Change the game and convert your prospects with Buyer Personas. Now you can understand who you are marketing to and how to get them interested. For years marketing was designed around what was referred to as a ‘Target Market’. In about 2010, the focus switched to a ‘Buyer Persona’. Don’t worry, many people still refer to it as a Target Market! I can’t tell you how often I still have to clarify myself when I mention Buyer Persona when meeting with a client.

So What’s the Difference?

It’s not just a change-up of words. There is actually a difference! Target markets gave an overall demographic information without getting too specific. For example, a target market would often look something like this:

  • Gender: Male
  • Age: 30-45 years old
  • Annual Income: $45,000-85,000
  • Location: Northwest United States

When it comes down to it, this is really very little information in order for marketers and their clients to create quality content and ads that convert to sales. This drove down the overall conversion rates for ads and content marketing. We wanted to start hyper-focusing on the information to extract more data. Slowly but surely, we began adding more and more data into our research of our ideal client…and that is how Buyer Personas were born.

Why Are Buyer Personas Better?

It’s simple. They include more information that is crucial to creating great content and targeting specific ads. Here’s what we mean:

  • Name: Jeffrey Daniels
  • Gender: Male
  • Age: 30-45 years old
  • Annual Income: $45,000-85,000
  • Location: Northwest United States
  • Reports to: Sales Director
  • Time at Company: 4-5 years
  • Role in Buying Process: Influencer of Sales Manager
  • Job Description: Works on updating training and tools for sales team all day for his company. Works on scripts and filters through leads.  He has the biggest influence in the programs and leads purchased by Sales Manager.
  • Trigger: “I’m looking for one company who can help with sales training and scripts that can also keep us up-to-date with useful technology. I keep wasting so much time researching when I should be implementing.”
  • Success: “I’m saving time using one company and have a clear outline to implement with the team. Now I can focus on individual training needs and troubleshooting.”
  • Concerns About the Product: Affordability; paying for the software takes additional money away from our marketing budget.

This is GREAT News!

Here’s why this matters, we can now base our marketing and outside efforts on actual facts and legitimate data rather than guessing or “throwing a blanket” email and hoping to catch someone’s attention.

Curious about how you can use Buyer Personas to grow your business?

One of the easiest ways to figure out your Buyer Persona is to get to know your buyer. We should all be taking time to get to know our clients. Once you know they are interested in their product, ask them a few questions. You can ask them questions about their likes and dislikes, what social media outlet they spend the most time on and what problem they are hoping to solve with your product or service. Often times you can set up your database or CRM to add custom fields where you can keep track of information like this. After a few weeks of gathering this information, you should be able to pull a report and start looking for similarities between your clients. You will likely have more than one buyer persona, but taking these simple steps will help you have a better idea of who you should be focusing on.

Next, match up their “problem” with your “solutions” and you know exactly what to start marketing to that client now and in the future.

Need help?

Download our FREE Buyer Persona Worksheet now. Reach out to us and we will see how we can help! We have a program that will help put together a complete buyer persona and even compare multiple personas.