INTRODUCTION:
Buyer Personas are all the rage in the marketing world. Having powerful buyer personas are a key component to a successful marketing program. In this article, we will go over 5 tips for creating powerful buyer personas, which will push your marketing solutions to a higher level.
These tips will elevate your marketing campaigns:
- Delineate the core pillars of your business- By delineating your core business pillars, you will be able to determine which products make the best sense for each market vertical. For example, consider each pillar to be an aisle in a grocery store. While a shopper may need multiple items from multiple aisles, they have an expectation of being able to find the items they are looking for in an organized fashion.
- Understand your buyers mindset- While this seems an easy task, it happens to be where most marketers veer off course with their personas. When creating a powerful persona, you will need to imagine yourself as the potential consumer, simplifying the navigation and information in a manner that passes the Flesh Reading Ease test. If a third grader can't make sense of your offering, you are missing the mark.
- Leave yourself room to grow- Buyer demographics change, and your personas will need to change with them. Don't paint yourself into a corner with a buyer persona that is too complex and intricate for your business. By all means, being vague is counterproductive, but being too detailed can cause you to miss potential opportunities.
- Walk before you run- Test two or three personas out before further delineating them into more strategic personas. Going back to the grocery store concept, you need to find aisle 2 before you head down to the rice section and then look for long grain.
- Use what you create- Most marketers spend a plethora of time creating buyer personas, only to fear using them, as they feel they may have missed the mark. You will never get what you don't ask for, so creating your content for specific personas is the key to forward progress with your inbound marketing program.
CONCLUSION:
It all comes down to simplified navigation that makes sense for your buyer, while starting slow, and climbing the ladder one rung at a time. Most marketers talk a great game about personas, but miss the mark during implementation. Make your personas powerful. Need help? Reach out. We're here to help.
