One of the reasons companies struggle with inbound marketing is they fail to develop buyer personas for their business. If you’ve ever been uninspired or even annoyed by an advertisement that wasn’t relevant to you, you understand why developing buyer personas is crucial toward targeting the right people and growing your business.


What is a buyer persona?

A buyer persona is like a profile which reflects a certain archetype representing your most common or ideal customers. These profiles contain valuable information and insights that help businesses grow in a multitude of ways.

Your company may have a single buyer persona, or you may have several. It really depends on your business. If you offer a very specific service, you’ll probably have fewer personas than a print company offering a wide range of products and services.


Why are buyer personas important?

Your customers want to be understood.

People are much more likely to buy from a company that “gets” them. A buyer persona will provide your team with specific insights into the wants and doubts of your customers.  If you can show your audience you understand their needs and address their concerns, you’ll create the connection today’s consumers are looking for.

You’ll be able to create better audience segmentation.

If you sell sports uniforms, what are the chances your customers who purchase baseball uniforms will be interested in an ebook about basketball uniforms? Probably pretty low. Segmenting your audience is the key to delivering targeted, valuable content your audience will actually want to check out.


Your team will create more valuable content.

From emails to ebooks, creating any piece of content requires a lot of time and resources. Make sure all your effort isn’t going to waste by focusing on topics your customers are interested in and in a format they’ll be most likely to consume. Understanding your audience is the key to developing an effective content strategy.


Buyer Persona Development Tips:


  • Keep it simple. Stick to the facts that are relevant. Do your customers fit into a certain age group or income level? Do they work in a specific industry? What’s the real reason they’re looking for your product or service?

  • Do your research. Don’t rely on your best guess. Keep track of the valuable data your customers provide such as the questions they ask, the reviews they post, and the way they engage on social media.

  • Ask questions. Remember, your customers want to be understood! Asking questions through surveys or interest forms can help you gather valuable data on your current customers so you can reach out to others like them.


Buyer personas are critical part of your inbound marketing strategy. They can help you create better connections with your customers and in turn, attract and convert more valuable leads for your business. If you’re ready to grow your business with inbound marketing, give us a call at (336) 842-1022 today.


Mary Fonvielle
About Mary Fonvielle

Mary is the Content & Marketing Specialist at Nu. Her work at Nu includes a combination of content strategy, SEO, and data analytics. Mary's passions include storytelling, mixing data with creativity, and good syntax.

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