You’ll give this persona a name, demographic details, interests, and behavioral traits. You need to understand the persona’s goals, pain points, and buying patterns.
You can give your personas a face using stock photos. Some companies go as far as making asingapore phone number data cardboard persona to place inside the company.
The idea is to think about and talk to this customer model as if they were a real person. This will allow you to develop targeted marketing messages for your ideal customer. Your buyer persona will guide everything from product development to the brand’s voice on social media.
Given that different groups of people may buy your products for different reasons, you may need to create more than one persona. You can’t know each customer individually. However, you can create a persona for each segment of your customer base.
How your business should use buyer personas
1. Rethink what you do from your customer’s perspective
Digital marketing analysts often use complicated words that your audience may not understand. With buyer personas, you will be reminded that these are real people who use social media and engage with your content, and that you should avoid using these complicated words.
Buyer personas make you focus on solving your customers' problems instead of your own.
Always think about your personas every time you decide on your digital marketing strategy.
A buyer persona allows you to question whether your recent social media ad campaigns address the needs and pain points of at least one buyer persona? If not, you have reason to rethink your marketing plan, no matter how good it may seem.
Build your social media strategy around helping your personas achieve their goals and you’ll build a connection with the real customers they represent. This all comes down to increasing sales while building loyalty and trust with your brand.
2. Target your social media ads efficiently
Social media ads offer great targeting options. Once you have your personas defined, you can create ads that speak directly to your target audience. So, use the ability to target social media ads to reach the right people.
You can create separate ad content for each of your defined buyer personas. This advanced level of targeting allows you to increase your conversions and improve your campaigns.
3. Increase ROI with “Buyer Persona Spring”
Developed by professors and authors such as Aleksej Heinze, Gordon Fletcher, Tahir Rashid, and Ana Cruz, Buyer Persona Spring is a model designed to connect your business goals with your buyer persona. It is called spring because it has 3 distinct loops (the curves of a spring):
Content: What types of content will speak to your buyer persona?
Channels: Which social channels does your buyer persona use most?
Data: Good data allows you to monitor your efforts, report on your efforts, and revise your strategy if necessary.
Each loop has 4 points of attention in which you must plan, act, observe and reflect.
We will go into more detail in the next section about collecting and planning this information.
