WHO ARE YOU TALKING TO?
Most people understand that one of the first things you need to know when you are developing your marketing strategy is to know your target market. A Buyer Persona takes that concept to another level.
A Buyer Persona is an in-depth evaluation of your customer (or more importantly, your ideal client). It’s a generalized (and fictionalized) character that you create to help you understand your customer better. By building a story, it allows you to dig deeper and understand the path he or she takes before deciding to buy your product or service.
When writing a Buyer Persona ask yourself:
- What are the typical age range, income, and lifestyle of your ideal client?
- What type of education do they have?
- What position do they hold at work? What are their goals and challenges?
- What ideas and ideals are important to that person?
- What are they reading and where are they reading it?
The more detailed your story, the easier it is to visualize how they speak, what they read, and their values. It helps you have a deeper understanding of your ideal prospect so that your business can thrive.
TIP FOR DEVELOPING YOUR BUYER PERSONA
Give your buying person a name or label the person. When I handled the marketing at the Shops at Pembroke Gardens, I called my ideal customer “Mom-by-Day, Diva-by-Night.” It was a descriptive moniker that helped me stylize advertising and communications more effectively. You can go so far as to snag a stock picture to help you visualize the person. Believe me, it helps!
After you have a Buyer Persona, you will understand who you’re communicating with when creating your marketing campaigns. It becomes easier to develop your brand’s voice and choose images. Better yet, you will have a reference point to help you stay consistent in your communication. You will feel more connected and engaged; in turn, so will your potential client!
By the way, it’s very likely that not all of your customers fit into one mold so don’t stop at one Buyer Persona. You can create as many as are necessary. To get started, try creating one for your typical client and one for your ideal client. It’s an interesting exercise when you see the difference!
Does your current branding appeal to your client? How about your ideal client? Does your messaging resonate with them and keep you top of mind? A Marketing Consultant can help you put together a marketing strategy so that you can attract the right people at the right times.
JAM offers complimentary, no-obligation thirty-minute marketing consultations providing expert feedback and guidance on your current marketing initiatives as well as actionable steps to improve your strategy. Reach out to Jackie here.