Did you know that 82% of companies that create a buyer persona have improved their value proposition? And, 71% of companies have exceeded their lead generation and revenue goals due to creating buyer personas?
The main reason behind this phenomenal success is because B2B brands are finally listening to what their customers want and need. They are taking the time to understand their pain points and create a customer-centric marketing strategy that is molded to their customer's desires.
In this ‘What You Need To Know’ guide, we will discuss what a buyer persona is and why you need to create one. Also, our brilliant team at CopyHouse has created a free downloadable buyer persona template that will kickstart your customer-centric journey today.
In short, a buyer persona or customer avatar is the fictitious profile of your business’s ideal customer.
This persona is unique to your business and allows you to have a customer-centric approach when marketing.
Every business, regardless of size or sector, must have one or multiple buyer personas. In fact, according to some marketing experts, 3 to 4 buyer personas usually account for 90% or more of their company’s sales.
Why? Well, depending on the scale of your business, you may branch out into new locations or offer new services. When this happens, you need to update and build on your customer avatar or buyer persona to see what has changed and what has remained the same.
Building one or multiple personas will ensure that your brand is speaking to the right people and not addressing everyone. After all, if you speak to everyone, you’ll reach no one.
As the business grows, it’s easy to lose sight of why you started in the first place. More times than none, it’s to offer a product or service to support a particular customer and drive sales.
In the technology sector, tech is rapidly advancing and with these changes, technology and FinTech brands can lose sight of the bigger picture — catering for their customers.
Creating a buyer persona helps brands reign this in and focus on a customer-centric marketing approach that personalises their marketing efforts and allows them to reach their target audience. In turn, this will increase prospects and generate stronger leads.
According to Hubspot, 99% of marketers stated that a personalised approach to marketing has enhanced their relationship with customers. Building these relationships by understanding your audience can speed up the buying process in B2B marketing.
That’s not all, other benefits to creating a buyer persona include:
1. Discovering what platforms to use to reach your target audience.
2. Understanding other cultures and traditions and avoiding any inappropriate marketing campaigns when branching your services abroad.
3. Narrowing down your target audience and speaking directly to your main audience.
4. Knowing exactly what to say and avoiding any fluff.
5. Becoming a thought leader in your sector by offering the best advice and services to those who need it.
A buyer persona is more than just listing a few characteristics of your potential customer. To create an effective persona you must dig deep into your business's core, and reflect on your offerings and why they’re unique to you.
You must then look at who your ideal customer is, what are their core values, what are their long term and short term goals, what challenges are they currently facing and what is keeping them up at night. You can also look into what platforms they frequently use and where they obtain their information from.
By researching and understanding who your customers are, you can then cater your offerings for them.
Building a thorough buyer persona can also help you create a brilliant marketing strategy that reaches your target audience, helps your brand generate leads and pushes them through the sales funnel.
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