Buyer personas, in that case, is not about identifying one need and one segment of your target audience. It’s about building a research-based profile that identifies multiple sets of your target audience, understands their needs, what challenges do they face and how they make their decisions.  

In today’s highly competitive business landscape, the need to understand audiences is inevitable – it’s either a do or a die situation. Why so? Let’s find out.  

Competitive advantage  

Expanding your business persona helps you stay attuned to the evolving needs of your customers. It helps you stray away from generalised assumptions, like health bars are only consumed by individuals who hit the gym on a regular basis. Understanding your audience will help alter value propositions and develop unique selling points that ‘speak’ to the customer in a language that they relate with. 

Personalised communication 

Your customers aren’t interested in hearing you talk about your products, their features or edge over others if you’re not actually telling them how it can solve their problems.  

Communication isn’t about what you do, but rather about what your customer needs. When your messages start conveying that, you build trust in the eyes of your customers, and then it’s only a matter of time until they gravitate towards you to cater to their needs. 

It’s for everyone 

Buyer personas are important with businesses that obviously fulfil the needs of large sets of audiences, but is it also important to identify buyer personas for, let’s say, a product as focused as that of kids’ biscuits?  

The short answer is, yes. 

As the owner of a business that sells biscuits for kids, it’s simple to say that your target audience is kids – but it’s also the parents of the kids who hold the power to purchase. Through research, you’ll go on to understand the age, region, class and type of your customers – which will help you market your products even better. Devising communication plans will be easier and surely more effective. 

Developing buyer personas is a combination of in-depth internal and external research. If you need help with expanding your buyer personas and understanding your audiences, please contact us. 

The post Expanding Buyer Personas and Understanding Audiences appeared first on Brighter Directions.

Buyer personas are detailed descriptions of each of your target customers/audience. Based on previous customer and consumer research, each buyer persona describes a different fictional buyer who embodies the identified demographics. These are personality traits, income, relationship status, buying behaviours, and motivations of a specific segment. They help you to see your target market/audience as real people, rather than just abstract characteristics.

Why are buyer personas important?

Developing an understanding of who your customers/target audience are and how they behave is essential if you want to create content that reaches and engages this specific cohort. Without this information businesses can easily lose sight of their targets and start to focus on the wrong target audience.

How to write a successful buyer persona

Research methods are a good starting point when looking to build a buyer persona. Customer surveys and case studies can help your business get a good insight into important customer/audience characteristics like demographics and preferences.

Understanding your own products and/or services is vital before you can begin to think about who your customers might be. It is essential that you have a direct, clear idea of your business and what you can offer.

Another factor to help draw success to your buyer persona is thinking about what your desired outcome is, what action do you want your audience to take?

If you want to step up your business’s buyer personas and go that extra mile and in turn gain a competitive advantage, you should also look into gathering psychographic information. When effectively researched the psychographic data provides a good in-depth insight into why, and how certain buying choices are made.

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