Buyer Persona - Understanding Your Intended Customer

  

According to HubSpot Academy, a buyer persona is a fictional, generalized representation of your ideal customer. This in turn enables businesses to discern what their ideal customers are like, what they need, and how they'd like to get it.

 In recent years, creation of buyer personas has become more important in business due to the ever-increasing and ever-changing market space. As a result of this change, businesses that desire to reduce cost and increase profitability have turned to the one sure means of better understanding their customers and that is by improving their data on customers.

Some questions which buyer personas help answer include;

• What are your customers ideal background, including their respective goals and struggles?
• What are their interests and needs?
• What motivates them?
• Where do they go to for more information?  

It is however more important to understand that buyer personas are comprised of two types of insight. These are;

• Demographic Insights
• Buying Insights

 

Demographic Insights 

As the name suggests, this form of insights helps you discern individual information about your target customers. This may include information on their; 

• Age, 
• Gender, 
• Income level, 
• Family, 
• Hobbies, etc. 

This gives you an idea on which categories of people you should be directing your marketing efforts towards in other to better achieve your business goals and objectives.

Buying Insights

 This form of insights provides you with information into your customers purchasing behavior. Having this information will help you better understand your customers thought process and in turn will aid you in providing relevant solutions and guides which will enable them make their decision. Some information this form of insight gathers includes; 

• Their priorities, 
• What barriers they need to overcome,
• How they evaluate their options, 
• Attributes they pay attention to when making a decision, etc.
  

In summary, a buyer persona will help you discern information about your target audience. This will then help you better segment your target market and provide content that better appeals to them. This way resources are directed towards better prospects, thus, minimizing waste and improving efficiency.

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