A Inbound Marketing strategy involves a specific set of things such as the channels that you will use to communicate with customers, the content strategy, and the dates you will publish said content. Now, you may have all this, yet the information of your target client may be very superficial and be based solely on age ranges and socioeconomic levels, which is why the strategies often do not achieve the expected response or loyalty. So what is missing? The creation of a proper Buyer Persona.
The Buyer Persona is the semi-fictional representation of your ideal client and can be the key to the success of your business strategy. By building this profile, you can obtain a greater knowledge of your customers, allowing you to develop more accurate strategies according to their tastes and preferences.
Depending on the products or services you offer, you can have one or more Buyer Personas. Carrying out this exercise is crucial for your Inbound Marketing strategy since it leads you to create much more specialized content. When you have a better insight of who our target customer is (by humanizing it, identifying its pains, goals, concerns, interests, its online behavior, its professional profile, how it relates to its family and society...) you will have a greater amount of topics to generate the content that attracts, converts, and delights through the entire Flywheel cycle.
What advantages does Buyer Persona have to build?
The main advantages that you will get when defining the Buyer Persona profile are the following:
- A better understanding of your customers
- Easier creation of content and publication planning
- More customized messages
- Better campaign segmentation
- Improved communication with customers
- You will develop types of services according to the needs, tastes and preferences of the client
It is one thing to know what your ideal client is and another to know what its motivations, challenges, objectives, personal and work circumstances are. Avoid making assumptions. Try to real information you have about your current customers and thoroughly analyze them.
If you properly build your Buyer Persona, you can have a detailed view of their biographical, demographic, circumstantial, and psychological profile which can better your Inbound Marketing strategies exponentially.