In our previous post, we emphasized the importance of using targeting for effective lead generation. In order to help achieve the goal of targeted leads, we’re going to discuss the importance of creating a buyer persona.
What is a buyer persona?
Also called marketing persona and audience persona, a buyer persona is a detailed description of your brand’s ideal consumer. This is based on relevant data and market research on your existing customers.
The goal of a buyer persona is to understand your consumer’s sentiments, behavior, interests and more. Ideally, once you’ve determined your buyer persona, your brand will already have a guide on what to do to capture their interest, thus gaining brand loyalty.
Why your business should have a buyer persona
As we’ve underscored in our last post, brands that have a personalized marketing approach tend to resonate more with audiences. A persona helps you to find out how to personalize your marketing activities, business activities, product development, and channels to use based from your ideal audience.
Important characteristics that you should include in your audience personas
While humans are way more than the characteristics they have, it’s important to be able to paint a picture of your ideal customer, and the following characteristics will help you greatly:
- Name
- Age
- Location
- Income
- Background
- Interests
- Goals
- Hobbies
- Values
- Product pain points
Where can I obtain information for my audience personas?
- Sales data
- Facebook insights
- Surveys
- Focus group discussions
- Customer relationship management (CRM) tools
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