As a business that sells a service or a product, knowing the needs of the consumer and how what it has to offer can satisfy those needs is essential to the success of a business. On the surface, a business must sell as much of what they have to offer as possible to sustain its vitality in the industry. The more people know about a business, the more money they should be able to make, right? Having a legacy brand behind a business certainly helps in the market of familiarity and trust. But, resting on the laurels of having a well-known service does not guarantee the continued success of a company.

All businesses, no matter if they are big or small, must try to attract and keep their customer bases. To achieve this goal, a business has to know who they are servicing. Of course, if a business attracts people outside of its target demographic, it won’t turn them away. However, gathering resources into figuring out who will most benefit from their products allows companies to create an effective buyer persona.

Breaking Down the Buyer Persona

So, what exactly is a buyer persona? To put it simply, think of it as a profile of every person most likely to interact or utilize a particular service. A profile of a buyer persona can be based on different aspects of a person’s demographic. These aspects can be based on one’s age, gender/sex, how much money they make, race, what they do for a living, and even their relationship status.

A company’s job is to research and analyze the types of people that patronize their services. Everyone has a need and a habit. If a service provides a solution to a need, then people will make it a habit to use their products or services regularly. In the research and analysis process, businesses can use a variety of tools to record data and decipher what was learned into useful tactics to attract more customers.

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What to Research

To get what you want, you must know what you are looking for. With putting together a buyer persona a business must have a plan to reach its target demographic. Mentioned above are the different characteristics to look for when analyzing who uses a service. But a business must also investigate why they may be attracted to said service.

–           The “main” issue: What is the problem that your customers have?

–           Behaviors: How do your customers act as they try to solve their problems?

–           Demographics: Who are the customers that frequent your business?

–           Feedback: What do the customers think of your service or product?

–           Return Rate: Do they return to your place of business long after their problem is handled the first time?

How to Execute

Once the buyer persona data is recorded and interpreted, a business has to act on how it will capture its target audience. One of the main ways a business can formulate a plan of action to capture a target audience is to create a marketing campaign. After a business finds out what the “main issue is, how consumers go about trying to solve it, who exactly has the issue, what they think about the service a business is offering, and how often they reuse said service, the business can tailor a promotional outreach platform to attract the particular buyers on a larger scale.

Marketing campaigns can be traditional or digital, depending on where the main audience likes to consume content. But the idea is that the execution of outreach must attract people based on content about the product or service. TV commercials, social media posts, and print ads can be utilized to gain the attention of an audience, based on the buyer persona data that was attained through research and analysis.

Successful plans of action are based on the amount of interaction, reach, and reaction that the content receives from its intended audience. If a marketing campaign received a lot of attention to turns into leads that turn into more sales, then a business has succeeded in its goal.

In short, a business has to be educated about its customer base to be and remain competitive. The more a buyer feels understood and heard, the more they will reward a business with their money. Plus, the better a company understands its base, the better its products and services will be. The benefits of creating and utilizing a buyer persona are self-sustaining and excellent for business and the consumer.