What is a buyer persona and why do we need one? A buyer persona refers to a hypothetical representation of your perfect customer, grounded on demographic and psychographic data. Often referred to as an "aviator", constructing your aviator enables you to gain insights into your intended audience and craft more powerful marketing approaches. Why do we need a buyer persona? A buyer persona is a tool that enables us to make better marketing decisions. It helps us understand our customers better, which in turn allows us to create content and campaigns that resonate with them.
By creating buyer personas, we can:
Create more relevant content; Build stronger relationships with our audience; and -Increase our conversion rates.
A buyer persona is a snapshot of your ideal customer, which can be used to inform your marketing strategy and guide your content creation efforts. A buyer persona should include information on the following:
A buyer persona/aviator typically includes information such as:
Demographics: Age, gender, income, education level, and occupation.
Psychographics: Personality traits, values, hobbies, interests and behaviours.
Pain points and challenges: The problems or challenges that your ideal customer faces and how your product or service can help solve them.
Buying habits: How your ideal customer makes purchasing decisions and what factors influence their decision-making process.
Preferred channels and touch points: Where your ideal customer spends time online and how they prefer to interact with brands.
Developing buyer personas requires collecting data and conducting research on both your current clients and potential audience. This information is then utilised to construct a comprehensive profile of your ideal customer, which can guide your marketing strategies, messaging, and content creation. The creation of these buyer personas enables you to gain a better understanding of your target audience, enhance your connection with them, and ultimately boost sales and business expansion.