Buyer Personas Improve Marketing Program Performance

A buyer persona is a fictional representation of your ideal customer, and having well-developed buyer personas is the backbone to successful marketing efforts. Your buyer personas should guide your messaging and content development as well as ABM campaign development, email and nurture campaigns, SEO/digital marketing strategies, and event selection. The better researched and complete your buyer personas, the more effective your marketing will be.

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BIG PICTURE

Companies that successfully develop and use buyer personas in their marketing efforts see an increase in multiple areas:

Website traffic
Organic search volume
Email click-through rates (CTR)
Conversion rates (through the funnel)
Lead flow

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The number of buyer personas you should have depends on your business, but most companies create between 3 - 5:

Too many

If you have more than 5 personas, you might be being too specific and could merge some groups together. Having too many personas can lead to confusion and disorganization.
Too few

If you don't have enough personas, you can look at your company's pain points and motivating factors.

Buyer personas are essential because they help you deeply understand your target customers, allowing you to tailor your marketing efforts, messaging, and product features to better meet their specific needs, pain points, and motivations, ultimately leading to more effective lead generation and customer acquisition strategies.

Buyer personas should be tweaked regularly based on marketing performance results, market shifts, and/or new product enhancements. They should be reviewed at least annually.

Demographics: Age, gender, location, income level, education level, marital status, family situation.
Psychographics: Interests, values, lifestyle, personality traits
Professional Information: Job title, industry, company size, level of authority
Online Behavior: Preferred websites, social media platforms, search habits
Buying Behavior: Decision-making process, buying triggers, objections
Pain Points and Challenges: Problems they face that your product/service can solve
Motivations and Goals: What they hope to achieve by purchasing your product/service

Buyer Personas Improve Marketing Program Performance

Companies that successfully develop and use buyer personas in their marketing efforts see an increase in multiple areas:

Need clarification?

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Get in touch to learn how Britt can help you create, refine, update or optimize your buyer personas