Buyer personas are a critical component of any marketing strategy. But just because they’re necessary and beneficial, doesn’t mean they’re well understood. Most people are very aware that nutrition plays a critical role in our physical health, but that doesn’t mean there aren’t some misunderstandings that influence their diet.
In the same way, some myths and misconceptions have made their way into the concept of buyer personas. Today, we’re going to address some of the most common myths and misconceptions surrounding buyer personas and do our best to correct them.
We’ve already done buyer personas, haven’t we?
Most companies have a set it and forget it mentality about buyer personas, but your ideal customer isn’t stagnant. Because their needs and characteristics change, the content you create for them should, too. It’s a really wise practice to revisit your buyer personas at least once every year in order to be sure they still fit the needs of your customers.
Even worse, many companies may discuss their buyer personas in a general sense, and then never take the time to write down specifics about these representations of their ideal customer. Your buyer personas should be something tangible that anyone on your marketing or sales team can refer to when needed.
Shouldn’t our buyer persona just be a CEO?
When I was studying for the ACT, my guidance counselor recommended I choose C on any question for which I just didn’t know the answer because statistics had shown that C was used as an answer more often than any other letter choice. Using the CEO of a company as your only buyer persona takes a similar strategy. It might be the correct choice, but you’re saying that because you think it’s the most likely and not because you have hard data to back up that decision.
While the CEO of a company is often the final decision maker, he or she isn’t necessarily the first person who will reach out to your business. Instead, your buyer personas might need to include a marketing director or a director of Human Resources.
Should our buyer persona actually be a company?
If you are a B2B company, your marketing plan should always involve an ideal customer profile, which is a representation of the companies who need and choose your solution for their needs. Your buyer personas will represent the actual people at those companies who are searching for a specific solution or are the decision-maker at their business.
It’s important that your marketing plan includes both: you need to know the demographics, needs, and concerns of the person who will be searching for the solution your company offers. And you also need to know which companies are most able to choose your business for their needs. It’s great if the owner of a five employee bakery is considering your business for his payroll, but if your company primarily works with businesses of at least 100 employees, it’s just not the right fit.
Aren’t buyer personas too narrow/broad for our work?
Absolutely not, if you’re backing the creation of your personas up with hard data and stats. If you don’t put a lot of effort into creating your buyer personas, they’re not going to serve your purpose.
Now that we’ve created buyer personas, aren’t we done?
Actually, no. Your work is really just getting started now. Once you’ve created your personas, it’s time to start generating content that meets the needs and inquiries of those personas. This will help your business to show up in the searches of your ideal customers, provide value for those prospects, and start to build a relationship that ends in a partnership.
Are you ready to build out your company’s buyer personas but not sure where to start? Download our free Buyer Persona Template and get started today!