Finance Frank. Non-Profit Nancy. Retail Rachel. Alliteration aside, what these names have in common is that they are actually buyer personas and play a vital role in establishing a digital marketing strategy.
A buyer persona is a semi-fictional representation of your business’s ideal customer and includes everything from their job title, industry, age, and gender, to the sources they generally get their news from. With good buyer personas, your company can create targeted content and more personalized messaging to better reach your various customer segments.
Your company can have as many or as few buyer personas as the business requires, but we have found that most personas fall into one of these three categories.
This seems like an obvious Buyer Persona. In B2B marketing, the Decision Maker could be a C-suite executive or a person in finance who has the power to determine how money. However, Decision Makers are sometimes difficult to reach through online marketing channels, as they tend to delegate research to their direct reports.
So, if Decision Makers aren’t using digital channels as much as others, you have to go to the person feeding them information. Direct reports, or "influencers" may be lower down on the corporate totem pole, but they have a voice and the Decision Maker’s ear. A Google study revealed that 81% of non-C-suite employees in corporate settings have some say in purchase decisions.
Nearly half of B2B researchers are younger, falling into the millennial generation that instinctively turns to the internet for answers. They get their news from Facebook and Twitter, and they are far more likely to organically come across your content through social media channels or through online searches.
Not everyone who sees your content is a potential buyer. It is always good to identify and categorize personas with no conversion potential and remove them from analyses where they may cloud data on the effectiveness of your content. A negative buyer persona could be a student who is doing a project on your industry, a competitor keeping an eye on your content strategy, or even a potential customer that is almost a good fit but can’t quite afford your products or services.
Want to start creating your own buyer personas? Download our free guide that walks you through the process step by step.