By: Ashley Prewitt, Division Manager, Small Business Division
Stop and think for a moment about who you really want your marketing to speak to. That is, who is that ideal customer that you are trying to attract with your marketing efforts? To really get the best return on your marketing dollars, you need to know exactly who your target customer is. In the marketing world, we call this your buyer persona.
A buyer persona is a representation of your ideal customer based on research and data, and determining your buyer persona is quite an important step in your marketing strategy. Why? Because buyer personas provide great insight for your company. Knowing your ideal customer allows you to refine your messaging, speak to them in their language and understand any objections or hesitations to purchasing that they may have.
When developing your buyer persona, consider including demographic information, behavior motivations and business goals. For example, what is their title, occupation and level of education? What challenges are they facing and what results are they looking to achieve? What are their top concerns and where do they go for information? Knowing what your buyer values, allows for a deeper connection with you and your company.
One of the best ways to gather this information is to simply ask your customers. This includes current, previous and prospective clients. Not only does this interview process provide you with the answers to those important questions, it also allows you to hear, in their own words, exactly how your customer interprets and expresses their challenges and goals.
To help you get started, we’ve put together a free template for creating buyer personas that you can download here. Use this template to organize the key information you want to obtain from your customers and help guide your marketing efforts with a deeper understanding of your target persona.