How to Attract Your Ideal Client By Defining a Buyer Persona
If there is one thing that is going to determine the success of your online marketing campaign more than any other factor, it is the ability to narrow down or define your ideal customer.
You need to get much more detailed about your target market to increase sales. You need to narrow your focus. If your target market is too broad, your content will not be specific enough to resonate with your ideal client.
The more you know about ideal clients, the more targeted and ultimately, the more successful your social media marketing campaign will be. If you do not really understand who you’re marketing to, you’re not going to be able to communicate with them in ways that will get their attention or motivate them to take action.
Knowing your ideal customer and understanding their goals, problems and pain points is crucial so that you can focus your attention on the people most likely to convert into customers for your business. Once you start targeting the right persona, you can confidently craft marketing messages that will resonate with them.
Another major advantage of identifying your ideal customers is that you will avoid wasting money on advertising. Not understanding your audience is can lead to an expensive and unproductive campaign.
What is a Buyer Persona?
A buyer persona is a conceptual idea of the perfect client that represents a highly specific segment of your customer base. It is an in-depth analysis of their background, demographics, interests and characteristics. The better you understand your ideal customer, the more personalized your marketing campaign can be.
Defining your buyer persona as a real person will make it easier for you to consider their needs and craft personalized messages that are tailored to them.
As you start to understand who this person is, you can speak to them specifically by focusing on their goals, problems and pain points that they want to solve.
When you create a buyer persona, you’re only talking to one person. You will only ever communicate with one person at a time. Even when you are hosting a webinar with hundreds of people, they are all sitting at their own individual computers. So, in all of the content that you share, you’re going to be addressing one person.
But just because you’re focusing on one person doesn’t mean you’re excluding anyone. You might be directing all of your attention at one person, but you’re actually speaking to all of your prospective customers because if a piece of content resonates with your buyer persona, it is going to resonate with everybody else in your target market. Typically, you’ll want to create 3 or 4 different personas that represents your audience demographics.
Note: if you have multiple products or services, then you must create buyer personas for each.
Creating a Buyer Persona
Your buyer persona needs to be based on real-world data, not speculation. In short, it should be based on someone who has already done business with you.
So, who is your ideal target customer specifically?
It would help if you have a conceptual idea of the person that represents your ideal target customer.
Consider the following data points when creating your buyer persona:
What age group does your ideal customer fall into? This is really important because it will determine the language you use in your ad. If you’re selling your freelancer services to people over the age of 50, you’ll want to be more professional in your writing, and use proper sentence casing with as little slang as possible. However, if you’re marketing the same service to millennials aged between 21 and 34, it makes sense to use ad copy that’s more conversational and cute because that is what they are likely to respond to.
Is gender important here? Even if gender isn’t an issue, you may want to market to men and women in different ways because they respond to ads and marketing messages in different ways.
What is their marital status?
Where do they live? This will determine when you should schedule your social ads and posts to ensure optimum visibility.
What is their level of education?
What is their lifestyle?
What is their spending power?
What language do they speak?
Based on this information, let’s consider how we might go about defining an actual buyer persona.
Let’s assume that you offer freelance social media marketing services to small business owners. One method of defining your ideal target customer is to create an imaginary character based on your current customer base.
Start by giving your persona a name and a profile picture that fits what your ideal customer might look like.
And then define her demographics. So, let’s assume our buyer persona is Lola Fadipe. Lola is 32 years old, married with 2 children aged 7 and 9. She lives in Glendale, California. She is a college graduate, and earns an annual income of $150,000.
Now, let’s imagine that Lola is a small business owner and the founder and owner of a photography studio. She gets a lot of foot traffic but wants to generate more leads for her business through social media. So she’s looking for a marketing professional to help her increase her profile on Twitter, and generate qualified leads that lead to sales.
Now that we’re clear on the demographics of our potential client, we need to dig a little deeper to get to know her on a personal level by defining her psychographics. Getting this information will give us ideas on how to communicate with her in ways that will get her attention.
Psychographhics refer to the following:
Personal and cultural values
Interests and hobbies
Favorite social platforms
Goals and aspirations
Online buying patterns and
Problems and pain points
One way to find out all of this information is by looking at reviews and comments on competitor websites, soical media, and online forums such as dedicated communities on Reddit. For example, as an online marketing business, you could check out subreddits like /r/smallbusiness, /r/startup and /r/entrepreneur.
At this point, what we want to find out is what is important to Lola on a personal level. We need this information so that we can communicate to her in ways that she would respond to. This will provide the insights we need to craft content that will connect with Lola’s emotions.
Understanding the psychographics of your ideal customer allows you to create content that is more likely to resonate with her. The more we know about Lola, the more effective we’ll be at connecting with her on a personal level and converting her into a customer.
When you’re able to relate to the goals, fears, problems and challenges that drive your ideal client, you’re going to be more successful at writing marketing messages that connect with their emotions. When you focus on these insights in your marketing, price won’t be such an important factor to them anymore because you will have connected with their emotions.
Next, it is important to understand what motivates Lola to take action.
Just because you know what your ideal customer wants doesn’t mean that you understand what actually motivates them to take action. People are motivated by different factors.
Making more money;
Becoming more successful;
Being more attractive to men or women;
Being more secure;
Gaining more confidence;
Having more time for family or hobbies.
From what we understand about Lola, we can make an educated guess about what motivates her. Lola wants to get more clients through her website so that her business can continue to grow and flourish. She wants to dominate the Glendale area, and become one of the biggest photographic studios in Los Angeles. For now, she will be satisfied with being the biggest photographic studio in Glendale. So, from understanding her goals, we can safely conclude that Lola is very ambitious, and is motivated by the desire to become more successful.
Next, what are Lola’s core values in business? In other words, what are her moral principles, ethics, and the things that are most important to her in life? Examples of her core values include things like: always providing top value for her clients, offering top-notch photography services, and commitment to always pushing the boundaries.
What challenge or pain point does Lola have that we can solve for her?
If you know the main problem facing your followers and focus on that problem and the solution to that problem in your communications to them, then price will not be an important objection to your audience.
Sharing your knowledge and expertise will give them the confidence that you can solve their problems or achieve their goals. This is why at the beginning of any relationship, it is important to focus on creating and sharing meaningful content with your target market that showcases your knowledge and expertise, rather than promotional content.
Now, Lola wants help with Twitter marketing. She has a Twitter account with lots of followers but her followers are not engaging with her tweets or clicking through to her website. This is a problem that we can solve for Lola, and we’re going to demonstrate our knowledge and expertise by sharing relevant and targeted content with her.
What are Lola’s fears?
When you understand the fears of your persona, you are in a better position to empathize with them. So, we understand that Lola has a fear of not being able to achieve the goals that she wants to achieve from social media marketing. By being able to relate to those fears, we are able to craft marketing messages that demonstrate to Lola that we have the knowledge and the expertise to help her eliminate those fears. The right messages will help us connect with Lola on a deeper emotional level.
What potential objections can get in the way of Lola hiring us?
Lola has hired marketers in the past, but never got value for money which means she has become sceptical and wants to make sure she hires the right business this time. So, to reassure Lola, we need to provide free trials, satisfaction guarantees and testimonials from other customers.
With all of the information that you have collected about your buyer persona, you now have everything that you need to get into their hearts and minds and create the right brand experience for them.
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