Published: January 19, 2016
‘You’ve got to know your customer.’ It’s an all too familiar business mantra. And though we hear it over an over, the truth is that knowing who your customer is, what they value, what they need, and what it takes to motivate them is so critical that it still bears repeating. In an effort to get to know their customer better, many leading businesses have turned to creating buyer personas. A persona is a composite sketch of a segment of your target market designed to help brands align with buyer’s needs and priorities to build engagement that results in a profitable relationship. Before developing content, it is crucial to understand your target persona. Personas are meant to put human attributes to an abstract marketing description or goal, while helping to group customers with similar personalities, motivators, pain points, wants, goals and habits. Persona development allows us to:
- Create a buyer journey and follow it all the way through by providing relevant information that customers find valuable and gives them what they need to know to make a purchase decision.
- Build a character that encompasses as many of the commonalities as possible among your buyers, so you can work on becoming more relevant.
- Get to know them as individuals, call them by name, talk about them, and understand them so you can effectively communicate with them through content.