The Power of Personas : Learn how to reach your audience

The Power of Personas (1)

Marketing is constantly evolving, today you can have great SEO, an active social presence and amazing content on your website but  many businesses still fail because the content you have created and the strategy you have developed is not reaching the right audience. To avoid it you’ll have to learn about Buyer Personas.

What is a Buyer Persona ?

Let’s look at the definition : A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.

Basically you’ll need to put yourself in your ideal customer’s shoes and learn how they think, what they need and what they want to be able to fully understand the problems they might face and ultimately provide a solution to them.

Making buyer personas is all about efficiency, like I said having great content that isn’t relevant to your audience is extremely counter-productive and will skew your data. While you don’t need to over-think it, especially if you’re in charge of a small scale operation, buyer personas will help you attract targeted visitors relevant to your niche resulting in better leads and conversion.

Note that personas do evolve with time and what’s happening in your niche, that’s why they need to be updated from time to time.

Why not just use keywords ?

Using keywords is the backbone of marketing today but times are changing, let’s look at advertising for example : companies were devoting a large amount of money into advertising campaigns but a lot of that advertising wasn’t as efficient as it could have been.

That was before social media and viral marketing, now it is easier than ever to target the right audience and big companies like Facebook and Google keep introducing new tools and ways to reach the right customers.

On top of that being able to understand what type of content has the potential to go viral, or at least get great engagement from your customers, is a very powerful tool making the creation of buyer personas essential for any serious marketer out there.

Persona Tools

There are a number of tools available online that which generates buyer personas once you answer a series of questions about your target audience. Below are just some of the tools that I use on a regular basis which help me develop a framework based on those customer experiences.

Alright, but how to make one ?

Making a buyer persona is not that difficult, you just need some quick research and common sense ! Here is a very simple model :

Title and Name
(For example : Casual User Joe) :
? Title
? Name

Background :
? Education, hobbies, job
? Relevant event that happened to our persona (divorce, accident, won lottery, etc)
? Urban/suburban/rural, relevant habits

Demographics :
? Age
? Gender
? Income

Challenges :
? Challenge number 1 (main challenge)
? Challenge number 2 (if needed)
? Challenger number 3 (if needed)

Goals :
? Goal number 1 (main goal)
? Goal number 2 (If needed)
? Goal number 3 (if needed)

Our solution :
? Providing a way to help them with their challenges
? Providing a concrete solution to help them achieve their goals
? Pitch

By using this very simple model you’ll be able to understand the issues your customers might have and quickly address them by adapting your content and products to their needs. Disregarding buyer personas today will almost certainly negatively affect your business so what are you waiting for, get to know your customers more !

Matthew Marley

Matthew Marley is a SEO specialist from Glasgow Scotland with a passion for the web and emerging technologies. With over 9 years experience Matthew specialises in SEO and has worked with some of the worlds biggest brands.

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