The number one thing you want to do when creating an inbound marketing strategy, or any type of marketing strategy for that matter, is creating a concrete definition of who exactly your ideal customer is. When you first go into the market, not everyone is going to be interested in your service or product. That’s why it’s important to figure out who you want to target by weeding out the people you definitely don’t want to target.
Our Boston Inbound Marketing Agency specializes in creating buyer personas. A buyer person, by definition, is semi-fictional representation of your ideal buyer based on data, interviews, and some educated guesses. It doesn’t have to be spot on, but it just gives you a general idea of who you average buyer is and how they might be in the real world.
Naming Your Buyer Personas
If you want your company to grow better in the future or with your Boston Inbound Marketing Agency, GoingClear, it’s important to have a deep understanding of your ideal customer base. It might sound silly, but it’s important to give them a memorable name so you can remember them down the line when you need them.
For example, Management Mike might be the name of one client if you are trying to sell to the management level of companies. Technology Tyler might be another one if you are trying to market towards a more tech savvy client base. Any way you put it, the names are endless.
You can also have more than one buyer persona, which can make your inbound marketing strategy even stronger. Sometimes only one buyer persona is necessary depending on your industry or branding, but if you offer multiple services or products that very greatly, creating more than one buyer persona tailored to those differences can make a huge impact on sales.
Different Teams = Different Personas
Usually, when it comes to creating buyer personas, the marketing team creates one that they will market towards. But sometimes other teams, or other departments within your business, such as the sales team might have another idea of a buyer persona that they market towards. Same goes for the services team, as well.
As a Boston Inbound Marketing Agency, we like to talk to all the departments of your company as we can to gauge a better understanding of who exactly we should be marketing to and how we should marketing to them.
On the other hand, sometimes interviewing multiple teams still only leads to one buyer persona creation. But it’s still important to know internal information that only your company knows about your buyers. This one buyer persona, or multiple buyer personas, can really hone in on what your typical buyers expect. Buyer personas can really help elevate your inbound marketing strategy.
How to Integrate Buyer Personas
You might be wondering how do these help your company in the long run. Or maybe you’re curious on how these get integrated throughout your inbound marketing strategy.
For the most part, we create these by asking your team members in different departments certain questions that can help us afterwards. We then review all their answers and build buyer personas off of your real data.
These can then be uploaded, managed, and tweaked in Hubspot, where we keep track of them all. Buyer personas usually change over time, so it’s important to remember when you created them. Usually this is due to your customer base growing or your business’ services or products growing or changing, You always want to make sure that the goals of these buyer personas align with the goals of your business model.
Previously mentioned, it is very important to make sure your buyer personas are not forgotten. After you create them, your business goals or achievements might change down the line. It’s key that you change certain elements of your buyer personas to continue to see success.
Another benefit of having buyer personas is it helps you identify more with your average buyer. Once you are able to create a sharp image of what your buyer looks like and what they want in a product or service, you can customize your content to match their intent.
Lastly, you can make sure your content is trustworthy and believable to your buyer personas. You buyer persona might currently emphasize that pricing and cost cost reduction on their end is very important. By pointing that out throughout your content, your buyer persona is more likely to stay true to your brand.