The Benefits of Buyer Personas for Your Business
As a Business owner, I am sure you spend a lot of time thinking about two things in particular; how to win new customers, and how to keep them coming back.
But when was the last time you took a long hard look at who exactly your customers are?
If the answer is “I don’t remember” or worse yet, “never,” then it’s time to stop whatever you’re doing and discover the importance of buyer personas. After all, a well-crafted buyer persona can be the difference between failure and success for any business.
What Is a Buyer Persona?
A buyer persona is a fictional, generalized representation of both your current and potential customers. Think of it as a snapshot of your ideal customer, built by studying existing customer profiles alongside a mix of market and competitor research.
Understanding the numbers is essential for creating buyer personas, but the really effective ones involve much more than just listing the demographics of your ideal audience. Instead, you must combine qualitative and quantitative data to get the fullest picture possible.
You need to know things like the challenges your customers face, what interests them, or how they make decisions. This helps you to better understand and empathize with your customers.
Why is the Buyer Persona Important for Business?
Having a buyer persona for your business makes finding and keeping new customers easy, as all your efforts are tailored to meet the needs of this ideal representation.
It might sound simple, but the truth is less straightforward.
The best way to meet these needs is to show genuine understanding and concern for the other person – in this case, your customers. If you can’t connect with them or their needs at the most basic level, they’re gone.
Think about it; you only get to make one 1st impression, so make it about what they want, not what you have.
Always start by showing potential customers you understand them by addressing their challenges or pain. Only once you’ve shown them you know where they are coming from should you explain what you are offering.
A proper buyer persona should give you enough details about your potential customers’ pains or challenges. Once you have that information, you can create content and plan strategies to target these specific customers with tailored content.
But more so than anything else, a good buyer persona helps decide to decide:
- The direction of future product development.
- The types of content to create.
- The best way to follow up on leads.
- How best to deal with finding & keeping customers.
The 4 key benefits of Buyer Personas
Any aspect of every business can be improved with a good buyer persona. Your insights into your ideal customer’s behaviors and attitudes can benefit marketing, sales, product development, and customer service.
An accurate persona helps you make better, more informed decisions across every part of your business, saving you resources and increasing revenue.
1. Tailored Marketing
A decent buyer Persona helps marketing teams plan and improve tactics and methods for finding new customers (and keeping the old ones coming back).
Whether it’s keyword research, ad copy, content placement, or designing deals, the insights gained through a buyer persona help create the most effective marketing strategies.
2. Simplified Sales
As I’ve said, a buyer persona can teach you all about a potential customer’s pain points and challenges. When trying to make a sale, whether it’s face to face, over email, or via an online store, you can use this information to guide you.
Show you recognize their need, then highlight the product or service they need. If you can demonstrate that you understand their problem, the chances are high they will trust you can solve it too.
3. Improved Product
You might have an awesome product or service, but that doesn’t mean there isn’t room for improvement. When searching for ways to make your offering even better, look to your customers for inspiration.
A buyer persona can show you what the audience needs from the service or product, highlight what works, and show you what doesn’t. These insights allow you to prioritize product changes from which your customers will benefit.
4. Effective Customer Support
The information you learn about your customers through detailed buyer persons can help improve your interactions, build trust, and provide support.
By recognizing the full range of potential problems and challenges customers face, you’ll be better prepared to provide tried and tested solutions exactly when needed.
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