Do you think you know your customer? Of course you do. But how well do you know your customers?
Do you know why they should buy your product? What specific reasons are there for them being your customer? How can you effectively target your marketing to meet the questions they have at the beginning of the buyer journey?
A lot of business owners may think they are simply too busy to create or use buyer personas but customers are the most important part of your business, here are four of umpteen reasons why you should make the time to create and use buyer personas...
1. You already have a lot of the info to get started
You should have somewhat of a strong knowledge of your customer, what they like and what they don't - in terms of everything from the features of the product to how they communicate.
With this in mind, you probably have all of the basic knowledge that you would need to produce your buyer personas - yes, really!
Remember, although you as the MD or Marketing Manager might have this information, but there are lots of touch points your customer will make with your company that doesn't include you (sorry, but it's true). Ensure these buyer personas are filtered through to all of your customer facing staff and your operation automatically runs a little smoother (breathe a little sigh of relief!)...
2. Attract better leads
Your content needs to attract potential customers, it needs to help them make the decision to purchase and finally it needs to delight them and encourage them to promote your business (phew, that's a lot!).
How can your team create content aimed towards a potential customer that they don't know? The mind simply boggles!
Strategising content is crucial and producing buyer personas will help your team understand how your preferred customer likes to be communicated with, what their hesitations are towards your company (and how to banish them), as well as their personalities and SO much more.
If your team knows who they should be promoting to and what will catch your target buyer persona's attention, they are going to hone their abilities to effectively reach and engage more new leads and nurture them into customers!
3. Nurture more of your leads into customers
If you use buyer personas you are more likely to generate leads, because your marketing efforts are being specifically aimed towards the type of person who would be interested in your product or service. This also means you're saving time (as well as resource and budget) not wasting efforts on other methods that don't interest your target customers - or ultimately bring in the wrong type of lead (y'know, the time wasters who either won't buy or won't generate enough revenue for you)!
Implementing strategies based on your new buyer personas also help to nurture your leads, because your have a clear insight into their personal and work lives, so you can better connect with your lead and build a warm relationship much faster than with colder tactics.
4. Increase sales and improve future marketing campaigns
It doesn't stop with content! Your sales and product development teams can also benefit from this new founded information!
Finally...
Buyer personas work because they help to hone all of your company's efforts, but particularly with sales and marketing. Improving who you reach out to and how you reach them can automatically work wonders.
Find more like this via inbound marketing.
