Buyer personas are fictional, generalized aggregations of your typical types of customers. These fictionalized representations help you relate to and understand your customers and prospective customers better, and make it easier for you to tailor content to their specific needs, behaviors, concerns, and buying scenarios. Following are five significant ways in which personas can dramatically impact your business:
- By targeting different personas with the offers and content they’ll be most drawn to, you can delight them with your products and services and earn their business.
- You can increase your number of “pre-qualified” leads through more precisely targeted marketing, thus, attracting the right leads and closing more sales with less effort.
- By understanding the needs and wants of your customers, you can develop new and/or improved products and services that appeal to them even more than your current offerings.
- Determining where your customers spend their time online and offline gives you clearer insights into where and how to promote your company, and how to more effectively reach new prospects.
- You will more productively spend your time and energy by attracting and retaining your ideal customers, wasting less time attracting unprofitable prospects.
Because consumers now exercise much more control over the buying process than ever before, it is critical to understand the importance of buyer personas in meeting the unique informational, service, and product needs of your customers. As you fine-tune your buyer personas and focus your marketing efforts on the most profitable ones, you will discover how they have the potential to transform your business into a money-making machine.