Читать книгу The Entrepreneur's Guide To Modern Marketing - Justin Theng - Страница 12

The first step in your marketing plan should always be to create a Buyer Persona. A Buyer Persona is a semi-fictional representation of your ideal customer. It’s based on market research as well as real data and experience about your existing customers.

Creating a Buyer Persona makes it easier for you to have a solid structure and context for your business. It makes it really easy to map out content and communication plans. It also makes it easier for you to craft your messaging style because you’re imagining a person that you know. The Buyer Persona makes it seem like you know the person to the point where you feel like you know how they think and how they would want to buy, research or think.

With this, you can have a more tailored sales conversation, or marketing messages, with your target audience.

The Buyer Persona also makes it easier to allocate your team’s time and resources and achieve alignment across your organization. For example, you may have one person who is an expert in one area of marketing and another one who looks after technology or sales. You may not have a huge team yet. But when you do have a team, it helps make them more customer-centric, because everybody is referring to the same ‘person’. The exercise helps everybody involved acknowledge that these days, the customer is at the centre of the universe.

A persona helps you learn about the following aspects of your ideal customers at a minimum:

 Their challenges

 Their goals

 Personality traits

 Demographics

It helps you to set a strategy that’s aimed at attracting the most valuable visitors, leads, and customers to your business.