Personas
A buyer persona is a semi-fictional character that represents your brand's ideal customer. Created from a combination of customer data and market research they can help you market, develop and grow your product or service.
Well-created personas should sit at the heart of your brand’s marketing strategy. They can help you streamline your strategy and create the best possible connection with your audience. At a very basic level think of the persona of an 18-year-old girl using Tiktok vs a 40-year-old-man buying a magazine - their content journey and your content strategy is going to be very different. Here are just a couple of other reasons why personas can be so powerful:
They can help you focus your messaging to your intended audience. Having a clearer understanding of your audience allows you to create a strategic and targeted approach informed by their habits and preferences. So you’ll be creating content that connects with them on a deeper level than a ‘catch all’ approach to marketing.
Personas build trust amongst your audience. Creating personas at the start of your marketing journey will mean you’ll have a very clear picture of who you’re trying to reach, and what they’re interested in (which is essential when it comes to building trust). People don’t trust or connect with brands that bombard them with messages that just aren’t relevant to their lifestyle, and if you lose your audience’s trust that’s not easy to get back. That’s why it’s important to create your buyer personas at the start of your marketing journey to make sure you’re creating content that truly speaks to your audience.
Well researched buyer personas can boost your messaging and even help guide your product development - if you know who you are creating a product or service for from the outset then it makes sense you will end up with a much more appealing end product.
Just as Tone of Voice and your brand purpose are important in helping to create brand loyalty and brand champions, well thought out buyer personas can have the same impact too. The more your messaging resonates the more likely your audience is going to share, like, feedback and ultimately purchase from your brand.