Buyer persona, schmuyer persona.
In the grand scheme of things, does it really matter?
Maybe your business is doing OK.
Maybe you’re struggling.
If your revenue is off the charts, I bet you have a fully defined buyer persona.
That’s because a buyer persona will help guide ALL of your marketing and sales efforts, so you’re not shooting in the dark.
Imagine it like this:
You’re given a bow and arrow. If you just hit the target, anywhere, you’ll win a million dollars.
You gather your bow and arrow, and walk up to the shooting range.
But there’s no target!
That’s what it’s like to do marketing without a defined buyer persona.
Ok. So I’ve convinced you that you need a buyer persona.
Don’t conjure one up out of thin air, please.
You’ll need some cold, hard facts and information to use to build the persona.
It’s not about your product, your goals, your needs. It’s all about them. What does your buyer persona need? How do they perceive you?
Here’s how to gather the information you need:
What kind of target is your business shooting at?
Is it broad and general?
Is it specific and focused?
Get your team together and start working on buyer personas. Devote enough time to the project so your team has time to interview customers and gather data. According to our experience, it takes at least 10 hours of devoted teamwork to actually get this done. Plan accordingly. start working on buyer personas. Devote enough time to the project so your team has time to interview customers and gather data. According to our experience, it takes at least 10 hours of devoted teamwork to actually get this done. Plan accordingly.
You probably have more than one buyer persona. But just start with one. The one that will have the most impact on your business – or that primary customer that represents the majority of your audience.
Be sure to test your marketing efforts and measure results, so you can tweak your buyer persona document as you go. Consider it a fluid document. The data you uncover from marketing should inform the buyer persona, so you can tweak it as time goes on.
One final consideration:
Be sure everyone on your team has the buyer persona and uses it to build social media content, blogs, offers, forms and more. The perks of developing buyer personas are significant.
The information will help your business build stronger marketing messages, reduce wasteful advertising efforts and spending, uncover buyer objections.
Does your business use buyer personas to inform marketing?