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Using a Buyer Persona to Market Your Small Business

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As a small business owner, not everyone is your customer. It’s almost impossible to achieve sustainable growth for your business if you do not know who your ideal customer is. Having adequate knowledge of whom you are selling to helps in maximizing return-on-investment, as far as advertising is concerned. As the marketplace becomes even more crowded with businesses fighting for attention, it’s more necessary than ever to hone in on your target audience and inspire action.

Establishing a buyer persona helps you internalize and understand your current customers, as well as potential customers. Consequently, this enables you to produce tailored content, customized products, and targeted messaging, as well as to offer services that meet the specific needs of your target audience.

How Do You Create A Buyer Persona?

As a starting point to discovering your buyer persona, it’s a good idea to be as broad as possible during the initial stages before getting into specifics later on. You should also keep in mind that most small businesses may have more than one buyer persona.

To develop the best buyer persona that will power your small business growth, you need to conduct market research and gather insight from your existing customers. This data can be sourced through the administration of questionnaires, surveys, and interviews.

Carry Out a Thorough Market Research

Crafting an ideal buyer persona is all about creating a personality that includes some, if not all, of your audience’s traits. And, there’s no better way to do that than by conducting thorough research. Basically, you’ll be seeking answers on who your customers are, problems they are actively seeking solutions for, and their needs. To collect as much information as possible, it’s paramount to hold surveys and polls through social media platforms and to interview current customers.

Also, be sure to look into how your competitors interact with their customers online. This puts you in a better position to understand who might be your customers and what media they are on. It has been proven that personalized campaigns drive 18 times more sales than typical broadcast messages.

Study Your Site Analytics

In recent years, more data has been created than at any other time in history. That means there’s a lot of data, which you can tap into to create your buyer personas.

Among many other data sources, your site is one of them. You can see where your visitors come from, what keywords they are using to find you, as well as the duration they stayed on your site. This data is exactly what you’ll need to understand who your customer is.

How To Use The Data You’ve Gathered

So what do you do with the data you’ve collected? You’ll need to analyze the collected data to pinpoint patterns and common traits. Use the findings to create a buyer persona template. The template should include (but not be limited to):

  • Persona name — Give it a name for purposes of humanizing it and making it more relatable.
  • Job title — Include basic company information such as size, sector, etc.
  • Demographics — This includes age, gender, salary, education level, family size, and location (urban, suburban, or rural).
  • Goals and challenges — How you can provide solutions and help them reach these solutions.
  • Values and fears — This should include any personal issues. You should also list common sales objections in this section.
  • Marketing message — How you communicate your products or services to this persona.
  • Elevator pitch — This contains your consistent marketing message with basics on tactics to use when selling to this type of customer.

 

Of course, this is not an exhaustive template. You can add other bits and pieces of information that can help you understand your ideal customer. And with all the information you’ve gathered, you should be in a position to target your advertising campaigns more effectively.

Knowing who your customer is will enable you to understand how they think and act. This should enable you to communicate with them effectively and eventually grow your business. Using a buyer persona is the secret to connecting deeply with your clients and to building trust and loyalty.

f you are not using PR as part of your brand building strategy, it may be time to consider it. Contact LifeFlip Media today to learn how we can help you grow your brand.

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