Buyer Persona

To earn your customers’ trust it is important that you know who your target audience is. Additionally, you want to approach the right people and send valuable content. Detailed information about a customer or prospect is important and therefore it is crucial to develop good buyer personas.

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Buyer Persona

What is a buyer persona?

Buyer personas are created based on detailed data from your most important target group. With data from your existing systems, surveys and interviews you uncover key insights and create several buyer personas. This is a semi-fictional representation of the ideal customer and together they form a customer profile.

This customer profile enables you to tailor marketing and sales activities correctly to the target audience. Personas ensure that your objectives align with the phase in the buyer journey. As a result you achieve more with less effort.

Components of a buyer persona

Developing buyer personas is an investment. It takes time and effort, but is an important part to map out for your digital marketing strategy. Components that are valuable to include when developing buyer personas are as follows:

Demographic data
Job role
Goals
Challenges
Where they find information
Communication
Social media

Use your personas

Adapting the content strategy to your buyer personas ensures relevance and more result. Once the target group is clear, we use this as a basis to come up with suitable content. This starts by selecting the appropriate communication means. Per target group the communication instrument or channel may differ. By aligning this with the target group the right content form is determined.

Substantively the content is then based on the characteristics, interests and wishes of the target audience. In this way the right content is shown at different touchpoints in the customer journey.