When I meet with potential clients, I always ask them to identify their target demographic, also known as buyer persona. Sometimes they may respond by saying that they don’t have a “target” or that they want anyone that will buy their products and services. Other times they might not know what their buyer persona looks like. What I do then is ask them a series of questions to help them to identify their buyer persona.
Here are some key factors to consider when identifying your buyer persona:
- Gender (if applicable).
- Age Range.
- Job Title.
- Yearly Income.
- Education Level.
- Personal Interests.
- Professional Affiliations.
- Personality Type.
These factors will give you insights as to where you will find your audience and how to effectively communicate and engage them. For example, one of the qualities that I look for when I am interviewing a potential client is to find out what philanthropic ties they have. I have found that I thoroughly enjoy working with clients that are involved in philanthropic work or causes. I have a deeper understanding for what makes them tick, what compels them to engage, and it builds a sense of camaraderie that we wouldn’t otherwise have. Asides from that, when I create content about philanthropy, they are more likely to like, comment, and share.
Some of the ways you can use buyer personas in marketing are:
- Target a specific audience.
- Address specific issues and concerns.
- Create an effective marketing strategy.
- Speak in a language that will resonate with your audience.
- Develop products and services that your audience will want and can afford.
For example, rather than saying “people are concerned about the quality of their food,” you can say, “more parents these are looking into organic foods as a way to keep their young children healthy”. The first headline is very general. “people” could literally be anyone. The “quality of their food” is also very generic. The second headline is targeted at parents with young children who are interested in learning about organic foods. It targets a specific audience who is far more likely to engage because it is personal to them.
Identifying your buyer persona is the first step in creating effective marketing content. They provide a wealth of information that will allow you to identify where to focus your marketing efforts and how to improve your products and services to best fit the needs of your target market. Rather than chasing after leads and having to sell yourself, you will be able to attract leads that will more easily turn into clients.