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Buyer Persona Built. Now What?


May 10, 2017

Adele Revella is the author of Buyer Personas: How to Gain Insight into your Customer’s Expectations and CEO of Buyer Persona Institute. She blogs at BuyerPersona.com and recently shared her insight about steps to take after a buyer persona is built. 

Buyer Personas: What Are They?

While most marketers believe that a buyer persona should describe their ideal marketing target, this is only one piece of the puzzle. Instead, a buyer persona acts as a broad sample that helps marketers understand typical buyers in their target market. This way, they can more easily influence those all-important purchasing choices at the exact right moment.

When developing a buyer persona, marketers should understand that the most vital aspect is how life circumstances, personality, and taste add up to a buying choice including how and when the choice happens.

                    Image via Bigstock

Approaching Buyer Personas with a Content Strategy

All companies should develop new ways to approach buyers while arming themselves with a content strategy and relevant messaging; these are based on everything that a marketer has learned about the attitudes and thoughts buyers have about the purchasing decision. The buyer persona informs how the content strategy and messaging are formed.

It is important to ask:

  • What are the buyers’ real concerns?
  • How can a company more specifically accomplish meeting the buyers’ needs?
  • How can they provide evidence that they will, in fact, meet the needs they said they would?

Answering the Buyers’ Questions

For every company and product that they consider, buyers will ask the same questions pertaining to what’s important to them as people and consumers. As such, marketers need to have unique answers ready in order to stand out. A different strategy or approach is not always the goal, but rather avoiding clichés and presenting (and delivering) one-of-a-kind solutions.

Marketers should definitely highlight what makes their company stand out from the rest, but the point is to find a sweet spot where two major factors converge: what the buyers want and what the company offers. Especially when a small company is looking to grow, there are most likely areas of the market where it can serve buyers incredibly effectively and others where it may not be as effective for meeting their needs.

A buyer persona can help experts figure out each side, and is thus an important marketing tool with immeasurable value.




Edited by Maurice Nagle

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