Time to develop some personas
Who wants your solutions?
Buyer personas help you understand your customers (and prospective customers) better, making it easier for you to tailor your content, messaging, product development, and services to the specific needs, behaviours, and concerns of different groups.
In other words, you may know your target buyers are IT orientated, but do you know what their specific needs and interests are? What is the typical background of your ideal buyer? In order to get a full understanding of what makes your best customers tick, it’s critical to develop detailed personas for your business.
The strongest buyer personas are based on market research as well as insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. But if you’re new to personas, start small! You can always develop more as time goes on. Then again, why do you need to do all this…?
Personas Aid Marketing Efforts
At the most basic level, developing personas allows you to create content and messaging that appeals to your target audience. It also enables you to target or personalise your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas.
Furthermore, when combined with lifecycle stage (i.e. how far along someone is in your sales cycle), buyer personas allow you to map out and create highly targeted content.
And, if you take the time to also create negative personas, you’ll have the added advantage of being able to segment out the “bad apples” from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-customer -- and see higher sales productivity. A big thumbs up from us.
We are serious about personas, we have a long list of them and the chances are if you are reading this then you fit nicely into one of our categories!
To learn more about personas, contact us here.
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