Rachel BeggResearching and creating different buyer personas for your business is a critical aspect of identifying your target customers and clients. Having a pretty good idea of their wants and challenges can help you create and 
customize content that meets them where they are in the buyer’s journey. Even B2B businesses can utilize buyer maps and personas to help establish S.M.A.R.T. goals and create value in their clients eyes by providing insight into their target consumer’s behavior. Check out three reasons you want to have at least one buyer persona established:
#1 - It Helps You Segment Your Audience
Segmented audiences is a huge advantage in marketing communications. Delivering the right content at the right to time to the right people is very important for marketing efficiency. Planning your content strategy around segments of your audience is key to providing solutions to the challenges and wants they may have. Buyer personas are a representation of your target audience and are extremely helpful when planning out your sales processes.
#2 - It Helps You Solve Their Challenges
Buyer personas are semi-fictional representations of your target consumers and clients taken from research. Creating a buyer’s story is especially helpful when identifying some of their potential challenges and helping solve them when they come to your site. You wouldn’t want to have holes or gaps in information provided to help buyers make a decision or move them further into the buyer’s journey. Implementing buyer persona’s into your marketing strategy can also help when making decisions about what information is not needed or helpful to your target buyers.
#3 - It Drives Content Strategy
Consumers and businesses are bombarded with marketing and advertising messaging daily. Make it easy for your target buyers to receive information is key to getting your business in front of them. From the type of content you distribute to the channels you use to gain influence, incorporating your buyer personas can enhance and make your campaigns and strategies more effect. Let’s say your main buyer persona is a medium business owners who need data analytics. You probably wouldn’t write content about branding and focus on Facebook. Alternatively, consider LinkedIn more appropriate for your audience. Having a buyer persona to assist in driving content marketing is an important part of your strategy.
Buyer personas are great tools that help you identify your target clients, segment your audience and create content that drives content strategy. Taking the time to develop these personas and revamp them when necessary will help your business drive visitors further into the buyer’s journey. Want to dive more into Inbound Marketing? Download our FREE ebook, Inbound Marketing: The Beginners Guide now!
