Are Buyer Personas Just A Waste of Time?

Are Buyer Personas A Waste of Time?

When you have work that needs to get done ASAP, it is easy to push a seemingly less important task – like creating buyer personas – to the back burner. After all, you have work to do. You need to make sure  blogs are published, social media posts are up, ads are running and performing like they should, and that all your long form content is up to snuff. It is easy to get consumed by day to day tasks, and forget about buyer personas. But when you put off creating buyer personas, you are actually limiting yourself, as well as the content and ads you create.

Getting Inside Their Heads: Using Buyer Personas & Customer Journey Mapping as a Tactical Framework for Learning about Your Customers [Part 3]

Creating buyer personas should form a critical piece of your digital marketing strategy, and is essential to understanding your clients’ target buyers; however, it is merely part of the process you and your organization must implement in order to really get inside the heads of your clients’ customers.

The other critical part is understanding a buyer’s journey through the various stages of your clients’ sales process.

Getting Inside Their Heads: Using Buyer Personas & Customer Journey Mapping as a Tactical Framework for Learning about Your Customers [Part 2]

Welcome back for Part 2 of the Getting Inside Their Heads series.

Now that you know what a buyer persona is, you need to understand the science behind creating them for clients’ customers.

Creating buyer personas is somewhat scientific in nature because it involves lots of research.

While many people’s first thought in creating a buyer persona is to simply create hypothetical customer personalities based on their target audience, these will ultimately get you nowhere.

A target audience is much different than a target buyer. Your target audience may refer to key demographics like location, age range,  gender, and occupation type; however, your target buyer will include these characteristics and even more specific criteria.

So what’s the scientific method to crafting the ultimate buyer personas?

Getting Inside Their Heads: Using Buyer Personas & Customer Journey Mapping as a Tactical Framework for Learning about Your Customers

Buyer personas and customer journey mapping are terms that have been thrown around in marketing for years; however, only recently have digital marketers come to realize how important these can be for creating successful inbound marketing campaigns.

This post is the first in a series of four that is designed to give you insights into developing the tools that your organization needs to more accurately understand your target audience, and expand your promotional reach. Here are the different parts of this series you can look forward to over the next few days:

  • Part 1: What is a Buyer Persona Anyway?
  • Part 2: The Science of Creating a Buyer Persona
  • Part 3: Mapping the Customer Journey
  • Part 4: Mind the Gaps: Filling Holes in Your Client’s Content Strategy

Foxtail Marketing is a digital marketing firm that provides content marketing, digital marketing, and lead generation services for small and mid-market companies.

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