Crafting your Buyer Personas for a More Targeted Marketing Campaign
Remember that game, pin the tail on the donkey? How frustrating was that? I mean, you're up there trying to win a prize, blindfolded, in front of a bunch of taunting 10 year olds. As far as a 10 year old is concerned, the outcome is as important a moment as they could think of. Bragging rights. Pride. Candy!">
The following is an excerpt from our popular ebook, "The Ultimate Guide for Creating Profitable Buyer Personas." For more expert tips on researching and creating your company's buyer personas, be sure to check out the full ebook.
Remember that game, pin the tail on the donkey? How frustrating was that? I mean, you're up there trying to win a prize, blindfolded, in front of a bunch of taunting 10 year olds. As far as a 10 year old is concerned, the outcome is as important a moment as they could think of. Bragging rights. Pride. Candy!
Well...is your marketing sort of like a game of pin the tail? I mean, are you marketing blindfolded? Do you truly, honestly, know who your most ideal prospects are, and more importantly, what characteristics make them ideal?
This is exactly why buyer personas have become a critical element to any marketing campaign. It allows companies to more effectively market their product or service, as they have a much better idea on who needs it, who buys it, and what behaviors and actions may trigger a sale.
Problem is, most companies only have a general idea of who their prospects are, and they leave it at that. We've put together this helpful guide that provides tips for identifying your most ideal prospects, and also creating details personas in order to execute a more targeted marketing campaign.
The goal here is to try and picture your buyer in a “daily life” situation. We think about how they would likely research and look up information before making a purchase. We ask questions like:
- What sort of products or services do they spend time online researching?
- How do they plan on using those products?
- What do they do online (i.e. are they social media junkies? Do they read blogs?)
- Do they like reading “trend” pieces? Current events? Educational pieces?
- Do they watch videos or listen to audio (i.e. podcasts)?
- What kind of keywords do they use when performing searches online?
Once we get a good idea of what you think their buying behaviors will be, we’re able to work with our clients to start creating a tailored and targeted marketing plan that will really help you move your products and services.
Keep it Realistic
While you don’t want to think of a real person specifically in mind when creating your buyer persona (this may cause you to create too specific of a buyer persona that may end up being more limiting than helpful), you can use that “someone” as a sort of template for who the buyer may be.
But it's important to keep it realistic. Just because you think one group of personas is more adventurous in the buying behavior, doesn't mean they're avid skydivers. And really, how would that even help you?
Keep it realistic and relevant to the ultimate goal, which is to more effectively market your services to their interests and needs.
About John Bonini
As the Marketing Director of IMPACT from 2013-May 2015, John lead the IMPACT marketing team. He also wrote for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. In his free time, John enjoys playing guitar, high-fives, and anything with marinara sauce.