Whether you’re starting a new business or have been in the business world for years, you’ve likely heard the term “buyer persona” at one point or time. Though, what exactly is buyer personas, and why is it so critical for your business?
We’re going to unpack that in this blog and explain why it’s critical to create and understand these personas.
The term persona derives from Latin and originally referred to a theatrical mask. Actors wore masks to assume a persona or character. Think of the classic comedy and tragedy masks we still see in reference to the theatre today.
In the marketing world, personas are in-depth profiles of a brand’s target consumers. Rather than create a false identity, marketing personas seek to show the most realistic portrait of a consumer possible as a means of better understanding their needs and the best way to communicate with them.
Most brands will have more than one consumer persona because different individuals may support the brand, while others may heavily influence consumers, and these influencers need personas as well. For example, a typical business-to-business sales process might include the H.R. Director endorsing a product to the V.P. of H.R., who in turn seeks the approval of the V.P. of finance, who then seeks the approval of the CEO. Each of these individuals will have different needs for the product based on their position, and it is essential to understand how each will respond to the brand proposition. That is why personas are as relevant to B2B brands as those selling to the general public.
How are Buyer Personas Used
Personas are not new to the marketing world. In the beginnings of modern marketing in the 1960s (think Madmen), ad agencies used to write in-depth target customers’ profiles, giving them names and families and backstories.
Today, however, personas are even more critical because they have empowered consumers and democratized marketing. Brands now engage in conversations with their customers and prospects via digital and social platforms in addition to traditional media.
In life, we tailor our conversation based on what we know of the individual we are addressing; we talk to our Mom differently than our best friend. The same is true in marketing. We need to tailor our message to suit the audience, and as previously noted, a brand may have several audiences. This is not to suggest that a brand should be inconsistent in its approach. A brand, like a human being, communicates based on a set of characteristics and values. You will tell Mom you love wine just as you will tell your best friend. You will express it differently to each.
Why Buyer Personas are Important
1. Personas will help you narrow down your target audience
Buyer personas are critical to your business, as they’re the guiding force on how to market your business to your target audience. They’ll give you insight into how your target market thinks. Thus, helping you to tailor messages to your specific target audience.
2. Buyer personas will help to determine the strategic decisions you make
Buyer personas will help to determine the strategic decisions you make. You will know how your personas will react to marketing campaigns, how to best deliver information to them and what type of content is most valuable to them. A persona takes away the guesswork when it comes to your marketing activities.
3. Insight into Audience Behaviour
Buyer personas are critical to your business, as they’re the guiding force on how to market your business to your target audience. They’ll give you insight into how your target market thinks. Thus, helping you to tailor messages to your specific target audience. It should be noted that buyer personas are a constant work in progress and should be updated frequently. As your target audience grows and changes, your buyer personas should as well.
Buyer personas are in-depth profiles of a brand’s target consumers. They’re critical to your business and your efforts to attract and retain customers. For your business to grow and succeed, you need buyer personas.
Buyer Persona Experts
Are you ready to strengthen your brand and build your business? At Treefrog, we take a top-down approach to helping you develop your brand strategy. Contact us today to learn more about our branding services or get an instant brand quote.