How to Understand Your Buyer? And Succeed in Marketing
You have a product or a service to sell, and you have a target to achieve a sales figure say in this year. You have tried multiple ways but just unable to move the needle. Hence just aiming for all buyers you need to focus on the center.
What is inbound marketing?
Inbound marketing is a method that helps to attract customers to products and services via branding, content marketing, social media marketing, and search engine optimization.
How do you do that?
Yes, you need to be a good marketer. Important traits of a good marketer are, he is authentic, open-minded, and flexible.
How to become a better marketer?
For Inbound marketing, you need to meet and interact with many people, not only many people many types of people. Gain more life experiences by traveling meeting new people. This will come with experience.
Who is your buyer?
You have to have this goal in mind before conducting any marketing activities in Inbound marketing.
Ah, everyone is my buyer.
Oh really if everyone is your buyer then no one is your buyer.
How to define your buyer?
Your aim is to find that one specific type of buyer or Inbound marketing who will fit in the image of 80% of your buyers. Basically, most of your buyers will be of this one type.
You need to connect 1-1 with this type of buyer. The best way to do this is via email because this is 1-1 communication in Inbound marketing.
For 1-1 communication you need to address them by their name, always write emails like you are talking to your friend. if you notice I have written all my blog posts in the first person like I am addressing to you directly instead of they or them.
Hence you have in-depth knowledge about your customer persona or customer avatar in Inbound marketing. Now, let’s look into that.
For this, you need to have more interactions, calls, and surveys.
An Example of 1st Buyer Persona
I have designed a survey for my beginners course in digital marketing
Name: Rajesh Babu
Industry: Senior Executive
Location: Ahmedabad
An Example of 2nd Buyer Persona
Name: Sumit Shah
Industry: Student
Location: Jaipur
To get the survey filled by my prospective buyer, I have created the below survey form
https://forms.gle/UJv2ZoMpqkkw1UzHA
Like knowing about their age, gender, city, and more importantly their frustrations and goals.
Now as you can see above from the two examples, I have two types of a buyer persona
Buyer Persona – 1
My first buyer persona is Rajesh Babu whose age is between 34-45. Earns between 5-15 lakhs per year. He is interested in understanding digital Inbound marketing to add additional sources of income.
Buyer Persona – 2
My second buyer persona is a student whose age is between 18-24 whose name is Sumit Shah, he lives in Jaipur. He is an undergraduate and studying college.
There will be many types of buyers but we need to FOCUS on the CENTER and identity the best fit in Inbound marketing.
Focussed Buyer Persona
For my case I have chosen the 2nd buyer persona, my focussed buyer persona will be a student, who needs all the basics of digital marketing to help him decide if this is best for his future career.
Hence the content I create will be around this one person Sumit.
I hope you found this article useful in understanding the importance of buyer persona.
All the best!
