Marcee | September 12, 2017 | Manufacturer Marketing
If you’ve been looking into inbound marketing, you may have heard the term “buyer persona” bandied about. Buyer personas are critical for inbound and digital strategy, because they define your audience, allowing you to create content and deploy marketing techniques that will reach your ideal buyers, convert them to clients, and provide an exceptional ROI on your marketing efforts.
Buyer persona definition
A buyer persona is a fictionalized version of your ideal client types. The persona defines what these clients are like: demographic information like age and gender, job title, job responsibilities, purchasing power, and more. Creating a persona allows you to visualize and understand your audience better, which allows you to hone your content and marketing efforts to be highly effective.
How to create buyer personas
You probably have a good idea already of what your typical client is like. If you create plastic injection moldings of automotive components, you know that your ideal client is a sourcing specialist or product engineer for an automotive OEM, and that this client is usually male, in his late twenties to early forties, and is under extreme time pressure to source components. From your work experience, you probably have this same background information on your other client types (e.g. a Tier II supplier who makes automotive assemblies) as well.
Use the information you have, but don’t just rely on your assumptions. One effective method for understanding your ideal buyer is to interview your best clients. Find out about their job responsibilities, the challenges they face in their work, and how your company can help them and meet their needs. This information can help you:
Simple example persona:
Sourcing Specialist/Product Engineer
Late 20s–early 40s
Sourcing components for vehicles
Working under extreme time pressure
Needs quick turnarounds, on-time delivery, products that can meet OEM specs
Needs suppliers with capability to produce high volume of moldings
To source quality components quickly, at the best possible price, from a reliable supplier
Your buyer personas can be as simple (like the example above) or as detailed as you like, and as works for your application. Once you’ve written buyer personas for your major client types (probably two or three different personas) you’ll better understand your buyers and your audience, and better be able to market to them.
Creating content for your buyer personas
The way that you take advantage of the personas that you’ve created is through creating targeted content that addresses those specific personas. You’ll need to create content—blog posts, infographics, social posts, ebooks, white papers, videos, etc.—specifically geared toward the goals and challenges of your buyer persona. Returning to our previous example, if you are creating content for OEM Oliver, you might write a blog post about how to select a plastic injection molding supplier, create an infographic about the plastic injection molding process from design to receipt by the customer, or publish an ebook about maximizing your plastic molding’s design to reduce structural and cosmetic imperfections.
These pieces of content address the needs of OEM Oliver, which include finding suppliers (blog on selecting injection molders), quick turnaround times (process timeline infographic), and high-quality, spec-meeting components (ebook on minimizing defects). This content is useful and interesting to OEM Oliver, which may prompt him to read it, convert from a site visitor to a lead by providing contact information, or reach out for more information or even a quote.
Buyer personas are a useful and under-utilized tool for understanding the prospective customers you want to target with your marketing efforts. By researching and creating buyer personas and then creating content that addresses the needs of those personas, you can become visible to the type of person you want as a client and peak their interest about your company’s offerings.
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