If you can answer these questions about your buyer persona, then you have a picture of your customer base.
Use Your Buyer Persona for Your Inbound Marketing Strategy
Now that you understand your potential customers’ needs, you can create content that meets those needs. Then, put that content in places where you know your target market will see it. This attracts leads, and then it’s up to your sales team to develop trust between your target market and your company to keep your inventory moving off the shelves.
While the terms “target market” and “buyer persona” mean different things, both are integral to your inbound marketing strategy. Your buyer persona will make your website 2 to 5 times more effective and easier to use for your target market (Hubspot).