Personas can have a massive impact on your strategy by helping you understand the details of the buyers you want to reach. Developing a buyer persona goes beyond simply outlining the consumer’s age or gender. Buyer personas determine their likes and dislikes, goals and challenges, which social media platforms they use, where they spend their time online, how they make decisions, and what drives them to purchase a product or service. By collecting this information, you can figure out the most valuable way to make your marketing dollars pay off – saving you both time and money. For instance, if you know your ideal customer is a tech-savvy, young demographic, you may want to put more effort towards social media advertising and less on print ads or broadcast.

All brands, old and new, can benefit from developing buyer personas. With an accurate idea of the person you’re targeting, you can establish a visual and verbal identity that will resonate and foster much deeper connections with your target audience. Depending on the type of product or service you offer, you may find yourself with a handful of personas to represent the different types of customers you’re targeting. Developing buyer personas can lead to crafting marketing campaigns that are more relevant and tailored to the targeted buyer’s needs.

People naturally gravitate toward businesses they know and trust. That’s why understanding the specifics of your customer demographics through buyer personas can help you become more relatable, reflect your values, and prove that you can fulfill your customers’ needs.

Once you have your personas in place, now it is time to put them to use:

Step 1 – Look at your marketing efforts with the personas as your guiding light, review your brand messaging, and make adjustments to your website.

Step 2 – Consider which platforms you use to advertise. Do they fit with your buyer personas? Would your brand be relatable and interesting to these types of people?

Step 3 – Optimize your content after looking at your branding through the customer’s lens. You’ll now be able to better anticipate how your audience will think, react, and respond to all your marketing communications.

When it comes to your target audience, knowledge is power.