In today’s increasingly digital world, there are numerous ways for manufacturing companies to reach potential buyers — emails blasts, eBooks, blog posts, social media, and even SMS texts can all be used to connect with target audiences and increase brand awareness. But before embarking on any of these efforts, it’s crucial to fully understand the types of buyers you’re looking to target.
You may be busy crafting informative, engaging emails or penning fascinating eBooks, but if you’re not customizing your content to the needs and interests of your specific audience, all that work will have been in vain.
Establishing a well-thought-out buyer persona will allow you to more effectively reach your target audience, increasing your chances of turning leads into customers.
Defining The “Buyer Persona”
What is a persona, exactly, and what is persona targeting? A buyer persona is essentially a piece of fiction based on fact — a character you create as a representation of your company’s buyers and potential buyers. By creating a buyer persona, companies can develop a clearer idea of who their buyers are and what they’re looking for in a specific product, service, and partner — all of which will be determined by specific data points you’ll need to gather.
Round up as many details as you can; consider customer demographics, behavior patterns, buying motivations, and overall goals. All of this will help you determine where to focus your marketing efforts for optimal persona targeting and even how to better navigate product development, allowing you to attract the most valuable leads possible.
Developing A Persona
When developing a buyer persona, you’re essentially creating a stereotype about the type of people who would be interested in your product or service. Any tidbit of information you can obtain about your targeted buyers can be hugely beneficial here.
On the most basic level, take a look at the potential buyers’ jobs and the way they do those jobs — their patterns, goals, motivations, the demographic makeup of their company, and the companies they do business with. How do your targeted customers go about the purchasing process? How do they approach each fiscal year? How can you best assist and guide them?
Keep in mind that these people aren’t automatons just serving a company function. They’re unique, messy, flawed, and sometimes irrational human beings. So, if you can tap into these other aspects of their personality and reach them on a more personal, engaging level, you’re already a step ahead of the game.
Think about what stresses them out. What motivates them? If you put a bunch of these personas in a room together, what binge-worthy Netflix show would they discuss? This stuff may seem silly, but it can make a huge difference in fully understanding the type of buyers you’re dealing with.
Take the time to truly understand whom you’re targeting. Learn about their business, their objectives, their obstacles, weaknesses, and strengths. Take the time to understand these buyers and what they have in common with one another. How can you best reach them where they are?
Creating Distinct Persona Categories
You likely have more than one “type” of person you want to reach. Therefore, it’s smart to create separate, customized buyer personas for distinct groups — engineers, MROs, procurement managers, and whatever other segments of the industry population you’re trying to reach. As discussed above, pinpoint each group’s demographics, stressors and motivators, buying behavior, and general personality. Then fine-tune your collateral and messaging to ensure you’re speaking directly to each distinct group and maximizing the impact of your communications.
Successful persona segmenting will ensure your digital marketing efforts are reaching the right people at the right time, allowing you to connect with qualified buyers without wasting precious resources.
Attracting buyers is just the first step. Once you’ve put a face to your buyer, you’ve also strengthened your ability to create real value for your clients. Not only will you be better equipped to attract the visitors, leads, and customers you really want, you’ll also be better equipped to serve them according to their specific needs and goals.
Ready to get started developing your buyer personas or just having trouble getting started? Reach out to the Thomas Marketing team today; we can help you develop a customized digital marketing plan so you can connect with the customers you need to grow your business.
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