Significance of Buyer Personas in Inbound Marketing
If you are one those companies who are getting those wet into the inbound marketing stuff then probably you already might have heard the term “Buyer personas” a million times. But wondering what it really is and why you should care so much about it? Well, the concept of buyer personas in inbound marketing is all about knowing the personality traits, tastes, and preferences of your customers. Without actually understanding what makes them buy a particular product, all your promotional, content, and marketing stuff are likely to be ignored by your target audience.
So in order to make sure that your content is rightly targeted to meet your customers’ needs and preferences, inbound marketers have created the term “Buyer persona.” It is based on what their typical customer looks like. Now, the idea behind the creation of this buyer persona is that you can target every element of inbound content just in the right way.
Buyer persona helps you interact more with your customers
Let’s assume, your company sells oil-free face creams and one of your potential buyers is dermatologists. Now you want to develop content that will help your sales team sell more face creams.
A conventional marketing strategy might lead you to develop a sales brochure to describe how face cream is different from others and the reasons could include- The cream contains SPF, oil-free, or that your customer service is the best than any of your competitors.
Great content is important for inbound such as blog posts, webinars, e-guides, etc. that give all kind of answers to your customers concerns. In fact, the answer of “How to start a blog” itself lies in the buyer persona because you have to keep in mind your targeted audience before starting a blog.
Such kind of content will help you in convincing the customer about the product as they will be talking about the challenges and problems your customers may have. You can create such type of content by understanding every little detail about your customers.
So, what should a buyer persona ideally have?
Creating a buyer persona is just to have a better understanding about the people preferences who you are about to sell your products. In case you sales team doesn’t have relevant details about your customers then you can create one. Details like gender, age, profession, what brands they are familiar with, etc. will you a better understanding so that you can target your customers in a better way.
Buyer persona helps you create more content
Will move a step further in this step. More than just demographic information, the real content that helps you in understanding how to connect with your prospects is by knowing their pain points, key challenges, and other questions they might ask you while you selling them your product.
As a part of buyer persona content creation, you should work with your sales and marketing experts to pen down at least 10-15 questions that your customers may ask during the sales process. Now, not just only when they you, instead make such questions as topics for your blog posts and publish them on various social media channels and your own website. In that way, people will find your product as an answer whoever is searching same thing online.
Some of the ways you can do that is by:
- Running an online/offline survey
- Interviewing your target customers in person
In the process of improving marketing and measuring results, inbound marketing suite has made its way from companies to customers. Right from creating landing pages to calls to action, companies can now convert more web traffic. Inbound marketing suite includes:
- Calls to action
- Landing pages
- Lead management & tracking
- Marketing automation
That’s all it. A quick rundown of what buyer persona is all about and how it is important for companies to effectively sell their products and know their targeted customers.