Knowing your ideal client is one of the marketing foundations that leads to better results. In today’s episode we’re talking about how to best reach your ideal customer. One way of identifying who this person is is to create a Buyer Persona, or a profile of that customer. Buyer personas describe traits like age, profession, gender, income, location, desires, values, and pain points.
Links in this episode: The Top 3 Buyer Persona Myths, and How They Hurt Your Marketing Efforts
Transcript
Welcome to the Get Digital Marketing Results podcast where we give you information and actionable tips to grow your organization.
Bob: Hi, I’m Bob Clark.
Donna: And I’m Donna Botti. We’re with Delos Inc and we make the web work for you.
In today’s Tech News Tuesday episode we’re talking about how to best reach your ideal customer. One way of identifying who this person is, is to create a Buyer Persona, or a profile of that customer. Buyer personas describe traits like age, profession, gender, income, location, desires, values, and pain points.
Bob: Yes. And this is a great starting point for creating your messaging. I’ve heard you should give your persona a name and a photo too, so that you have someone exactly in mind.
Donna: You can do that, but it’s not necessary and sometimes people get hung up on trying to come up with the name and photo. The Hubspot article we are discussing today talks about buyer persona myths, and requiring a name and photo for your persona to be useful are two of those myths. Feel free to skip those if it doesn’t do anything for you.
Bob: Another myth is that character traits are enough to create that picture of your ideal client, but what none of those traits tell you is why that person buys your product.
Donna: Right, instead of segmenting your customers only on their demographics and character traits, a better approach is to think about what they are trying to accomplish when they buy your product or service. This approach combines the problem they are trying to solve with a person’s characteristics.
Bob: This sounds a lot like the Alignment concept we teach. Where your message, the product or service you are offering, and your ideal client and their problems have to be in sync for the best results in your marketing. Buyer personas give you better insight into who those people are.
Donna: Knowing your ideal client is one of the marketing foundations that leads to better results. In order to grow your business in a time- and cost-effective manner, don’t skip the overall strategy and these foundational elements.
Bob: That’s it for today’s episode. You can find a link to the HubSpot article, and a transcript of today’s podcast, at DelosInc.com/191.
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