As many of you know, one of the first steps in any marketing endeavor is to identify the target audience, or buyer persona. Of course, this statement isn’t rocket science. After all, if you are marketing a product or service, you need to know who you’re marketing it to. Right?
One of the most effective tools to help businesses define their target audiences is a buyer persona. A buyer persona is a representation of your ideal customer. That representation is based on data you have about your existing customers, market research and first-hand insights about your customers.
A buyer persona digs deep to illuminate how your product or service is fulfilling the persona’s need or solves their problem. It also provides the foundation for addressing why that persona should choose your business. The persona addresses questions like: how are you different, and what does the persona gain from choosing your business?
Despite the vast importance of personas, over half of businesses do NOT have buyer personas in place! And of the businesses that do have buyer personas, only 15% are using them very effectively. (source: BuyerPersona Institute)
So, to help you get started down a positive pathway, take a look at this infographic from the Buyer Persona Institute on how to create a buyer persona that's insightful and actionable...