There’s a reason why customer personas / buyer personas / audience personas are used extensively in marketing. Do you know why? It’s because they actually work!
If you’re still not sold (trust me, I was a skeptic too) here are 4 reasons why buyer personas are important which may help you change your mind.
1. You’ll understand their needs
Creating buyer personas isn’t easy. You don’t just slap a name on your target audience and call it a day. Instead, you’ll be detailing out what makes this persona a great representation of your audience.
Here’s an example for you.
If you were going to create a fitness business, you need to choose the kind of person that you want to target. Is this someone out of shape who wants to get healthy? Or is it a hardcore bodybuilder?
By making your brand target the hardcore bodybuilder, you are obviously actively pushing away a portion of your audience. This may seem detrimental to your business
, but for the right people – the bodybuilders – your brand just became fascinating. It became their bread and butter. And they’re going to want to join almost instantly when they see your brand.
So, decide on this persona and then write down some things about them:
- What are their hobbies and interests?
- How old are they?
- What gender?
- What kind of income do they have?
You’ll make note of their job title, their demographics, their challenges and goals, their values and fears, and so much more. When you have all these details gathered, then you can comprehend their needs. And you’ll be able to create content that will meet these needs.
2. You’ll see where they are in the customer journey.
Having a sales funnel in place is crucial for brands of all sizes. Knowing the current stage of the funnel your ideal customer is in will help you deliver content based on where they are in the funnel.
Are they still hanging out in the Awareness or Consideration stage? Or have they moved into the Decision stage and are ready to pull the trigger on their purchase? Create content based on these stages to lead your persona down your funnel.
(Check out Hubspot’s 7 free customer journey map templates
3. You can build a better marketing plan
Without understanding your audience’s specifics, it would be almost impossible to develop a marketing plan catered to your audience. Having a great marketing plan will allow you to capture your audience. But you need to know who your audience is so you can actually carry out the plan.
It’s kind of tricky when you think about it, but you can always adjust your plan as you go. Eventually, you’ll know your audience and you’ll have a marketing plan that draws them into your business!
4. You’ll get better and more qualified leads.
By focusing your marketing efforts on the right types of people, based on your personas, you’ll get better, more qualified leads. Your content is made especially for them. They will relate to your content because it gives them a solution to their problems.
So, you’ll have people signing up to be your customer or your client, simply because you were able to address their needs. All thanks to your persona-based content marketing plan!
Learn more about content strategies in our recent blog: 3 Key Elements Of A Winning Content Marketing Strategy