Creating Audience Personas
To best connect with your clients and prospects, it is important to first identify what type of individuals make up your target and actual audience. One effective way of doing this is by creating buyer personas to help associate a name, face and demographic data with your clients and prospects so you always know exactly who you are attempting to reach with your social content.
Buyer personas are fictional, generalized representations of your ideal customers. These individuals are your market’s target audience and help you understand your customers, and prospective customers, better, allowing you to tailor content to their specific needs, behaviors and concerns.
The strongest buyer personas are based on market research and insights you gather from your actual customer base. Depending on your business model, you may have 1-2 personas or more.
On the other hand, you also want to think about who your negative personas are. A negative persona is an individual who you don’t want as a customer, such a person who is too “advanced for your product or service, or potential customers who are too expensive to acquire or are unlikely to purchase again from your company.”
Personas enable you to personalize and target your marketing efforts for different segments of your audience. By doing your research and understanding your audience you can attain lower cost-per-lead and cost-per-customer, thus generating higher sales productivity.