It allows us to decide which clients we want to work with!
This section of our website is designed and written to help Smart entrepreneurs. Those who believe in the potential of Marketing and, above all, who are not afraid of new things.
Know your audience is the first axiom of Marketing and the World Wide Web. Let’s start with a phrase you will find repeated many times on our site:
“We cannot sell everything to everyone, because we risk selling nothing to anyone.”
It is a principle in which we strongly believe. One of the first questions we ask Entrepreneurs, Business Owners, Professionals who contact us is: what is your ideal client.
We do not contemplate the answer: everyone.
If you are not convinced by this statement, then we ask:
Would you be willing to work for a client who stresses you out, wants a thousand attentions, and then, in the end, wants to pay you less than what you agreed to?
Many people confuse buyer personas with segmentation of their real customers. They identify those that generate the most revenue, analyze their characteristics, and then look for similar profiles.
We at Factory Communication like to twist the order of things so let’s start right away by saying what buyer personas are NOT:
Buyer personas are mental representations, verisimilar figures, that we compose to precisely define our typical customer.
Building the Buyer Persona represents the most important, if not indispensable, stage when we design any marketing campaign, of any product or service.
Let’s start with the assumption that, no company holds 100% of the Market share, not even Coca-Cola which is one of the most popular and appreciated Brands in the world.
When Pepsi-Cola decided to gain Market share, it analyzed people’s needs and identified a particular target market. What we call in branding jargon a “niche market.”
The construction of the Buyer Persona allows us to define, precisely, our ideal customers, what is essentially, the Market niche we want to target.
Buyer personas, also known as customer profiles or customer personas, are semi-fictional representations of your ideal customers.
If you are reading this page you probably typed one of these keywords into Google:
The term Buyer Persona refers to the ideal potential customer.
The Buyer in fact, is identified with the one who buys, has purchasing power, but has not yet become Customer (Customer).
It is necessary to think of the Buyer Persona as a real model. A person to be taken into account as a target audience, to develop our Marketing and Communication strategy.
We also try to imagine it physically. It often helps. Is she tall or short? Thin or fat? Is she male or female?
Most importantly, we will have to strive to make our Buyer Persona as detailed as possible at the social, lifestyle, character and interest levels.
In fact, the more characteristics we give to our Buyer Persona, the more we will get a specific model to be inspired by, to handle our hypothetical conversation with a typical potential customer.
Knowing what our potential customer is interested in, how much they can spend, their family situation, etc., gives us a great advantage.
In fact, let’s just try to think at the level of verbal, direct, vis a vis communication, what could happen.
Imagine you start talking to a person. Does he or she use terms that I understand, that I am familiar with? Does he deal with topics that interest or intrigue me? If the answer is yes, he will have a high probability of attracting my attention.
To create effective Buyer Personas, it is necessary to gather detailed information that goes beyond simple demographic data. Here are some examples:
Buyer Persona offer numerous advantages for marketing activities:
Buyer Personas can be integrated into different phases of business strategy:
Knowing what to talk about, in what terms, through what, how we can help him–to attract him to us and transform him from a potential customer to a happy and satisfied end customer.
And not surprisingly, ATTRACTING is one of the fundamental points of the Inbound Marketing. Philosophy behind the Factory Communication Strategy.
In fact, the Inbound philosophy touches on 4 basic points: ATTRACT, CONVERT, CLOSE and DELIGHT.
To make this path of transformation happen, we need every tool possible.
And among them, Buyer Personas stand out.
Because they will be able to provide us with the basis for creating a Positioning strategy, focused on Focusing, and will help us maintain a very close relationship with those who will become our Customers (Clients).
We need to have a complete and detailed picture of our Buyer Persona, precisely to be able to attract them to us, convert them into leads, conclude by turning them into Customers, and continue to “pamper” them, making them even become Ambassadors of our Brand.
In fact, let us not forget that in order to achieve a good customer experience, it is necessary to make the customer feel at the center, the undisputed protagonist of our conversation.
And a key tool for maintaining an active and positive relationship with our customers, or potential customers, is Marketing Automation.
You can use a spreadsheet such as Excel to create your buyer personas. Or dedicated software such as HubSpot and Semrush.
If your activities are purely on Social you can also use Facebook directly. Read the article“The buyer persona you can develop from Facebook.”
If you have a need to create them in B2B then you can read this article: B2B Buyer Persona: how to build it?
