{"id":31170,"date":"2018-10-18T16:18:43","date_gmt":"2018-10-18T16:18:43","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2018\/10\/18\/defining-audience-creating-personas-effective-marketing\/"},"modified":"2018-10-18T16:18:43","modified_gmt":"2018-10-18T16:18:43","slug":"defining-audience-creating-personas-effective-marketing","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/defining-audience-creating-personas-effective-marketing\/","title":{"rendered":"Defining Your Audience &#038; Creating Personas for Effective Marketing Decisions"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-15706\" src=\"http:\/\/brandignitybeta.com\/demo\/brandlatest\/wp-content\/uploads\/2018\/10\/Buyer-Personas.jpg\" alt=\"Buyer Personas\" width=\"848\" height=\"477\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Have you defined your company\u2019s target audience? Has your company developed a buyer persona? If the answer is no, then your marketing campaigns \u2013 and every decision your company makes \u2013 cannot be as effective as it has the potential to be. Continue reading to find out why.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>What is Your Target Audience?<\/strong><\/h2>\n<hr \/>\n<p>A company\u2019s target audience is the group of people who would most benefit from their product or service. These are the individuals who are already actively seeking products or services like those you offer, or who would be interested in them were they to know about them.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Why Are They Important?<\/strong><\/h2>\n<hr \/>\n<p>Defining your target audience is vital because every decision you make will be geared towards them (broadly) and your buyer persona (specifically) as described below.<\/p>\n<p>&nbsp;<\/p>\n<p>Think about it like this. If you get into your car you always have a destination. Without that destination, it is entirely possible to continue driving until you run out of gas or experience car issues pertaining to overheating or other minor mechanics.<\/p>\n<p>&nbsp;<\/p>\n<p>Knowing your destination gives you a clear view of how long it will take, how much fuel you will need, and even what to expect once you get there. The destination is your target audience, and that car is your marketing campaign. Every \u201cmile you drive\u201d or decision you make should be geared towards your destination.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Questions to Ask When Defining Them<\/strong><\/h2>\n<hr \/>\n<p>Defining your audience is as simple as asking yourself a set of questions and answering them. The answers can come from your own experience \u2013 especially if you are an established company \u2013 or from research. You can use surveys or check out who your competition\u2019s customers are. The people who need your competitors\u2019 products or services are also the ones who need yours.<\/p>\n<p>&nbsp;<\/p>\n<p>When defining your brand, the following are the <a href=\"https:\/\/www.huffingtonpost.com\/jose-vasquez\/10-questions-to-ask-about_b_9522108.html\">questions to ask<\/a>. You can feel free to delve deeper into certain questions as it pertains to you.<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Does your target audience favor a specific gender or is it comprised of both equally?<\/li>\n<li>What is their income bracket?<\/li>\n<li>What are their jobs? Is this in a specific industry (such as is the case with many B2B) or several different niches?<\/li>\n<li>How old are they?<\/li>\n<li>What makes them special? For example, they might be stay at home moms, work from home freelancers, doctors, golf enthusiasts, etc.<\/li>\n<li>What are their purchasing habits? What items, outside of your own, do they frequently consume (if any)?<\/li>\n<li>Where do they live? Are they centered around a specific geographical region?<\/li>\n<li>What values or beliefs do they have?<\/li>\n<li>What problems does your target audience face? For example, a stay at home mom may need products which make caring for children easier, while a golf enthusiast will need items that improve his game.<\/li>\n<li>How do they communicate? This may go together with age demographics. Do they prefer social media messaging, email, text, or phone calls?<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>What is a Buyer Persona?<\/strong><\/h2>\n<hr \/>\n<p><a href=\"https:\/\/blog.hubspot.com\/marketing\/buyer-persona-research\">Hubspot<\/a> defines a buyer persona as a \u201csemi-fictional, generalized representations of your ideal customer.\u201d They also state that \u201cPersonas help us all\u2026 internalize the ideal customer we\u2019re trying to attract and relate to our customers as real humans.\u201d The term is often used interchangeably with marketing personas.<\/p>\n<p>&nbsp;<\/p>\n<p>What this means, essentially, is that a buyer persona is a detailed but fictional person who is the <em>ideal<\/em> customer for your business. Although generalized, it is much more specific than a target audience. They bring a level of realism to the world of digital marketing and are an essential part of all modern company\u2019s models.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Why is it Important?