Have you ever seen a video or read an article and thought that the content was instinctively created just for you? It’s not an accident. That publisher has a keen understanding of whom they want to connect with, and you likely fit into their buyer persona. Find out what buyer personas are and why they are essential to the success of your content and inbound marketing.
A buyer persona isn’t just another marketing catchphrase. In fact, having buyer personas in place is a must for any client we work with. B2B buyer personas are the main characters in an inbound marketing strategy. Today, the smartest B2B businesses know the needs and challenges of the people who are seeking out their company’s solutions and making buying decisions(and they’re usually not the same person).
A specific buyer persona does more than identify a target audience. It reveals day-to-day challenges from the perspective of a person in a central role in your buying cycle. Well-done buyer personas go beyond job title to pinpoint the needs and obstacles of that person and how your products/services can make their lives easier.
Sometimes companies are reluctant to put effort into the level of detail required to create buyer personas. We often hear from marketers who want to get started creating content and campaigns right away. Don’t waste your content dollars developing blogs and articles that speak to the wrong person. Defined buyer personas are absolutely crucial to the outcome of your inbound marketing success.
Buyer Personas are:
“Fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.” -HubSpot