The Quick Guide to Developing Buyer Personas to Help Shape Your Content

One of the best ways for businesses to personalize their marketing messages is to develop buyer personas. Buyer personas are fictional representations of your ideal customers. Personas help buisnesses understand and relate to their ideal customer as real humans. They are created for the purpose of tailoring a more complete and uniform message to deliver to the target audience. Understanding your customers is key for content creation, lead follow up, and anything that relates to customer acquisition and retention.  When developing these various personas, there are a few key points to keep in mind to enjoy the best overall results.

Create Personas That Closely Are Linked To The Business Target Audience

Before incorporating characters or personas into marketing material, it is be best to fully develop these personas. Defining their name, age, gender, goals, values, family, education level, interests, and more are important. Most businesses will benefit from having approximately three to five different personas that each represent a certain segment of the business’s larger target audience.

Think About Each Persona’s Motivators To Buy Products And Services

There may be many reasons why individuals are driven to purchase a business’s products or services, and each persona can be developed to more thoroughly explore these motivations. This may require a business to conduct market research, to analyze statistical information or even to reach out to consumers through social media outlets or surveys. The customers should be able to see themselves in at least one of the personas that is created, and this means that they should be able to relate to at least one of the motivators that is developed through the personas.

Tell A Story For Each Character

When a marketing persona is introduced, it is generally best to develop an on-going story for each persona. The story that is created for each persona may not reflect each member of the target audience, but each member in a segment of the target audience should be able to relate to the story in some way.

Characters and personas are a wonderful way for businesses to personalize their marketing messages, but the development and introduction of these characters should be handled with care. Through careful planning, market research and intensive developing of these characters up-front, the development of these characters can be transformative.