You’ve probably heard of buyer-personas but as an owner or manager of an SMB you’re too busy wearing too many hats and doing way too many jobs to figure out how they can help you. Quite frankly, many small companies can be quite disorganized and unprepared for the marketing know-how that will ramp up their business.
Many people aren’t completely sure of what a buyer-persona actually is and how knowing your buyer-personas can actually grow your business. So, as always, we’re here to help…
Let’s start with what it’s not. A buyer-persona isn’t just a simple description of your buyer. Having a flat profile of your buyer isn’t much help to your business and doesn’t add much in terms of marketing guidance.
Buyer personas go deeper into real buying behaviours than just demographic info. They provide in depth and valuable intel about what your prospective customers are actually thinking and doing as they figure out solution options to their business challenges. They focus on your prospective customers’ problems and pain points to enable you to position your business as the solution provider.
Buyer-personas reveal:
The whole point of creating buyer personas is to provide you with a much richer and deeper understanding of your buyers and their goal-directed buying behaviours. This valuable knowledge, or factual buyer intelligence, helps you tailor your content, messaging, product development, and services to their specific needs. You can then implement more highly effective marketing approaches and sales strategies that drive more conversions.
Buyer-personas play a key role in the design of your marketing plan – from creating valuable content that will be utilized, to the actual methods for distributing said content via the web i.e. blogs, e-papers, emails, webinars, videos etc.
When you know what your buyers think about doing business with your company, you can effortlessly align your marketing decisions with their needs and expectations. You’ll be able to boost your business, take it to the next level, and increase your ROI. Your competitors won’t be able to touch you!