One of the most important parts of marketing is to identify your target market.
If you don’t know who your potential customers are, how can you design and implement an effective marketing campaign? Not knowing who you are trying to attract with your marketing is a common problem among small business owners. Unless you are a giant multinational corporation with a ubiquitous product, you shouldn’t try to appeal to everyone.
It is crucial to narrow your market, focus on your niche and create powerful promotional content for that niche. To properly identify your target market it helps to create a buyer persona that fits your defined marketing niche.
What is a Buyer Persona?
A buyer persona is a representation of your ideal customer. You can better understand who you are trying to attract if you create a detailed description of a typical individual buyer or your target audience as a whole.
If you possess a good understanding of your ideal customer and their wants and needs, it will be easier to craft marketing messages that are more relevant and powerful.
Knowing your buyer persona means you can appeal to the people who are looking for your product.
Here are a few of the traits to consider when creating a buyer persona. Not all of these traits will be relevant to your potential customer, but it helps to answer all of them.
- Financial situation
- Job or field of work
- Daily activities
- Hobbies and recreational activities
- Problems or challenges
- Marital status
- Their goals
- Their use of technology
- Pain points, or what really bothers them
There are hundreds of other traits or descriptions that can be used to create and develop a buyer persona. A good brainstorming session will help you come up with many more. Answer all the questions and then select the ones that are crucial to your product or service.
Depending on the type or amount of products you market, you may need to develop a persona for each market. If you have several different target markets, you should focus on connecting them. Making connections between each buyer persona makes your promotional strategy more efficient.
Creating a buyer persona for your marketing niche is similar to creating a character for a book or a story. It is also similar to an actor’s portrayal of a character in a play or a movie. To get more sales, you need to build relationships. Relationships are built by people, not products.
Your marketing strategy should be built around people or the representation of people. The character you create is a representation of the person you are trying to reach with your marketing efforts.
The persona has the same issue, need or want as your targeted customer.
When you visualize your ideal customer you will be able to increase sales!
By creating and developing a persona similar to your customer, you will be building a relationship with that potential customer.