A Message to Buyer Personas

So you own a pizza place in a college town and want to sell as many pizzas as you can. You don’t care who buys as long as you’re selling—so generally you create endless amounts of advertisements and content about your business. What you didn’t realize is that college students and families with 4+ kids around the town are all going to want your pizza, but not digest your message, be reached, and marketed to the same. So what do you do?

This brings us to “buyer personas.” Each buyer persona is a slice of your business’ market. It is fictional representations of ideal customers based off true data about their demographic, online behavior, and speculations about their motivations, concerns, etc. All businesses need to create buyer personas to effectively market their product and reach people with the most potential to buy.

3 Basic Steps When Creating Buyer Personas:

  1. Identify and create segments: 
    Research your existing customer base to determine the common buyers of your products/services.  If you are a new business, research some other companies in your industry. It will be no surprise there will be different types of buyers, so try and group common ones together and give each group a detailed description like a name, job, industry info etc.
  2. Identify each segments’ needs:
    Products and services are not sold, solutions are. Customers buy when they need. Basic example: We are hungry, so we buy a pizza. We wouldn’t just buy a pizza if we were not hungry. You need to understand what is the biggest problem each segment needs to solve. What do they need most? What info are they searching for? A college student might buy pizza because they are hungry and it’s relatively cheap. A family of six might buy a pizza because it is easy to feed everyone for dinner.
  3. Identify each segments’ behaviors:
    Where your customers are is KEY. We’re talking about where they go to get information, what media they use, are they active on Twitter and Facebook? When you discover this, you then know placing a marketing message on those channels will be effective.Your website is a perfect way to match messages to the needs of different buyer personas. Build your pages into categories to fit these personas or offer content in various way customers can easily find what’s relevant for them. Going back to the pizza example, maybe the pizza place has a page on family meal plans including soda or breadsticks. Whatever the case maybe, the more you know about and can break down your customers, they happier they will be

Your website is a perfect way to match messages to the needs of different buyer personas. Build your pages into categories to fit these personas or offer content in various way customers can easily find what’s relevant for them. Going back to the pizza example, maybe the pizza place has a page on family meal plans including soda or breadsticks. Whatever the case maybe, the more you know about and can break down your customers, they happier they will be.

 

So whether you’re in the pizza biz or insurance industry make your website work for you with content tailored to your buyer personas. Want some help with web design or creating content? No problem, contact Stellar Blue today!

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