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Patti Harman

February 3, 2020

No matter how good your products or services are, your business will never be successful if you don't target the right demographics. Developing and implementing buyer personas into your marketing scheme can give your business the edge it needs. Stick around, and we'll show you the ins and outs of how buyer personas can help you brand your products and services effectively.

Buyer persona what?

The first question you probably have is, "What exactly is a buyer persona?" Fortunately, the answer is pretty straightforward. Buyer personas are essentially fictional people who act as stand-ins for the demographics you want to target with your products and services.

It's trickier to create buyer personas than it is to understand what they are – so let's move on to that.

Buyer persona who?

Ricky, age 30, works as a computer programmer for a successful tech start-up. He makes $175,000-$200,000 per year, depending on performance bonuses. He currently lives in Silicon Valley, where he rents a lovely apartment with his girlfriend. Ricky hopes to advance to a more senior position within the next year or two. His biggest fear is that he'll stagnate professionally and have nothing to offer his employer. Ricky wants a management position but is unsure of his leadership skills. You know that your "Everything You Need to Know About Programming in 2020" and "How to Lead an Agile Development Team" courses would help Ricky reach his goals.

That's what a buyer persona looks like. Every buyer persona should have the elements Ricky's buyer persona displays:

  • Who the buyer is - their age, where they work, where they live, and what stage they're at in their career.
  • What the buyer wants - their primary desires and goals.
  • What the buyer fears - their concerns.
  • How you can help - what products or services you offer that can allow the buyer to achieve their goals.

Buyer persona how?

Of course, the hardest part of implementing buyer personas into your operations is developing them.

Start by administering surveys to current and recent customers. Ask them about what drew them to your business, and why they stick around. What do they value? Where are they professionally? Why do they feel your products or services suit their lifestyle?

If you want people to answer your surveys, do two things:

  • Provide an incentive. Even a 15% off coupon is enough to convince people to spend five minutes on a short survey.
  • Be up-front about your intentions. People are protective of their privacy – they'll be more willing to divulge personal information if they know you'll use it to improve their customer experience.
  • Make it clear you're not trying to sell them on something.

If surveys aren't an option, data analytics can also tell you a lot about your customer base. For example, demographics analytics can tell you who's most drawn to your products or services. Customer service analytics can tell you what issues people have with your offerings, and review analytics can tell you what they like. Testing – such as A/B testing – can also be useful for identifying which people are interested in your product and why.

The number of buyer personas you need depends on your offerings and goals. A product or service aimed at a generalized audience will need more buyer personas than a niche product or service aimed at specific demographics.

Buyer persona why?

Creating buyer personas will allow your business to target customers accurately. More importantly, it will allow you to personalize your marketing campaigns. Personalized marketing campaigns drive roughly 18 times more revenue than non-personalized campaigns on average. In other words, buyer personas represent a huge potential revenue stream for your business if incorporated into personalized campaigns.

If you want to make effective buyer personas for your business but don't quite know where to start, we can help. flourish specializes in helping clients optimize their marketing and advertising operations. To learn more, contact us below.

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