Digital Marketing 101: Define your ideal customer with a buyer persona
Target your ideal consumer with a buyer persona for more efficient and successful digital marketing campaigns.
I used to work in a restaurant, and when you’re in that industry you meet a wide variety of people. You also start to develop almost a 6th sense for telling which people are going to spend a lot of money. I slowly started to realize the businessmen and women who came in on their lunch breaks would spend a lot more money, (and tip much better) than the college students who’d come in for $5 cocktails and $3 apps during happy hour. You start to give those higher spenders a bit more attention, maybe strike up a conversation and try to learn their names and favorite orders. Because at the end of the day, you don’t want to waste your time on a customer who isn’t going to tip.
Now, let’s think about billboards… A billboard might have well over 5,000 people drive past in a day, yet they could bring in less than a hundred leads. A grave mistake is trying to appeal to everyone. Small business owners know about the variety of consumers who may come across their products or services. It is virtually impossible to make everyone happy, so why not focus those efforts on your Ideal Customer. If you are an esthetician, selling high-priced luxury facials, would you spend time marketing to men interested in monster trucks? No, that would waste your time and theirs. To save time and money, you should create a buyer persona.
What is a buyer persona?
A buyer persona is a hypothetical profile of your ideal customer. You want to be as specific as possible, this will be used for guidance during campaigns. It’ll be a mix of numerical data and qualifiable data you get from talking to customers and surveys. You want to develop one of these as early into your branding process as possible, to make sure all of your marketing efforts moving forward are applicable.
A buyer persona must include…
Your buyer persona should include background information including things like their career, position, and family size. You can give ranges but should be specific as possible.
You can get demographic information from analytics dashboards on social media and other web hosting platforms. You can also give out customer surveys and look at census data in your area to compare. But, you want to define your ideal customer’s gender, age, income, education, location, and anything else you can find.
This section can get a bit confusing, but identifiers are just certain things that can make you different. Things like demeanor, or communication preferences. Are they soft spoken? Do they prefer emails over texts?
What motivates your customer? What are they working towards? What do they need? Do they need a quick meal during their lunch break? Do they want to spend more time with their family?
Challenges & Sales Objections
What are some problems your customer is facing? What are some objections they could have for your products? What bothers them about your industry? What are some pet peeves they have in regards to your service? Do they have a short lunch break and can’t spend time waiting? Are they on a tight budget? Will they only patronize companies they know are morally and ethically aligned with?
What opportunities do you have to make their lives better? If your ideal customers have a short lunch break, you can offer your customers the option to order online and skip the wait. Are they worried about their budget? You can offer a discount to new customers.
You want to add in some quotes from actual customers who embody the characteristics of your ideal consumer. You can get these from additional feedback surveys, or even real life conversations in your business.
Targeting your ideal consumer saves time and money in your marketing campaigns. Creating a buyer persona simple and implementing it in every step of your branding process and marketing campaign is integral to the success of your efforts. Subscribe to my email list for more info on Marketing Strategies and Branding principles.