What Are Buyer Personas? According to The Buyer Persona Manifesto, a buyer persona is “an archetype, composite picture of the real people who buy, or might buy, products like the ones you sell.” The idea behind a persona is to gather a wide range of data sources including demographic and behavioral data as well as preferences for content discovery, content consumption, and how they engage with content all wrapped up in a nice little package. This helps you to better understand what each customer group cares about and allows you to create more relevant content that will inspire them to buy from you as well as share it with others through various methods (social media, email, word of mouth, etc).
Why Are Buyer Personas Important To Your Business?There are several reasons by buyer personas are important to all businesses, large and small. Let’s cover a few of them below.
- Keyword themes don’t buy products or services, people do, so it’s vital to the success of your business to understand who those people are so you can better market to them
- The better aligned your content is to your customer’s interests, the more effective your content marketing efforts will be in increasing sales as well as customer satisfaction
- The more relevant and useful your content is, the more backlinks and social shares it will attract
- The more relevant and useful your content is, the more appealing it will be to the search engines