A buyer persona is a semi-fictional generalisation/representation of your ideal customer. It is created using a combination of real data on your existing customers and market research.
“Buyer personas are research-based archetypal (modelled) representations of who buyers are, what they are trying to accomplish, what goals drive their behaviour, how they think, how they buy, and why they make buying decisions.” Tony Zambito
For marketing purposes, buyer personas are used to visualise/understand the ideal customer that your business is trying to attract. By having a deep understanding of your business’s ideal customer, we can create content (website content, Google Ads and Facebook advertising copy, etc.) that appeals to your ideal client and drives conversions. This understanding can also be used in other aspects of your business relating to customer acquisition and retention.
Your buyer personas tell you what both your current and prospective customers are thinking when they consider doing business with you and, therefore, provide insights about their buying decisions, including their attitudes and concerns.
The number of buyer personas your business requires depends on the size and nature of your business, and the products and services it sells. Some businesses have one or two buyer personas, whereas others have 10 or more.
Buyer personas are useful for a range of digital marketing activities — SEO, Google Ads, Social Media Marketing, CRO & more — and Bambrick Media’s digital marketing strategists are here to help you understand the benefits. To speak with a Brisbane-based digital marketing specialist about your goals and the solutions we provide, contact us.