Buyer personas are a big buzz term in the marketing
atmosphere these days, with more and more big brands asking agencies to develop
creative marketing for their target audiences. With consumers becoming more and
more marketing savvy and receiving their information from less traditional
avenues of marketing the need to understand and develop a deeper understanding
of customers has become even greater.
So what is a buyer persona? A buyer persona is a semi-fictional profile of a potential customer based on research from things such as
interviews, focus groups, market research and industry knowledge. The buyer
personas created from this research are representations of the different types of customers that
you are trying o communicate to, with a view to move them further along the buyers
journey.
Buyer persona profiles can vary, and can include insights
from any of the following;
- Name, age and geographical location
- Media and information consumption
- Buying motivations
- Potential problems and challenges
- Aspirations and goals
- Hobbies and interests
- Background and personal life
- Personality traits
- Main roles and responsibilities
- Shopping and news preferences
- Education level
- Interview quotes
- One day in the life of…….
These insights that are gathered can be an invaluable route
to better understanding a customer and their goals and barriers to purchasing
your product and engaging with your brand. The profiles created can help to
define a more succinct and targeted marketing strategy supporting your brand
objectives whilst improving the experience a potential customer has with your
brand.
Below is an example buyer persona we have put together to
show the type of information and insights that are needed in order to develop a
marketing strategy for a B2B customer.
Specific things to notice are the media consumption and pain points.
These are the key drivers to defining your strategy in offering a solution to
your customer and how they will learn about it. Tailoring your content and
sharing them across channels that are specifically aimed at your buyer personas
can have a very real impact on your sales and marketing figures.
For more information about how we can help you to develop
buyer personas and content for your customers contact The Purple Agency
at sayhello@purple.agency
Holly Waite
Holly works in the business development and marketing team, helping to drive Purple's new business strategy. She has worked with Purple for over two years and supports Purple's teams in delivering engaging experiences for our clients.