If you don’t know your ideal customer profile, then you certainly can’t sell to them. First identify and understand, then your messaging can become powerful.

Alain Templeman, Author

How Important Are Buyer Personas?

Buyer personas are at the core of your business. Don’t believe me? Then you don’t understand what a buyer personas is. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. So if your customer isn’t the core of your business, then I stand corrected. For the rest of the world or the 99.9% of businesses where the focus should rightly be on the customer, buyer personas are critical data sheets that explain who your ideal customer is, what they value, what they need, and what drives their purchasing decisions. Simply put, buyer personas help articulate who your customers are, and having these insights will effectively guide product development, messaging, branding, marketing and sales.

7 important reasons why you need buyer personas

  • They inform and influence marketing and sales strategies.

  • Educate your organization about who they are interacting with.

  • Help define the customer journey.

  • Identify the customer’s motivations and goals.

  • Guide product development.

  • Keep you at the forefront of industry trends.

  • Influence customer facing messaging and the customer experience.

Business in today’s world moves faster than ever before because of the accessibility of information on the web.  When businesses grow and adapt, you will find that your buyer personas will also evolve, becoming more segmented and detailed.

If you are a business owner or you interact with your company’s customers then you already have a pretty good idea of who your ideal customer is…at least in your head. The goal of creating buyer personas is to formalize and document that information in a way that everyone can agree is accurate and then use the insights derived from that information to positively influence the decisions you make.

Details that should be included in every buyer persona

  • Gender

  • Age

  • Income

  • Location

  • Roles

  • Responsibilities

  • Goals

  • Challenges

The more details you include that are relevant to your marketing and sales efforts, your product development or your customer experience, the better. You can download a buyer persona template here if you need some guidance on how to formulate your first buyer persona.

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