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Buyer Persons Aren’t Just for Marketing

Category: digital marketing Business Growth and Sales

Written by: Lacey Wilcox

Posted on: November 26, 2019

If you’ve spent any amount of time reading a marketing blog (including ours), it’s very likely you’ve read something about buyer personas. This is because these personas are crucial to developing a successful digital marketing strategy for business growth. They impact the content you create, the posts you publish on social media, and the way you design your website.

But, creating effective buyer personas requires a lot of time and effort. Is it worth all that work if it only benefits one department? While many businesses correctly think about buyer personas in terms of their marketing team, they can actually be used by your entire business.

What are Buyer Personas?

Buyer personas are a fictitious representation of your ideal customer or customers. They should include demographics, job descriptions, problems and pain points, communication preferences, and more. These personas are then used by your marketing team to tailor content, design, ads, and more to target the exact people you want to reach.

Don’t be tempted to think that buyer personas are just for large companies. Regardless of your business size, buyer personas are something you should be creating and using on a daily basis. And they’re something that should be used in more areas than just your marketing. 

3 Ways to Use Buyer Personas Outside of Marketing

Creating buyer personas requires a significant amount of time and work. Because of this, it’s wise to find ways to use them beyond your marketing department. While there are many ways your buyer personas can be used throughout your company, here are four areas of your company that can benefit from buyer personas.

  • Content creation: Content-creationDon’t believe the myth that content is just a component of marketing. It can be a critical tool for sales or customer support as well. Your buyer personas can help you create the type of content your ideal customer needs to know in the kind of format they want to consume.
  • Sales team: Your salespeople are best able to close deals when they are more closely connected to prospects. Use buyer personas to help your sales team build strong relationships with potential customers.
  • Account managers: While marketing and sales receive a ton of attention (and understandably so) in the world of digital marketing, we don’t always talk as much about the importance of caring for customers well once you earn their trust. Buyer personas help account managers immediately know how to care for new customers well: they share their positions and problems, communication preferences, and specific needs.
  • Product development: Your buyer personas can influence the development of products or services or how you structure your current offerings.

Ready to Get Started?

If you have not yet created buyer personas for your business, now is a great time to start. If you find yourself feeling overwhelmed or unsure in the process, our team is very experienced and can help you build out personas to help you grow your business.

If you’re ready to get started, download our free ebook that walks you through how to create buyer personas for your business!

Get started with our buyer persona creation Tool | Build my persona