With business today, you have to break through a massive amount of noise to be heard. Some experts estimate that we’re exposed to as many as 3,000 or more marketing messages a day. So as a business, how do you navigate this over crowded landscape of marketing messages and reach your target audience?
It doesn’t come as a surprise that we’re more likely to trust recommendations from people we know. What is it that makes personal recommendations so powerful? There’s something to be said about the language that’s used in the recommendation. When friends or acquaintances provide referrals, often times the language is tailored to their own personal experiences, challenges or liking. In turn, this makes it relatable and creates interest based on our own preferences.
The other end of the spectrum that we’ve all seen for years is marketers using vague language in their ads hoping to connect with at least a few prospective buyers and recipients. Marketing has shifted towards brands that can communicate to their target audience’s exact wants, needs, preferences and experiences in the same way that a person you already know does.
The question is, how do you as a company communicate directly to your audience in a relatable, “personal” way? Read more to help understand how breaking through the noise with buyer personas can help you!
What is a buyer persona?
In simple terms, a buyer persona is a detailed description of your target customer. Compared to your target audience, a buyer personas is much more detailed including everything from demographic information to hobbies, and from career history to family size. The goal of a buyer personas is to outline and add detailed information as if it were a real person.
The advantage of having highly detailed personas, is that clearly defining your target customer(s) allow you to fine tune your marketing messages to the people you want to buy your products or services. In essence, making that prospect’s interaction with your brand much more “personal”.
After you’ve taken the time to develop your buyer personas, you can adjust everything from the words you use on the phone to the content that’s published to your website. Interacting with potential buyers exact wants, needs, preferences and experiences creates a more persuasive sales pitch. More persuasive messages result in more sales for your business, so take the time to learn how to create and implement buyer personas in your marketing campaigns.
How Do I Create Buyer Personas?
In effort to create detailed buyer personas, you need to determine how many general target customers your business has. Most businesses have multiple targets they are interested in, which requires outlining multiple buyer personas.
- Identify your target customer groups. Many business have already done this, often called your target audience. It isn’t necessary to create a detailed buyer persona for every possible target customer you can think of. We’d recommend, creating buyer personas for your top three best performing target customer groups. You can add more down the road.
- Conduct Research. After you’ve identified your target customer groups and honed in on your top three highest performing customer segments. Start the information gathering process, use questions such as: what is the buyer's role in their company? What type of company does the buyer work for? How does the buyer spend his or her day? The list goes on, but will be specific to your business, product and/or service.
- Having a hard time conducting research? Try: conduct traditional marketing research, send out questionnaires, check your website and social media analytics, talk to your employees, guess based on past experiences. Whatever it takes to discover more about your buyers and how to relate to them.
Once you’ve outlined your different buyer personas, try to complete your buyer persona template. We’d recommend HubSpot’s free resource: Create Buyer Personas for Your Business.
How to use buyer personas
After you’ve put in all the hard work of developing your buyer personas, make sure to implement them into your business messaging and marketing campaigns.
- Identify prospects by persona. Develop a method to help classify your prospects according to their perona. Ask clarifying questions to help narrow down where they fit, whether that is a personal interaction on the phone or email, or a simple web form to capture information.
- Track your personas. Find a good way to record the buyer personas you’ve assigned your customers either in with CRM field, spreadsheet, or however you keep track of your customer data.
- Send different personas into different marketing tracks or channels. This is where the fun begins. Take your prospects that you’ve classified into their unique buyer personas and target them to how you best relate to their exact challenges, pain points, questions, etc. Changing up your talking points on the phone or email, change your script on sales demos, have unique points of view on your blog, customer responses on your web content, or creating unique email drip campaigns.
The goal of developing and assigning buyer personas is to be able to humanize your sales content and marketing messages. Taking the time to classify your individual prospects according to their buyer personas, tracking this information and then using it to inform your marketing campaigns, you’ll increase the likelihood of your advertising messages breaking through the noise of today.