Why is Buyer Persona important for Business Growth?

19 October, 2020 (Monday)

The success of every business depends on its customers. As “a satisfied customer is the best source of advertisement”. If a company’s marketing strategy focuses on the right kind of customers, chances are their product will be more renowned in the market. As a result, you’ll be able to target high-value visitors, leads, and customers to your business.

In order to create the kind of marketing strategy that allows for the targeted audience to connect and stay as loyal customers for a long period of time, you need to understand your buyers’ persona. This makes it easier for you to tailor your content creation, product messaging, product development, and sales follow-up to meet the specific needs, behaviors, and concern of your target audience.

Buyer Personas are semi-fictional representations of your ideal customers based on data and market research.

If you want to identify who your ideal customers are for your businesses, all you have to do is look after your existing customer data and observe the buying pattern that appears.

Market research and understanding the details of your customers (their age, interests, hobbies, likes and dislikes etc.) will be helpful. All of this information will give you valuable insight to enable you to design your marketing strategy for businesses in a way that will attract more customers. Which means a higher rate of conversions chances.

Why is it important for every business?

When you know your target audience, you will focus your marketing strategy on them. You know what exactly you need to deliver. This will enable you to save costs on tailoring your marketing campaigns, while creating them to be more effective, attracting more of your targeted audience to the website or business. Additionally, chances of converting them into customers will be higher.

There are several advantages of understanding buyers’ persona which will be useful to design the strategies. A few of them are listed below: 

Creating well-informed marketing and sales strategies

Businesses need to design marketing and sales strategies on the basis of customer behavior. For example, if your target audience is wealthy and looks for classy and high-end products, then offering them free and discounted goods might not work. Whereas this same strategy could work outstandingly well for another type of business with the same niche but that has a different target audience.

Providing well- built customer service

Now imagine that you run an online fashion store and most of your customers are active social media users. To stay in close contact with your consumers, your customer service would also need to be active on social networking sites like Facebook, Instagram as well as through your business website.

On the other side, if your business mostly has B2B clients, the best idea would be to provide powerful offline customer service via phone calls, email and in some cases physical meetings.

Customer service is necessity for every business, but the medium you select to communicate with your target customers is equally important. Making the right selection of communication channels requires you to have in-depth knowledge about your target audience.

Giving value for time and money

This one is important as it develops your content in a way that connects with your target audience.

GoPro is a great example of this. They know that their target audience includes adventure lovers and content creators who are engaged in various campaigns related to adventure sports, travel, vlogging and more. The website and social media handles were able to understand their customer persona and consequently come up with contents that are valuable to their target audience.

The target audience of ESPNcricinfo includes cricket followers. Their blog and digital content provide valuable insight into subjects their followers are interested in. In the end, a happy audience who knows they are getting value for their time will keep coming back to their sites for updates.

Creating & Designing stronger UI and UX

If you are in an online business, you will agree that having a great User Interface (UI) and User Experience (UX) has a direct impact on business profitability. We all know cases where a simple change in the text color of “buy now” button pushed the conversion rate.

By researching about your target audience persona you can create an impactful UI and UX. It will provide you exactly who your audience are and what are their likes and dislikes. On the basis of their persona, you can design your marketing and sales strategy.

Therefore, in order to make your business successful and profitable similarly to maintain a loyal customer base, make sure you understand your buyers’ persona well.

Author:

Bishal Roka

Creative Strategist

Kathmandu Nepal