By Sharon L. Hadden on September 14, 2017
We’ve been sharing tips on how to identify your target audience, as well as how to find your target audience, and thought we’d take the concept of audience targeting to the next level with buyer personas.
So, what are buyer personas? According to Hubspot, buyer personas are semi-fictional representations of your ideal customer, based on market research and real data about your existing customers. As a Hubspot Partner Agency, this is the definition that we’ve adopted over the years.
Buyer personas are an impactful way to apply target audience research to your marketing strategy. Since buyer personas use a mix of research and imagination, they are far more valuable than simple demographic information.
If you’ve ever wondered, “How do I segment my audience,” buyer personas are the key. Personas provide the opportunity to break down your target audience into even smaller groups, based on specific behaviors, motivations and goals.
Most marketing for women focused business is based on multiple buyer personas. In our Get Your Content Together Guidebook, we use the example of Christina Travis, age 39. She falls into the demographic of a Richmond, Virginia Gen Xer, but beyond that, her buyer persona details how she spends spare time, as well as what she values most.
Buyer personas for small business are a great way to make marketing easier, since detailing your customers’ challenges, needs and motivations puts you one step closer to crafting the perfect sales pitch for them.
For example, while Christina had family and health values, Lisa Gutiérrez, within the same age group, has a taste for luxury goods and lavish date nights with her boyfriend.
As you can see, buyer personas are three dimensional characters that describe each segment in your target audience, and according to Hubspot, business owners that do the work of creating and using buyer personas have websites that are 2 – 5 times more effective. By understanding the different segments in your target audience, you can craft messaging that’s most appealing to the needs and motivations of individual customers.
It takes time and effort to get to know your audience, and understand what they are thinking, feeling and wishing. Get started today, with our quick guide on how to create buyer personas, and subscribe to the blog for endless content marketing tips for women in business.