Understanding Buyer Personas and Their Benefits for Business
In the world of digital marketing, buyer personas are important as one of the strategies used to identify consumer desires. Every business must be built based on consumer demand in order to get a clear target market.
This is agreed by most business people in order to optimize the buying and selling process in the right market. Buyer personas are believed to be able to make it easier for a business to find ideal target consumers.
What is a Buyer Persona?
Buyer persona is a representation of the ideal customer of your business obtained from data and research. Buyer personas describe who ideal customers are, the challenges they face, their daily activities, and how they make decisions.
Having several buyer personas for your business is normal because consumers who will buy products or services from your business have different characters and reasons. Therefore, you also need a different strategy to meet these needs.
Buyer personas help your business understand and empathize with consumers. This aims to enable a business to adjust its actions or responses better in an effort to provide the best service and experience for consumers.
The Importance of Buyer Personas
Buyer personas will help your company understand consumers and potential consumers better. This will make it easier for your team to create content, messages, develop products and services so that they can meet the needs, behavior and attention of your target audience.
In order to gain a full understanding of the driving factors for your consumers, it is critical to develop detailed personas. Here are some things to analyze and determine:
- Look into your contact database to uncover trends in how consumers and potential consumers respond to your company's content.
- Use forms intended to collect information about important personas. This form can be embedded on your business website or social media.
- Consider suggestions and criticism from your company's sales team about the consumers they interact with most. What conclusions can they suggest about the different types of customers most served?
- Interview consumers and potential consumers to find out what they like about your business's products or services.
After going through the initial stages of the research process, your company will have a lot of raw data about consumers and potential consumers. The next step that must be taken in your research is to identify patterns and similarities from the various answers obtained from interviews or filling out forms.
It's best to develop one primary persona and share that persona with other teams in your company. It is hoped that this main buyer persona can help your company understand and respond to suggestions from consumers. Apart from that, you can also align cross-departmental understanding of consumer needs.
Benefits of Buyer Personas in Operational Activities
This will ensure that the marketing, sales, product development and customer support teams will have the same view of the ideal customer target. That way, you can use this persona as a reference to continue various types of work, including the following:
1. Clearer product roadmap
Product development can use buyer personas when creating product roadmaps. Personas will help them identify and prioritize changes to your offering based on your customers' key needs.
2. Marketing strategies that are more targeted
Marketing teams can use buyer personas to build effective strategies. For example, when creating a content marketing strategy, personas will help focus keyword research efforts and be used as a reference when creating copy or promotional materials. Personas can also help in identifying and prioritizing promotional activities.
3. Understand target customers accurately
Buyer personas can also help the sales team to establish good relationships with potential consumers. By understanding what potential customers are facing and being prepared to provide solutions to their problems, the sales team's task will become more effective.
4. More personalized customer service
The customer support team can use buyer personas to provide the best service for consumers. Trained to solve problems experienced by consumers through the products or services offered by your company, or the frustration that arises when things don't go according to expectations, the customer support team will be able to show more empathy.
A buyer persona is a research-based business profile that represents your target audience. The goal can be to optimize the business to align critical aspects of sales and support for greater success.
Creating buyer personas can also narrow down the groups of consumers who will benefit from the solutions your business provides. This is very important to continue to strive for factors that attract consumers and retain existing consumers.
Brand persona can be the identity or identity of a product, service, or even a company. Company executives can also learn this through the Strategic Brand Management program in line with the aim of creating quality, consistency, competence and reliability of your products and business.
