The buyer persona is the solid foundation of inbound marketing strategy and it should be the first step in your marketing campaign. Well-constructed buyer personas dig deeper to reveal the attitudes, feelings and goals that motivate customers during the buyer journey.
This week, we will walk you through the definition of buyer persona and the top three things you should avoid when profiling your buyers’ persona. We will show you how to build your buyer persona in the next coming week. There will be a bonus in the third week – how to improve your buyer persona with Google Analytics!
The buyer persona is a profile of your ideal customer. While the profile doesn’t represent a real person, it summaries the similarities and characteristics of a specific target segment by sourcing data and information from your existing client base and market insights. You can use it to understand your customers, including:
- Interest and hobbies
- Pain points
- Spending habits
- Their preferred brand and influencers
With the modern age of digital, you should also include your ideal customer’s preferred brands and social influencers in your buyer persona profile. Knowing and understanding their favorite influencer can guide your influencer marketing campaign. A good example of a successful Influencer campaign is the story of Gymshark.
Things you should avoid when profiling your buyer persona?
#1 Making an assumption
One thing all business owners and marketers should avoid when creating a buyer persona is guessing – which unfortunately happens often.
Demographics + guessing ≠ buyer persona
#2 Creating too many buyer personas
Creating too many buyer personas will dilute your marketing campaign. If your business targets different industries, we advise you just to have a single buyer persona for each industry you’re targeting.
Quality over quantity !
#3 You describe the buyer, not the buyer’s decision
The buyer persona is different from the target audience. A buyer persona will help you understand your customer’s behavior and their buying process. There are just a few key pieces of information you want to include in your buyer persona profile. We advise you to include their behaviors, spending habits, motivations, pain points, and their preferred brand and influencers.
Stay tuned for our next blog where we show you how to create buyer persona profile!