<\/strong><\/h2>\n<hr \/>\n<p>A buyer persona, like your target audience, will give you direction. The difference is that instead of catering to a large, generalized group of people, a buyer persona will allow you to cater to a person. When you write articles or blog posts to the second person \u201cyou,\u201d acting as though you are writing to your buyer persona will allow you to create more customized, personalized content.<\/p>\n<p>&nbsp;<\/p>\n<p>By putting a \u201cface\u201d of sorts on your customers you can revolutionize your whole marketing strategy. Customers feel more like real people than just numbers, which is essential to the inbound marketing methodology.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>How to Create A Buyer Persona<\/strong><\/h2>\n<hr \/>\n<p>Creating a buyer persona is like defining your target audience. The difference is that you will be creating a story, not simply defining a large demographic. When answering questions to create your buyer persona, you want to keep your <em>ideal<\/em> customer in mind \u2013 not just any customer.<\/p>\n<p>&nbsp;<\/p>\n<p>Start by defining what their biggest need is. Let\u2019s say you\u2019re a marketing company who caters to small businesses. Your customer\u2019s biggest need would be that they don\u2019t have the time or staff to executive all marketing-related tasks.<\/p>\n<p>&nbsp;<\/p>\n<p>Now, give them a name. We\u2019ll call our theoretical owner Small Business Bill. Now he needs a story to bring him to life.<\/p>\n<p>&nbsp;<\/p>\n<p>Small Business Bill is a man who is probably between the ages of 25 and 49. He\u2019s good at running his business, so he probably has a four-year degree. He\u2019ll be needing to pay out for these services, so his income should reflect this. But also keep in mind that he\u2019s not made of money. So his income probably falls in <a href=\"https:\/\/www.investopedia.com\/financial-edge\/0912\/which-income-class-are-you.aspx\">the upper-middle class income bracket<\/a> of $100K to $350K.<\/p>\n<p>&nbsp;<\/p>\n<p>Last, we need to think about his preference and hobbies. His preferred method of contact is email, because he\u2019s very busy. He is a family man of some kind \u2013 he may be married with one or more children. His free time is spent researching and testing new technologies for his business.<\/p>\n<p>&nbsp;<\/p>\n<p>Now you have a buyer persona, which should look something like this:<\/p>\n<p>&nbsp;<\/p>\n<p><em>Small Business Bill, age 25-49<br \/>\nJob: small business owner<br \/>\nEducation: four-year college degree<br \/>\nIncome: $100K to $350K<br \/>\nPreferred Contact: Email<br \/>\nHobbies: Family Man (married with possibly 1+ children), learning and testing new tech for his business<br \/>\nBiggest Problem: He doesn\u2019t have the time or staff to execute all of his marketing-related tasks<\/em><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Using This Information To make Effective Marketing Decisions<\/strong><\/h2>\n<hr \/>\n<p>With this information in hand you can use it to make more effective marketing decisions. The idea behind both is to give you more direction when making decisions. They put a face on the blurred image of \u201ccustomers.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>Your target audience will give you direction in terms of what content to use, which social media platforms you should leverage, and what promotions may prove fruitful. A buyer persona gives you a specific person to cater your products or services to, as well as someone to write your content for.<\/p>\n<p>&nbsp;<\/p>\n<p>If you keep these two things in mind when making decisions and ask yourself \u201chow would this improve the lives of my target audience,\u201d or \u201cwhich choice is best suited to my buyer persona\u201d then you will be driving your company forward with a solid destination in mind and won\u2019t waste anymore gas getting there.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Have you defined your company\u2019s target audience? Has your company developed a buyer persona? If the answer is no, then your marketing campaigns \u2013 and every decision your company makes \u2013 cannot be as effective as it has the potential to be. Continue reading to find out why. &nbsp; [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16233],"tags":[17281,16473],"class_list":["post-31170","post","type-post","status-publish","format-standard","hentry","category-branding","tag-buyer-personas","tag-personas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Defining Your Audience &amp; Creating Personas for Effective Marketing Decisions - Brandignity<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/brandignitybeta.com\/demo\/brandlatest\/defining-audience-creating-personas-effective-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Defining Your Audience &amp; Creating Personas for Effective Marketing Decisions - Brandignity\" \/>\n<meta property=\"og:description\" content=\"&nbsp; Have you defined your company\u2019s target audience? Has your company developed a buyer persona? If the answer is no, then your marketing campaigns \u2013 and every decision your company makes \u2013 cannot be as effective as it has the potential to be. 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