Episode 111: How To Use Buyer Personas To Reach The Right People
It's difficult to start marketing for your business if you don't know who you're selling to. This is where buyer personas come in, a.k.a your "dream client." In this episode, Erika & I sit down to discuss all things buyer personas such as what they are, how to make them, and how you can use them for your business advantage!
What Are Buyer Personas?
Buyer personas are fictional, generalized representations of your ideal customers within your target audience. Think of it like a sketch of a key segment of your target audience. BUT, be sure to keep it realistic. Buyer personas can be used to help you understand your customers, prospects, and who you should be focusing your time on targeting. They can help you tailor content to fill the needs, behaviors, concerns, and triggers of different target audience groups.
How Do You Make A Buyer Persona?
First, you’ll have to do some market research and gain insights from your current customer base. Start small. The number of personas you have should depend on the size of your business. Specific targeting allows you to target to get more out of your marketing efforts. You can do research, send out surveys, and interview your target audience. Remember to define from your client’s perspective when creating buyer personas.
What Are Negative Personas?
Negative personas are fictional, generalized representations of individuals that you DON’T want as customers. This will help you “get over” people who don’t fit so you can move on. They allow you to not beat yourself up when you pass on a potential client and when new clients try and bargain your rates. In other words, negative personas will save you time! Knowing the type of person you don’t want as a customer is sometimes more important than knowing your customer.
How Can You Use A Persona?
Personas allow you to personalize and target your marketing to better relate to segments. For best results, use your buyer personas to create content for your prospective clients to hit them at different stops along their buyer’s journey. For example, you won’t want to use the same messaging to a persona who is in the awareness stage and another who is in the decision stage. Other things to try are:
- Try segmenting your email marketing. Create campaigns targeted at different personas at each stage of the buyer’s journey.
- Make a newsletter for each persona.
- Create Ads and create audiences on Facebook and boost the ads to the appropriate
- Use negative personas to filter out those who are a bad fit to lower your clicks from ‘bad leads’
To Set Up Your Persona…
You’ll need to give them a:
- Name & Photo.
- “A Day In The Life” Story
- Goals, Hopes, & Dreams
- Challenges, Worries, & Fears
- Digital/Online Habits
- Biggest Influencers
- How Your Company Can Help Your Persona
- Common Objections
- Real Quotes
- Marketing Messaging & Elevator Pitch
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