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Why Buyer Personas are so Important

Category: Inbound Marketing

Written by: Tony Adragna

Posted on: July 27, 2018

When it comes to inbound marketing, chances are that you’ve heard the term ‘buyer persona.’ HubSpot defines a buyer persona as “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”

Buyer personas are talked about so much in inbound marketing because your entire marketing strategy revolves around them.

Want to write a blog post? It should be written to your persona. Looking to create a content offer? It should be catered to your persona. Creating a new website design? Its strategy should revolve around your personas.

In short, buyer personas are so important because they help you visualize who your ideal customers are.

Creating Buyer Personas

Creating detailed buyer personas can be a lot of work, but it can pay dividends that make it well worth it.

What do you already know?

Take a look at your current customers and see are if there are any trends or vital information you’re able to identify from your CRM. This includes:

  • Demographic info
  • Background info
  • Shared pain points
  • Challenges they face

And any other common traits that your current customers share.

wuffo-survery-monkey-exampleInterviews and Surveys

Another great way to gather vital info is by interviewing and surveying your current customers. Tools that can help with surveying include:

Offering an incentive for your customers to participate in interviews or surveys can help entice them to participate.

Analyze Your Data

After gathering all of the information that you collected through your CRM, interviews, and surveys, you should take a thorough look at it to create an accurate portrayal of who your customers are.

What to Include

After gathering all of the data, you’re able to finally create your persona. Your persona should include:

  • A fictional character name
  • Demographic and background information
  • A typical day in the life
  • Goals of your ideal customer
  • Common challenges
  • Objections to becoming a customer
  • How they gather information

It’s pretty simple to see why your buyer personas are so vital to your business. Without them, you’re left guessing on who you should be targeting in your marketing efforts. With them, you’re able to tailor your strategy to the people that are most important to your business.

Looking for more details on buyer personas? Download our free eBook below.

Understanding Hubspot: Growing your business with inbound marketing