Understanding your target market is a strong component of any marketing plan. But what is the best way to do this? The key is building buyer personas. Essentially, a buyer persona is a fictional representation of your ideal customer.
Building Buyer Personas
How do you even start to build a buyer persona? Let’s break it down into five key pillars that we can use to define your target audience. These pillars can be used as a strong foundation to understand your target audience and how to relate to them.
Demographic
- Age
- Education
- Geography
- Family Status
- Economics
Psychographic
- Hobbies and Interests
- Goals
- Values
- Lifestyle
- Motivation
Role
- Decision Maker?
- User?
- Influencer
Activity
- Existing alternatives
- Common apps and sites
Taking Action
- Needs and desires
- Barriers and challenges
- Pain points
- Definition of success
- Incentives
- Criteria
Let’s say you’re a new retail business specializing in artisanal handmade candles made with all-natural ingredients. How could your buyer persona shake out? Let’s explore a hypothetical persona together, shall we?
Meet Homestead Heather
- Demographics: A 35-year-old stay-at-home mom of two lively toddlers. Her partner works full-time as a nurse practitioner at the local hospital.
- Role: She is the decision-maker when it comes to decorating their home.
- Activity: Engaged on TikTok, Instagram, and Facebook, where she absorbs insights from her favorite influencers on all things homestead-related.
- Psychographics: Heather aspires to cultivate a home environment centered on sustainability and natural goodness, steering clear of mainstream consumerism in favor of supporting local artisans. She’s drawn to a serene, neutral aesthetic.
- Taking Action: Juggling the demands of motherhood, Heather often finds herself short on time and energy for in-person shopping excursions.
This depiction of Homestead Heather offers a glimpse into the persona-building process. For the sake of this example, let’s pretend we’ve already validated our research, interviewed customers like Homestead Heather, and have analytics to back up our findings. Now, we will use what we know about Homestead Heather to shape our content.
Now, pair this concept with all the people you want to attract to your business. Make as many buyer personas as suit your brand. Someone like Homestead Heather may have different reasons for buying your homemade candles compared to Gifting Gabe, who is trying to find a present for his girlfriend. Right! So, why sell your business the same way across the board?
That’s why it’s important to create buyer personas. It is your guide to creating content that will attract, engage, and delight your real buyers. Understanding your buyer is at the core of your entire inbound strategy.
Putting Your Persona into Action
First, define your objective with razor-sharp precision. Let’s focus on captivating Heather’s attention:
- Segment your contact database to spotlight Heather’s persona.
- Craft personalized email communications tailored to Heather’s preferences.
- Fine-tune your website content to align with Heather’s interests, enhancing SEO visibility.
- Design compelling calls-to-action that speak directly to Heather’s needs.
- Engage with Heather on her preferred platforms, such as Instagram and TikTok.
For instance, consider the content you create. Blog posts like “10 Tips for a Serene Home Environment with Natural Ingredients” or “Unlocking the Secrets of Sustainable Living: resonate deeply with Heather’s aspirations.
When it comes to email marketing, don’t treat Heather as just another recipient. Personalize your approach with subject lines like “Hi Heather, Elevate Your Home’s Ambiance Naturally!” – a far cry from generic, uninspired messaging.
Let’s not forget about social media—we know Heather spends time on Instagram and TikTok, so let’s meet her there. For Heather, you can create reels showcasing your candles’ craftsmanship and commitment to sustainability.
These are just a few examples of Homestead Heather’s persona in action. Meaning the possibilities for content creation are endless. Now it’s your turn. What personas are you going to build for your brand?
We understand that understanding your audience can be a struggle. It helps to look at who you’re marketing to as a person rather than a statistic — and that’s where your buyer persona can help. If you have more questions about building a buyer persona or creating content, feel free to message us!
