To briefly summarize, a buyer profile is a representation of your target or ideal customer. (You may have heard it referred to as buyer persona, customer avatar, customer profile, or other variations.) The goal in creating this profile is to deeply understand your target customer, including demographic considerations, motivations and behaviors, to inform your sales and marketing. If you still need some guidance creating your buyer profile, I recommend you download this complete template, which includes instructions to get you started.
I have my buyer profile, now what?
The natural next question after creating your buyer profile is "what the heck am I going to do with this thing?" Fortunately, your buyer profile can be used for many important benefits within your small business. We'll examine a few in this blog.
Give employees a common language
If you have co-founders, employees or contractors, having one or more buyer profiles is an excellent way to create a common language about your target customer. Distribute your buyer profile(s) to everyone in the company (even if they aren't in sales and marketing) and describe its importance.
This is how you want to collectively think about and refer to your customers. As you or colleagues collect more intelligence about your customer, you can update your profile—but the profile should serve as the master barometer of what your customer cares about, thinks about, etc. This will spawn many productive conversations and help immensely with decision-making throughout the company.
Speak to that buyer in your marketing
Now on to the money making. The other big advantage of a buyer profile is that it allows you and your team to have a laser focus when creating your marketing and sales materials.
When you draft any marketing content (website, social media posts, blogs, emails, sales collateral, etc.), you should always keep your buyer in mind. In fact, you should write that content as if you're speaking directly to that buyer, directly to one person. (That's why we name our buyer.) Speak to their challenges, their needs, their goals.
This approach makes your prospective customer feel understood and valued, unlike marketing that simply touts everything great about the company or service.
Create a strategy around your profiles
You may be wondering how to speak directly to your buyer if you have two or three distinct buyer profiles. The great thing about this is that you can create a targeted marketing strategy for each profile, rather than hitting everyone with a more generic message that may or may not apply to them. You can create tailored content for each market, use marketing channels each one prefers, segment your emails for each, and much more.
Let's use a chiropractor as an example. Let's say one persona (Wellness Wendy) is very health conscious, in her 30s and spends time on social media. You may want to create blogs and content related to wellness and post on your social media accounts. As "Wendys" subscribe to your email list, you can also send newsletters and other email campaigns targeted to her goals, challenges and motivations.
On the other hand, another persona for the chiropractor might be Gen X Gary, a middle-aged patient who is facing ailments such as low back pain, headaches, arthritis, etc. Gary isn't a fan of technology and is a little reluctant to try alternative health care approaches. For Gary, social media and email wouldn't be the best approach. Instead, you may want to try advertorials in his local newspaper, highly benefits-focused direct mail and a customer referral program to gain his trust.
As you can see, a one-size-fits-all approach wouldn't appeal to either Wendy or Gary. Wendy would not respond to a sales pitch on arthritis or chronic pain. Gary, meanwhile, wouldn't even see marketing confined only to digital spaces. A tailored approach for each is most effective.
Ready to get started?
Don't be intimidated by fancy marketing words or definitions; creating a buyer profile is something any small business owner can do. Don't forget to download the FREE template to get you started.
That said, if you want some extra help or guidance, don't hesitate to contact us today.