Spring your marketing forward with Buyer Personas
The first day of Spring was officially the 20th March so we’re already nine days in!
Despite the weather warnings, the temperature is steadily rising, and we look set to have a wonderful spring here in London.
Statistically, spring is one of the best times of year to give your marketing a boost. As the days get longer and brighter, people become more active, more open to looking at something new. Not to mention that April marks the end/start of the financial year, with companies assigning new budgets ready for the year ahead.
If you’re in B2B then Spring is a great time to start targeting your marketing at the businesses you’re wanting to attract. If you’re looking for contracts or long-term work, then April/May are the top months for acquiring such work. There are a variety of ways that you could choose to approach your marketing, but the key is that it is tailored toward each target customer – be they a business or an individual.
Reaching your Customers
You may or may not have heard of the phrase “buyer personas” sometimes referred to as a “buyer avatar” – simply speaking these are methods by which you identify the correct way to market to specific requirements, frustrations, needs, hopes and expectations of your customers.
Essentially what you do, is you develop a person. A mythical character that fits your customer profile. To get started, you ask yourself a question – “What does my ideal customer look like?”
Key word in this question – IDEAL – you are looking to attract more of your ideal customers, not more of your “typical” customers or your “average” customers. Your ideal customers are just that – ideal.
So you find out the ways to reach them with your marketing, because that way, you can make your business more ideal.
To help you out, we’ve create an example buyer persona. The fictional business we have created for this buyer persona is a beauty salon.
Buyer Persona – Jess
Jess is 28 years old and lives in the same town as the salon. She has long blonde hair and visits the salon every 4-6 weeks for a full set of highlights, wash, cut and blow-dry. She often buys products from the salon and is always open to trying out new things. She values consistency and enjoys taking time out to pamper herself. In her spare time she watches hair and make up tutorials on YouTube.
She is self-employed and works from home and has two children of school age. She socialises a lot and takes great pride in her appearance. She is affluent and enjoys meeting her friends for lunch and enjoys French wines. She visits the local gym four times a week and keeps herself active. She is health-conscious and prefers organic produce. She and her husband dine out at least once a week.
The persona could go on, but what you get here is a snapshot of a person’s life. Remembering that this is the salon’s “ideal” customer.
So, how would the salon reach Jess?
Well, by developing her persona, they get an idea of how she spends her time, where she is likely to go, who she is likely to talk to and her interests beyond their business and their services.
This allows them to more effectively reach Jess with their marketing. So, perhaps they could run a promotion in their salon for a Champaign Lunch and Spa day offer.
Or, they could advertise in the local gym – after all, that is where Jess goes four times a week.
As she works from home, they’re best chance of reaching her with their promotions is likely to be social media. With an active social life, she’ll likely use a platform such as Instagram and therefore, the salon could reach her there too.
There are of course a lot of other ways they could make use of the buyer persona they have created, and they can produce multiple personas – the more they produce the more ways to reach their customers will emerge for them.
Summary (or should that be Springy)
To get your buyer persona created you first have to put yourself in the shoes of your customer and ask why they buy what they buy from you. If you really don’t know, ask some of them, ask them why they chose you over another company offering the same service.
Once you have that understanding, you then have to ask yourself a harder question – Who is your ideal customer? Do you have a current customer whom you would consider ideal?
Then just start creating your personas, the chances are you won’t get it right on the first one. You’ll probably have to produce a few before one springs off the page and you can safely agree that you have created your ideal customer. Then you develop it, work on it, go deeper and – most important of all – work out how to reach that person, you never know, you might just get them!
In need of some support or guidance getting your ideas off the ground?
Written by Stefanie. G
B2B and B2C Marketing Consultant and SEO Specialist @ Dragonfire Marketing