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Buyer personas

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There’s no longer any doubt about it – if you want to grow your business in today’s digital landscape, it’s time to start using buyer personas in your marketing strategy. Consumers today have access to countless vendors of all kinds at the click of a mouse, from local shops here in Nashville, TN, to large-scale corporations headquartered halfway across the world.

As any experienced branding agency will tell you, transactional marketing is dead. The modern world needs targeted persona-based advertising that speaks directly to your target market, especially now, with the rise and rise of social media.

Successful ad campaigns these days concentrate on delivering a targeted message to a select group of people who are most likely to want the product or service being offered – called a target market. Targeting helps you save money and resources by focusing your marketing efforts on reaching a small pool of leads that are likely to convert rather than wasting your budget trying to appeal to the masses.

Once you have an idea of your target market, it’s time to drill down into unique buyer personas that represent your ideal customers. This helps you send the right message about your brand to the right people, ensuring you connect with people who really “get” what you do and why you do it. This not only raises your chances of conversion, but also sets the stage for winning a few brand champions.

What are brand champions? Those loyal customers who are your company’s biggest fans and cheerleaders. They sing your praises from the rooftops, and their referrals help your business grow over the long run.

How to use buyer personas for marketing

Our branding agency in Nashville, TN, is very experienced at guiding clients through using buyer personas. Our workshop gives them everything they need to develop a set of buyer personas to work from for as long as they’re in business.

So how do you actually use buyer personas for marketing once you have them?

The simplest way of looking at it is that buyer personas should be used in any situation where you are looking to communicate to your audience. That might mean:

  • Social media posts
  • Blogs
  • Advertising
  • Brand color palette and logo

Everything public-facing that your company puts out should consider what will most appeal to your key nnas. You can look at buyer persona profiles as cheat sheets to review before creating any marketing materials or client communications.

Make sure that no piece of content goes to waste by failing to keep your target clients in mind – this can also help you make sure that your brand’s image remains consistent. Branding consistency is crucial when it comes to successful brand marketing, as it nurtures trust in your company.

When it comes down to it, the better you and your employees understand your target clients, the more you can adapt for their needs in regards to advertising, product offerings and promotions, and sales or customer service tactics.

Buyer persona FAQs

Maybe you’re comparing Nashville, TN-based branding agencies to help your business implement buyer personas in your marketing campaigns. Or maybe you’re interested in teaching yourself how to use buyer personas on your own.

Either way, if you haven’t used them before, you probably have a number of questions. Below are a few of the questions we hear the most from clients interested in buyer personas.

A buyer persona is a profile of an imagined ideal customer. It might include things like:

  • Age and gender
  • Location
  • Occupation
  • Marital / family status
  • Hobbies
  • Pain-points
  • Preferred communication channels

Buyer personas help your business customize its messaging for different audiences, thereby catching the attention of people who are most likely to appreciate what your brand does. Of course, the more your messaging resonates with an audience, the higher a percentage of conversions you’ll get. Directing your messaging to a target market is one of the most surefire ways to unlock the power of your brand and create a lasting impression on your target market.

Successful buyer personas use information from your actual customer base. They can be relatively simple, using only information you gather during the sales process such as company and location. Or they can be more in-depth, utilizing information gathered from:

  • Customer surveys
  • Customer interviews
  • Asking customer service reps

Of course, not all businesses have the resources to dedicate to gathering customer information through surveys and interviews. However, the more detailed you’re able to make your buyer personas, the better able you’ll be to create targeted messaging that focuses on people most likely to be interested in your products or services.

If you’re serious about using buyer personas in your marketing campaigns, you might want to invest in a comprehensive buyer persona workshop. However, you can learn the basics in just 5 minutes.

Buyer personas allow you to better communicate with your core customer base and tailor messaging for different types of audiences.

Think about it: you don’t talk to your mom the same way you talk to your best friend. The language you use, subject matter you discuss, and even the method of communication you use varies depending on who you’re talking to.

Buyer personas help you understand how to adapt the conversation to meet your client where they are so you can better serve them. When people feel understood by a brand, they’re more likely to want to do business with it.

When you’re first starting out with implementing buyer personas in your business strategy, the idea of it can be a little daunting. Our branding agency sees clients try to do the work on their own and get overwhelmed all the time – it’s completely normal. The good news is:

  • It gets easier the more you do it. The first time working with buyer personas is the hardest, since you’re starting from scratch and really having to dig deep into what your business is and who responds best to what you have to offer.
  • Put in the effort up front, and you’ll reap all kinds of rewards – increased conversion rates, less time and money spent on advertising, and greater brand recognition.
  • There are as many ways to create buyer personas as there are businesses, so there’s definitely a method that will be right for you.

In general, developing buyer personas is as easy as:

  • Combing through your customer data to find trends in who your primary customers are.
  • Breaking these into a few (usually 2-4, depending on your business) key personas.
  • Breaking each persona down into as much detail as you can to give you a thorough understanding of who they are, what they need, and how best to reach them.

While on the surface these steps seem simple, some business owners struggle with it and benefit from guidance or an outside eye to help them develop accurate representations of their target customers. Take the Stairs offers buyer persona workshops that take you through every step in detail.

Ready to take the first step?

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Why Take the Stairs for buyer personas?

Ask a dozen branding agencies how they handle buyer personas for their clients, and you’ll receive a dozen different answers. Take the Stairs believes that finding the right “fit” between client and consultant is crucial in any successful working relationship.

We understand that you have plenty of marketing agencies to choose from, and we know how hard it can be to narrow down your choices. Take a look at our approach to buyer personas for marketing strategy and see if it resonates with your needs.

We facilitate their development

Our buyer persona workshop isn’t just fluff – by the end of it, you’ll come away with fully developed key buyer personas that you can use right away.

We provide a persona profiler

The buyer persona profilers we provide give you an easy reference that you can use any time you want to refresh your memory of your key personas.

We keep them up-to-date

Buyer personas, like every aspect of your business, should evolve over time. We’ll help you make sure your personas are always current and accurate.

Schedule your buyer persona workshop with Take the Stairs

Ditch your outdated marketing techniques and give your business a boost with buyer personas – Take the Stairs can show you how.

Our agency in Nashville, TN, has helped many clients implement buyer personas in their businesses, from developing persona profiles to refining business strategies around key personas. We even help long-term clients revise their buyer personas as their business grows and changes, so they can reach new target audiences without losing their old ones.

Take our buyer persona workshop and you’ll walk away with a balanced set of buyer personas that will help you connect to your target audience, increase conversions, and build brand recognition and loyalty.

Are you ready to start climbing with the Take the Stairs buyer persona workshop? Contact us now to schedule.

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