The success of a business depends on its customers. If a company’s marketing strategy focuses on the right kind of customers, chances are their product will be more prominent in the market — resulting in targeted traffic and a higher rate of conversions.
In order to create the kind of marketing strategy that allows for targeted audience to connect and stay as loyal customers, you need to understand your buyers’ persona.
What is Buyers Persona?
According to Hubspot.com:
“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”
I think this is by far the most simple and easy-to-comprehend definition of buyers’ persona. If you want to know who your ideal customers are, all you have to do is dig into your existing customer data and observe the pattern that emerges.
Doing some market research and understanding the details of your customers (their age, interests, likes and dislikes etc.) will help. All of this information will give you valuable insight to enable you to design your marketing strategy in a way that will attract more customers.
Why researching buyers persona is important?
When you know your target audience, you will focus your marketing strategy on them. This will enable you to save costs on tailoring your marketing campaigns, while creating them to be more effective, attracting more of your targeted audience to the website (or business). Additionally, chances of converting them into customers will be higher.
There are several benefits of understanding buyers’ persona. A few of them are listed below:
Creating informed marketing and sales strategies
Marketing and sales strategies need to be based on customer behavior. For example, if your target audience is wealthy and looks for classy and high-quality products, then offering them free and discounted merchandise might not work. Whereas this same strategy could work exceptionally well for another business with the same niche but that has a different target audience.
Providing stronger customer service
Now imagine that you run an online fashion store and most of your customers are active social media users. To stay in close contact with your consumers, your customer service would also need to be active on social networking websites as well as your business website via some live chat software.
On the other hand, if your business is more like The Workplace depot where you mostly have B2B clients, the best idea would be to provide a powerful offline customer service via phone, email and in some cases face-to-face meetings.
Customer service is a must for every business, but the medium you choose to communicate with your target audience is equally important. Making the right choice requires you to have detailed knowledge about your target audience or buyers’ persona.
Giving value for time and money
This one is very important. Unfortunately, I have seen some big names fail at it. The idea is to develop your content in a way that resonates well with your audience.
SEMRush.com is a great example of this. They know that their target audience includes webmasters and digital marketers who are engaged in various campaigns related to SEO, PPC and more. The website was able to understand their customer persona and consequently come up with a blog that provides a treasure trove of knowledge that is valuable to their target audience.
The target audience of Foundrmag.com includes young entrepreneurs and startups. Their blog provides valuable insight into subjects their customers are interested in. In the end, a happy customer who knows they are getting value for their time and money will keep coming back.
Creating spot-on UI and UX
If you are in an online business, you will agree that having a great User Interface (UI) and User Experience (UX) has a direct impact on profitability. We all know cases where a simple change in the color of the ‘buy now’ button pushed the conversion rate to over 12%.
How do we create an impactful UI and UX? By researching your target audience persona. It will tell you exactly who your audience is and what they like and dislike.
On basis of this research, it will be easy to design the theme and structure of your website to resound well with your target audience, bringing in more customers to your business.
At the end of the day it all comes down to this and it holds true whether your business is online or offline. In order to make your business profitable and to maintain a loyal customer base, make sure you understand your buyers’ persona well.