Buyer Persona Development and How It Helps Your Digital Marketing Program

Stay Focused on Your Customer

Consumers today get bombarded with marketing messages. It’s easy to get overlooked in the digital stratosphere unless your message is personal and relevant to the customer. It would be impossible to personalize your marketing to each customer you want to reach, so you need to find a way to streamline the process. Buyer personas can be the foundation of great online marketing campaigns so that you and your marketing team understand who is reading content, making purchases, and writing reviews.

What Is a Buyer Persona?

Think of your buyer persona as a fictional character who would be interested in your product or service. These buyer personas are your ideal customers. When you can define your customers, you can reach them more effectively. If your target audience is teenagers, you would approach that differently than if you want to reach their grandparents. Buyer personas give you that framework for marketing to the right audience.

How Buyer Personas Benefit Your Digital Strategy

Buyer personas represent customers who buy from you. This lets you create relevant content and provide personalized service to your audience. Using buyer personas, you stay focused on the customer, not your marketing priorities. With defined personas for marketing, you can target your social media campaigns to reach a certain audience. When you know who you’re marketing for, you can reach customers on a more personal level.

Creating Buyer Personas

Buyer personas don’t reflect a single person, but a key segment of your audience. Although each buyer persona may be represented by a fictional person, it is a composite sketch of multiple people. If you’re just starting out, it might help to start by creating one or two customers that you’re like to reach. As your website marketing grows, you can add more personas. Here are a few questions you can ask yourself to find your buyer personas:

1. Who are your customers? Who benefits from using your product?
2. How does your product solve the pain points for your customer?
3. What benefits does your product offer for customers?
4. Where do your customers live or work?
5. What stage of life is your customer in?
6. What does the customer’s buying cycle look like?

Support Your Digital Marketing Strategy with a Full-Service Marketing Services Company

The experienced team with Expert WSI eMarketing can help you create a set of buyer personas that makes your business stand out. Once you outline your buyer personas, we can help you incorporate that component into your digital marketing strategy to get results. Using your buyer personas helps you get more leads, expand your reach, grow your online reputation, and improve your website to be more effective. Contact us to get more information on using buyer personas in your online strategy.

Take advantage of our integrated digital marketing services to solidify your brand and business during and beyond the COVID-19 pandemic. Call us at 713-338-3488 or contact us online. 

About the Author

James R Alexander, Digital Marketing Strategist, OMCP, PE, MBA at Expert WSI eMarketing, General Manager for Expert WSI eMarketing’. He and this office are an integral part of WSI’s global team.