What is the purpose of a Buyer Personas guide?
We've previously had a post about the marketing strategy and how to create it, another post we've been talking about the marketing strategy objective, and another post we've included the 4ps of marketing mix and how to use them, now we need to understand and learn more about What is the purpose of a buyer's guide? let's grab a cup of coffee and get started.
The buyer persona is a research-based customer profile that describes a target customer. Buyer personas describe who your ideal customers are, what the day's challenges are such as the challenges they face and how they make decisions.
It’s a common way to have multiple buyer personas for a business or even a product, for example, if the customer of your product needs to gain the approval of others before making their purchase, each individual involved in this decision is a separate persona. They can have different criteria to evaluate your product, and you'll have to create different strategies to identify those needs.
Buyer personas are usually also called customer or marketing personas (or even profiles), but it doesn’t matter which term you use, the purpose is the same. Buyer personas are helping businesses understand and empathize with their customers so they can do a better job of acquiring and serving them.
Why Are Buyer Personas Important?
After learning about What is the purpose of a buyer's guide we need to understand why are buyer personas important, Buyer personas are helping marketers to ensure that all the activities involved in acquiring and serving their consumers are developed to the targeted buyer’s needs.
It may sound like a no-brainer, but it’s not as simple as it seems.
If you’re paying attention to the way the organizations are presenting themselves, you’ll begin to notice that many of them start by talking about what they do not, and what the customer needs.
This is putting them at odds with the way people are making decisions.
When choosing a project, product or service, people naturally gravitate toward businesses they learn about and trust. And, the best way to build customer trust is to show unique understanding and concern for other people, in this case, your customers.
Gaining more trust as a business is requiring a subtle, but important, shift in the way in which you present yourself.
First, show your prospects that you get them by identifying their problems or needs, and will they be open to exploring what you have to offer them.
Creating the correct buyer personas, and continually using them to help your business, can help keep you centred on the needs of your consumer.
How Are Buyer Personas Used?
The process of creating a buyer persona is illuminating in itself, To create and develop a persona, you first have to ask yourself in-depth questions about your perfect ideal consumer type and personality, and this exercise alone will help you notice things you hadn’t before.
You might then make a comparison of your answers with these of your colleagues - this will unearth any inconsistencies in your perspectives and foster discussions to solve them.
So, one of the first benefits of creating a buyer persona is that it helps you gain more effective customer insights and cross-departmental alignment. This will ensure that the marketing process, sales, product growth and customer care all have the same view of your ideal customer.
You could then use your personas to guide the direction of your work. For example,
- Production development can get used to the buyer persona when creating product roadmaps. A buyer persona will help them recognise and prioritize changes to your offering based on what your consumers need the most.
- The marketing department can use buyer personas to create effective strategies. When creating a content marketing strategy, for instance, Buyer personas are essential. They help to focus keyword research efforts and are used as references when creating a copy. They could also assist in the identification and prioritization of promotional activities.
- The buyer persona can also help your sales squad build relationship with prospects and leads. By understanding what the lead or prospect is dealing with and coming prepared to identify their concerns, your sales squad will be much more efficient.
- And, finally, the customer care team could use personas to better help your customers. By being prepared for the problems your consumers are trying to solve with your product and the frustration it generates when something doesn’t work out, your support team will be able to offer more empathy. A little compassion can go a long way when helping a mad client.