Thursday, 4 February 2021

Understand the differences between target audience and buyer persona

 The concepts of target audience and buyer personas may not be familiar to anyone who is not a marketing expert - but they are crucial tools within an effective marketing strategy.

 In inbound marketing , your goal is to find your customers' pain points - their problems and challenges - and combine them with your product or service through assertive approaches.

 But for them to be truly assertive, you need to deeply understand your audience's habits and behaviors. Only then is it possible to create a strategy that will attract your interest. That's where the concepts of target audience and buyer personas come in . See in more detail how these tools work and how they can be applied in your operations.

 The target audience concept

 We call the audience a simple summary of basic demographic information about your buyers.

 An example of a target audience for a marketing company might look like this:

 ·         Occupation: Entrepreneur / Operator

·         Age: 25-50 years

·         Annual income: R $ 80 thousand to 120 thousand

·         Location: Grande SP

 As you can see, the data in an audience is basic . They describe demographics, but talk little about behavior.

 Your company may also include other data, such as gender, marital status, family size, etc.

 The target audience is simply an overview of who you are targeting. But it does not detail exactly how the customer buying process works. That's where buyer personas come in.

 Talking about buyer personas

 In contrast, buyer personas are much broader profiles . They represent typical individual buyers, customers or users.

 Your marketing team or agency uses them to obtain information about your customers' purchasing process and how your marketing strategy should address each of these types of customers.

 Each persona offers data that provides a deep insight into your customers' minds - see an example below:

 ·         Persona name : choose a descriptive and qualitative name, such as Director Antonio, Coordinator Camila, Analyst Pedro. This makes it easier to identify them during brainstorms and strategic meetings;

·         Background : data on work (company profile and position), career (level of education, years of company, career stage), family (marital status, number of children, if you have pets);

·         Demography : gender, age, income, location;

·         Identifiers: communication preferences and types of digital channels through which it is best accessed;

·         Objectives : Name a primary and secondary;

·         Challenges : also name a primary and secondary - to be useful, they must map your goals;

·         Mission : how can your company help them achieve their goals and overcome their challenges?

·         Common objections : why wouldn't they buy your product or service?

You now have a useful reference guide to understand which subset of your customer base your company is addressing.

 This allows for the development of highly targeted content that speaks to real people rather than a broader group of potential buyers in general, increasing user engagement and conversion rates.

 The importance of an effective strategy using target audience and buyer personas

With the arrival of inbound marketing, companies are increasingly focused on creating a competitive marketing strategy based on buyer personas . Here are the reasons for this decision:

 1) More details

 A complete buyer persona creation process will go so deeply into detail that you will even have a brief overview of your buyer's daily routine.

 Why does all this matter to us? Because we now have valuable data: where they get their information online (or offline), the best time to publish content aimed at them, the likelihood of making risky business moves or not if they are solely responsible for family income, among others.

 2) More data-driven

 The term “impulse buying” is not new for traditional entrepreneurs and executives. Campaigns that elicit emotional responses have been used since the beginning of marketing.

 But inbound marketing has a more structured approach. The most important facts to know your buyer personas are your motivations: objectives, challenges and pain points . Knowing this, it is easier to trigger a response and make the lead realize how a product or service helps to solve their problem.

 3) Possibility to use different messages

 By dividing your audience into buyer personas, your company has a chance to adjust the tone and voice for each person. In addition to making your website two to five times more effective and easier to use for your target market.

 This is even more strategic for B2B companies, which deal with different types of decision makers - CEOs, CFOs, etc.

 The success of your campaign will depend on how much your content “speaks” to each individual - even if your company tells the same story from different angles. A CFO does not want to be bothered by inbound marketing terms that sound like Greek to him or her: they want to see the solution presented through the financial aspect.

 Now that you understand the needs of your potential customers, you can create content that meets those needs. Then, placing them on channels accessed by your target market will see you. This attracts leads, which will be worked on by your sales team through the consumer's journey - right through to conversion.



Posted By: Abdul Rimaaz

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