A buyer persona is a semi-fictional character based on your ideal customer. It includes the set of buyer behavior throughout the lifespan of your business, and is the basis of how you create content and develop and execute your marketing strategy. For instance if you were the owner of a small surf shop located on the coast of Southern California, your typical buyer would probably look like a white male between the ages of 15-25, listens to a combination of soft rock and hip-hop, and eats at the local fish taco restaurant. All of this information is vital because you need to know how to get in front of this group of people, tailor your message, and decide which distribution channels you need to use when you are marketing your brand.
Creating buyer personas are important because they streamline marketing efforts by providing specific needs for a specific group of people. When you have developed a messaging plan that resonates with this group, your focus should shift to providing them with tremendous value, building trust, making sells, and becoming a brand leader within your industry.
Once you have created your ideal customer, the next step would be to build up an email list of contacts to target with email marketing campaigns. Since you have built a rapport with this audience, they are warm to what you have to offer so it would be optimal to send weekly newsletter, sales promotions, and other relevant information about your business.
When you are ready to create your buyer persona, here is a short list of quantitative and qualitative information to consider:
Qualitative
- Age
- Income
- Location
- Occupation
Quantitative
- Challenges
- Goals
- Interests
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