Learning how to develop the perfect buyer persona will help local business owners target the right target audience. A buyer persona is a cheat sheet for your marketing team. They allow your organization to market effectively through each digital network. Knowing your target audience will allow your business to reduce wasteful spending. This article will help you learn how to develop the perfect buyer persona and explain how your company can use them.
There are five different types of buyer personas that will fit a local business. Each persona requires different strategies to attract them to your company. Understanding each strategy will help funnel customers into your marketing campaign. Likewise, you will be able to figure out the customer lifetime value by analyzing campaign data.
“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing clients.” – Hubspot
A buyer persona is a fictional representation of your target audience. They help your marketing team drill down who you are trying to attract. Likewise, they help connect people to products and service your business offers. They help your marketing team create content that engages people. This helps tie the wants and needs of your customers to develop a conversation around your business.
What are some examples of buyer personas?
There are five buyer persona examples to choose from. But, it is important to understand how each persona can help your business grow. They speak to different interests and help reach the right customer. Likewise, they help you. view your company through the eyes of your customers. This provides a solution to figure out the type of problems your customers have and figure out want they need. All of this will help your company create a message that attracts the right customers.
Building the perfect buyer persona requires you to describe the exact customer your business wants to attract. They are not a simple description of your target audience. A broad target audience is difficult to sell to. There are various reasons why people are looking for something they want. A broad perspective could result in poor analytics when determining if your marketing message is reaching the right people. Instead, you should develop in-depth research. This will help you narrow down several types of customers to figure out which target audience converts the best.
How to Find the Best Buyer Persona?
Your marketing team must think like a detective when building buyer personas. They need to uncover the demographics of who your company plans to target. Here is a list of five ways to create a perfect buyer persona.
- Learn what your audience is looking for.
- Determine other options that they might try.
- Uncover ways to align each buyer decision throughout your funnel.
- Position your offer throughout your content strategy.
- Create great expectations through the buyers perspective.
You need to learn what your audience is looking for. If you don’t know what your audience is looking for, then how can you attract customers? Determining the alternative options that a customer may try allows you to find ways to gain their interest.
Think about it. When you are looking for a new place to eat or a new car to buy, where did you go to find answers? Did you read reviews? Answering these questions can help uncover ways to align each buyer decision to a content strategy for your sales funnel.
When you make it easy for your customers to find answers, you create a create a great experience for your customers.
Which Buyer Persona Works the Best?
There are five different buyer personas that your company should focus on. Each of them is unique and will need a different marketing strategy. These buyer personas are essential to the type of target audience for your company. Creating custom customer profiles can benefit your company by aligning your products and service with the customer.
The five types of essential buyer personas are:
- The Discoverer [Innovator]
- Early Endorser [Adopter]
- Fresh Crowd [Eerily Majority]
- Reserved Crowd [Late Majority]
- The Bourgeoisie [Excessive Traditionalist]
The Innovative Discoverer
The discoverer is driven by innovation. This type of buyer persona is actively looking to the newest product or service for a solution to a problem. They typically make their own rules. Unlike other customers, they do not have boundaries in the decision-making process. If they like what you offer, then they are sold.
This target audience can also help to get your product seen through various social media channels. Discoverers are quite influential regardless of the size of their following. These customers are the smallest group of buyer personas but can be powerful when launching products and services.
Early Adopting Endorser
The early endorser buyer persona is a group of customers that must understand all the benefits of an offer before making a purchase. They are thought leaders among their social network.
They like to set an example by trying out new products and services. Likewise, they are always looking for a leading edge in their industry. This target audience is slightly larger than the discoverer and makes up approximately 15-percent of your target market.
The Fresh Crowd of Early Majority
The fresh crowd represents a target audience who are reluctant to try new products and services. These type of people generally wait to get feedback. They turn to their social network and online reviews to determine if the offer meets their needs.
The fresh crowd focuses on the practicality of the offer instead of understanding the details. Reputation and longevity are vital to this target audience. They want products and service that provide an efficient workflow and improves their life. The fresh crowd represents 39% of your target market.
The Reserved Crowd of Late Majority
The reserved crowd is a type of buyer persona that is late to the party. They typically read what everyone says about what your company offers but wait until the price of the product or service to stabilize before making a purchase.
Cost plays a major factor in this target audience. The reserved crowd are customer centric and rely on mass publications when determining to make a purchase. Like the fresh crown, the reserved group of customers makes up for 39% of your target market.
The Excessive Traditionalist Bourgeoisie
The Bourgeoisie buy persona are excessively traditionalists. This type of customer waits until the price of your company’s product or service has bottomed out. They want to make sure that your offer is reliable and people in their industry trust your business.
The Bourgeoisie must feel like they absolutely need your product or service. They typically are ready to make a purchase when the rest of the market has moved on.
This target audience can be very tricky to win over and will take a long time to gain their interest in the products and services your company provides. Don’t worry because this buyer persona only makes up 5% of your target market.
Buyer Persona Examples to Think About
Learning each of the buyer persona examples will ignite your digital marketing strategy. This helps you identify the most influential target audience that fits your offer. Likewise, it will take time and money to mine data as you create the perfect buyer persona for your company. Be sure to include the interests of your target audience and create offers from the perspective of your customer’s decision-making process.
It is important to understand how your marketing team plans to reach new customers. Think of various ways you can capture their interest and get them in into your sales funnel. Likewise, you should determine how to target each audience by developing custom landing pages. You don’t want to send the wrong message.
Creating a content strategy will help you send the right message to the right buyer persona. Content is the key to attracting the right target audience. This is important when creating effective marketing campaigns. This is why your company should use in-depth customer research data.
A content strategy will help you market a product or service that fits the needs of a niche audience. It will also help you deliver the right message to a target audience who shows the most interest of your offer.