Why is an ideal buyer persona important to me? When it comes to marketing, it can be difficult to know what methods to use or what sort of content to create. Most companies just end up taking shots in the dark and hoping they strike gold. But when it comes time to decide on your marketing initiatives, the best way to set up your business for success is to decide who you’re marketing to. In fact, over 70% of companies who exceed their revenue and lead goals have buyer personas in mind when creating their marketing strategies.
Yes, even as a telecom company, it is important to start at this step. Not all telecom companies have the same target audience. Are you going after end-users or resellers? Is your business geared towards large businesses exclusively? Or are mom and pop shops your bread and butter? Deciding on your ideal buyer persona helps you make sure you’re targeting exactly who you need to be. Which in turn, saves you precious time and resources.
Who is your Ideal Buyer Persona?
A great place to start when trying to figure out who your ideal buyer persona is would be to look at your current customers and who they are. What similarities do they have? If there’s obvious differences between some of them, what are they and can you find a way to leverage that to your advantage?
Write down who they are, including their job titles. Then, if applicable, list how they found you and why they chose you. Once you’ve don’t that you have enough information to start diving deeper into who they are. What sort of job history do they have in common? What are their hobbies and interests? The more common denominators you can find, the better off you are when it comes to creating a precise persona to market towards.
Starting from Scratch
So, let’s say you’re starting from scratch or have decided to change directions for your company and thinking about your current customers won’t be much help for you. Close your eyes and envision your ideal buyer. It doesn’t hurt to give them a name if it helps you visualize. What’s their job title? What department do they work for? Make sure you’re going after someone who has the authority to make decisions involving their business. Does the person you’re targeting work for a large company or are they at an SMB? What does this ideal person’s day-to-day look like?
A single woman in her 20s and a 40-year-old family man do not have the same interests, so marketing to them is not going to look the same. Your businesses brand voice needs to speak to your ideal customer. This can seem particularly tricky if you are not your ideal customer. This is where it really pays off to have this person’s life entirely visualized, so you always have someone to reference back to when making important brand decisions.
If you’re targeting resellers as opposed to end-users that’s an entirely different game to play. Resellers want partners that provide them something easily brandable that can create stickiness with their potential clients, whereas end-users want to be assured your product will solve their problems. With resellers, focus on getting information in their hands that would provide value to their potential leads. If you’re trying to make their sales easier then they’ll know they are getting a helpful partner. This makes them that much more likely to want to work with you.
Are you trying to target both? You may need to create two completely different strategies. Because what works for one won’t always work for the other. You can easily run two marketing campaigns side by side, so long as you are keeping your ideal personas in mind and making sure to target them in the correct methods with the correct material.
Marketing to your Ideal Buyer
When it comes to creating the right content and following the right marketing ventures, it truly helps knowing who you’re trying to contact. It can save you a whole lot of time, money, and frustration by guiding you in the right direction the first time around. Now that you’ve figured out who it is that you’re trying to get the attention of, you’ll now have a significantly easier time figuring out what it is that gets their attention.
The main thing to consider when creating content is how does your persona generally consume their information? If they don’t use social media, creating posts and ads on these platforms may be a waste of resources. Are they more visual or informational? Are they seeking to expand their education with a blog post or just want to look at something pretty like a flyer or pricing brochure?
Figuring out who they are puts you one step closer to learning what it is that they like. Want to learn more about inbound marketing and using buyer personas to build your marketing strategy? This blog might be just what you were looking for! Need guidance in figuring out your buyer persona or perhaps just in creating the right type of content? We’re here for you! Let’s start a conversation!