As a seasoned communications professional, creating buyer personas is essential part of your work.
We are using the term ‘buyers’ in this instance broadly, they can be consumers or team members. But ultimately by ‘buyers’ we are referring to those ‘buying’ your brand.
So, as a result of you being in a marketing position for a while, buyer personas are old hat. I’d imagine you’ve tried and tested your system and they either work for you or they don’t.
However you do it, you have to make sure that you fully understand your market. Buyer personas are our favourite way of doing just that.
Why? This year, you’ve got even more competition than ever.
According to the Content Marketing Institute, 70% of marketers surveyed say they are creating more content they did in 2016.
But don’t panic.
Creating and updating very specific buyer personas can dramatically improve your business results…
I know I might be preaching to the choir but when it comes to creating strategy. Data and knowledge is absolutely critical.
Just to reiterate what Advertising God David Ogilvy said:
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
True, it’s easy to just do what you’ve always done, but often when things are broken you don’t realise until you do something different.
On that subject, I recommend you watch this talk from Marketer and Author Seth Godin. It’s 20 minutes, grab a coffee and your headphones:
One of the many things I love about this talk from Seth is the ‘It’s not my job to fix that‘ mentality.
To make something very clear. I think to be a success in a business, we are all responsible. Especially, when it comes to setting and implementing strategy.
You need to break things to build, move forward and grow. In a fast paced constantly changing environment like marketing a brand, that’s a frequent requirement.
Therefore, bringing me back to my original point, you need to constantly evaluate and learn your market.
With that in mind, your market in this instance could be your team, your workforce, your existing consumer or new buyers. They are all applicable.
Below is a link to a tool that will help you create buyer personas.
Start Making My Persona!
Not only that, it is also a great exercise to go through to make sure you keep refreshing who your target group is.
Our focus as an agency is supporting you with your brand engagement strategy. We’d love to share our knowledge with you and add value to your upcoming campaigns.
Hit the ‘Lets arrange a coffee‘ button here if you would like a chat.