As we prepare to launch another new website and Internet presence project this month, I am reminded about the concept of “buyer personas”. Understanding the concept of buyer personas will enable you to deliver the right message to your ideal prospect.
What is a “Buyer Persona”?
A buyer persona is a semi-fictional representation of your ideal customer, based on real data combined with select educational speculation about customer demographics, behavior patterns, and goals.
Why are “Buyer Personas” helpful?
Buyer personas help you get inside the mind of the prospect that you consider to be an ideal customer for your business. If you can accomplish getting inside the mind of your ideal customer, then you can create content that he or she will find of interest. And once you’ve done that, you’ve begun to form a relationship, which is the foundation of all good business.
Buyer personas are not:
- Real people
- Impacted by changes in technology
- Your “target markets”
- Professional roles or job titles
Buyer personas are:
- Common behavior patterns
- Shared “pain points”
- Universal wishes, dreams, goals
- General information regarding demographics
Here are five questions to ask yourself about your ideal customer:
- What is your ideal customer’s age?
- What does a day in their life look like?
- What do they value most?
- Where do they go for information?
- How can you solve their “pain points”?
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