One of the first things you should do before planning your digital marketing strategy, is understanding your buyer persona. They are important for a number of reasons, few of which are mentioned below. But we know what you’re thinking – what exactly is a buyer persona?!?

A buyer persona is a made up representative of your ideal customer. This can be created based on existing customers and research on potential customers. Information that is incorporated when creating buyer personas include demographics, job, goals, behaviours, and challenges. Some companies even go a step further and give their personas a name such as Buyer Bill!

Now, let’s cover the 4 most important reasons we believe they are important.

1. Recognise needs and wants

While studying and identifying the various goals and challenges that your buyers have, it makes it easier to pinpoint what they require from your business. Once you understand these, you’ll be able to understand what to offer your customers and how to position your product so that you can sell to them.

2. Understand how they might go about making a purchase

Creating buyer personas means you gather insight on how your customers go about making their decisions to purchase. For example, if many of your customers spend a lot of time online, chances are they’d be researching about which item to buy online. Therefore, you would know to focus a lot of your selling online.

3. Targeted content

A lot of times, companies are at a loss for the sort of content they should be producing. Buyer personas provide a direction for your content – tailor content for your buyer persona now that you know more about them! It also allows company to focus their content more so that they can target their customers better.

4. Gain quality leads

Although last, this is the most important. It’s all well and good to get leads for your company but at the end of the day, if they’re not your ideal customer then chances are that they won’t make a purchase. Understanding your customer means you can gain leads that have a higher rate of converting, thereby helping you reach your ROI.

Here’s an example of a buyer persona that we’ve created, however, you can access Hubspot’s template for a buyer persona here.

 Now that you know why to create a persona and have a tool to help you do so, go ahead and strategise! 

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