Social Media Sara starts her day scrolling through TikTok. She is an avid fan of podcasts and handles social media strategy at her company.
This is a snapshot of what a buyer persona looks like. You may have a great product or service, but without understanding your target customers, you might as well just market to the void. Buyer personas are the antidote to that. By creating buyer personas, you will gain clarity on who you’re marketing to and reach your ideal customers.
What is a persona?
Every business has a target audience, which is further divided into different customer segments. Within those segments, there are different types of buyers — not every customer has uniform wants and needs. A buyer persona details your ideal customer and maps out their story.
A buyer persona is linked to a buyer’s journey, but the buyer persona focuses on who will go on the journey. Take Social Media Sara, for example. Her company determined that their target social media person often spends time scrolling TikTok and listening to podcasts. Because of this, they might create a marketing campaign that meets her where she is in a targeted TikTok video or in an ad on her favorite marketing podcast.
Naturally, every business will have more than one type of customer — it makes sense to create multiple buyer personas for the different types of customers you want to reach.
When done well, buyer personas are incredibly valuable for marketing. They can help you find gaps in the content you create. You will also be able to use buyer personas to tailor your content so that it is relevant. Buyer personas can even help you figure out ad spend.
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By: Olivia Deng
Publication Date: 2022-12-21