If your company is trying to expand its digital presence or start a new content marketing campaign, you may have come across the term 'buyer persona'. In our latest article, we explain in detail what is a buyer persona and explain why understanding it is important.
A buyer persona is a profile that accurately represents your ideal or target customer. Buyer personas are created based on detailed research and will outline information such as what challenges your ideal customer faces, what is important to them, and what their day-to-day life is like. Often businesses need to target multiple buyer personas; for example, if the end-user of your services or product is a child, you will need to target both the buyer persona of the child and their parent, as they will most likely be purchasing the product for them.
Why is understanding a buyer persona important?
1. Better service
If you have a thorough understanding of your target customer and their buyer persona, it will allow you to address their needs more accurately. For example, if you are able to recognise a significant pain point of your customer is time, you can ensure you offer fast delivery options and provide a better service for your audience.
2. Predict trends
With a detailed understanding of your customers and their needs, you will be able to predict their demands and identify potential trends before your competitors. For example, you can tailor content campaigns around your customers' requirements, ensuring that when the trend or need surfaces, your content will be perfectly tailored to your desired customer.
3. Boost your sales team
Having a clear, defined buyer persona will help provide your sales team with the information they need to secure more sales. By giving each sales team employee clear guidelines about your perfect buyer persona, they will have accurate guidance about how to connect with customers on a personal level and know how to solve any potential reservations a customer may have about your business.