Buyer Persona is a concept that many businesses should implement in their marketing strategies. But what is it all about? Find out here.
A buyer persona is the division of people in a specific target market that share the same interest, characteristics, and demographics.
The phrases buyer persona and target market are kind of similar, but they have different purposes and meanings. You can think of a target market as a group of people who have similar needs and problems.
A buyer persona is a deeper segregation that tries to come up with finer, more particular group of customers by defining the ones with exactly the same, not similar, needs and demographics.
An essential element in coming up with buyer personas is identifying the physical characteristics and facts about the people in the group. For example, you might discover particular buying customs or needs based on any of the following facts:
- Civil Status
- Type of Residence
You might worry that your business has only 1 or 2 buyer personas. That is absolutely fine. The purpose of having buyer personas is not to obtain as many as you can, but be knowledgeable about it in the most detailed manner.
By determining this and studying about your buyer personas, you’ll be able to know more about your target customer types, therefore creating more effective ways on convincing them and getting your buyers’ trust.
In your business, you absolutely have a target market. However, not everyone in that market have exactly the same characteristics. Therefore, you need to group them in order for you to figure out ways to persuade and convince them. That way, you can keep your customers coming back for your products and services.
For example, my target market is women. My business is an apparel company. Now, do you think women ages 20 years old until about 40 would have the same type of preference in t-shirt design and fit? Of course not!
They certainly have different preferences for they come from different generations. You have to group them into different buyer personas. Here is an example below.
Buyer Persona #1
- Women Ages 20 to 26: the fresh graduates and young professionals
Buyer Persona #2
- Women Ages 25 to early 30’s: newlyweds and first time moms
Buyer Persona #3:
- Women from their late 30’s to early 40’s: fulltime moms, working moms, moms with teenage kids
By classifying them into different personas, you will be able to know their common want and satisfy them by giving it to them. In that way, you prevent your business from loss and guarantee you sales because you already know what to do and how to do it.
Finding your buyer persona isn’t developed overnight; nor is it something that you can create and never update. It is something that evolves through the change of time and changes as generations go.
However, it is good to establish your buyer persona while building your business so that you may have a good basis of your marketing strategy that will enable your initial success.