Have the courage to invest in this critical step in your marketing plan. Maybe the most underrated aspect of any marketing plan is understanding your targets and their buying behaviors.
"Skipping buyer personas in marketing is like attempting a blindfolded game of Pin the Tail on the Donkey in a room full of unicorns — entertaining, but you're likely to miss the mark and end up with confused customers and a bewildered donkey."
This doesn't just hold for some of your apparent targets but also for those influencers in the organization that may play a role in final decision-making and require a bit of nurturing and brand awareness.
The reasons you should build buyer personas.
Targeted Marketing: Building buyer personas helps tailor marketing strategies to specific segments, ensuring that messages and content resonate with the intended audience.
Customer Understanding: It provides a deeper understanding of customer needs, pain points, and preferences, enabling businesses to create products and services that better meet those requirements.
Improved Communication: Buyer personas facilitate more effective communication by aligning messaging with the language and concerns of the target audience, leading to better engagement and connection.
Personalization: Personalized marketing efforts become more achievable with well-defined buyer personas, allowing businesses to deliver content and experiences that are more relevant and valuable to individual customers.
Sales Alignment: Buyer personas help align marketing and sales teams by providing a shared understanding of the ideal customer, streamlining the lead generation and sales processes for improved efficiency and success.
Building the verticalized buying personas of your target audience or multiple target audiences helps clarify the proper messaging and tone needed to build a successful campaign. Buyer personas — don't start it wihout them!
