What are buyer personas?
It is a profile of what your your target audience represents – Your potential customers!
An example follows:
Your Business: Selling outdoor furniture. Patios, tables, chairs, umbrellas of all sizes and shapes
Your Target: Middle income, suburban family
Let’s create the persona:
Joe: Works full time in the city as a CPA. Annual income $95,000
Jane: Works part-time at a dental clinic. Annual income $21,000
Three children. Two in out of state colleges, one in high school
Owns house with 200 Sq feet of backyard
Wants to add a gazebo
With this ammunition of information, you can target your audience more specifically.
Here are some examples:
- Search the web for people of this interest. e.g.
- Create a web page that discusses this type of family. e.g. “Perfect mid-size gazebo for the working family. Has a built in fan for your comfort and can double as a workplace for your teenagers who can do their homework outside in the spring and fall. Quite a difference from studying in their ‘boring’ room.”
- Write a blog about how middle class families are moving more and more towards gazebos.
- Create an EBook of “How to Convert Your Gazebo to Any Type of Outdoor ‘Room’.”
Make sure for each of these entities, you create a button to a call to action, which can be anything from getting their information in a form to a online shopping site.
The Buyer’s Journey
Online buyers go through three stages:
- They are searching for an answer as to what product or service you need. They are still not sure at this stage.
- You are aware of your needs and start figuring out how to get what you need.
- This is where you do the actual search to solve your needs.
Now to Add it to Your Marketing Strategy
- Build a strategy to attract your customers
- Create a website
- Post on Social Networks
- Once you got them on your site, Convert them
- Call to Action
- HTML Forms
- Close (Follow Up)
- Send follow up emails
It is important when you write content that the content is about how to educate your potential customers.