Marketing personas is a problematic term for many people running small businesses and looking to grow. In a way, it conjures up images of deceptive marketing and implies that your customers are only as valuable as the cash in their pocket.
The fact is that marketing personas are essential if you want to know what your customers want. Without knowing who they are, how can you provide them with goods and services that would be valuable in their lives?
Whether you’re selling high-end luxury real estate, or you’re selling a $5 product, you need to know who your potential buyers are and what it is they’re looking for.
Understanding Customer Needs
Imagine trying to buy a gift for a parent, significant other or friend that you know well. There’s a good chance that you know a lot about them, including what interests they have and what they might really need to make life easier.
While you may never have all of that personal information when it comes to potential customers, that’s the goal that you should keep in mind. When you understand your customer needs, including what it is they really want and what they need, you’ll be in a better position to tailor your product or services to them.
Addressing Customer Needs
A wealth of information about your customers won’t do you a whole lot of good if you don’t use it. Once you have defined marketing personas — meaning who your customers are, what they care about, and even how much money they make — you need to use that information to address their concerns.
Knowing customer concerns also makes social media posts and blog posts much more effective.