Many factors go into making a buyer persona, such as demographics, income, hobbies and more.
In marketing, it is known that one cannot cater to the masses. If you are working in this type of industry, you often times are dealing with a budget and a deadline. So, how do professionals in this field hone in on who their clientele is?
That’s where buyer personas come in. Companies create buyer personas to specify who their target customer is.
These personas hold information of the customer’s annual income, hobbies, demographics, where they live and how their day-to-day can be (Wright, 2017).
Instead of focusing on the general population, which can be too much, experts tend to narrow it down to a certain type of person who will most likely buy their product.
Buyer personas further help personalize the product more. It is natural for humans to gravitate towards things that makes them feel welcomed. So when the brand displays something that you relate to, you are more likely to invest in it.
How do these buyer personas come about? Companies can read reviews buyers are leaving on their product, host interviews with the clientele or request surveys from the customers about their demographics.
These interactions can help the companies know what is and is not working with their product, with the ultimate goal in turning them to loyal buyers.
In hopes of doing this, they focus on their product’s benefits, displaying how if you use this product your life can become significantly better. Companies like Curology, BetterHelp or Hims have shown this in their advertisements. For me, I get Hims commercials all the time on Hulu, and there are testimonies from customers explaining how their lives did a 360 after using their products.
Based on the customers experiences and their reviews, it helps with product development. Additionally, in today’s society of digital media, it is a lot easier to see feedback on a customer’s encounter with the product. Companies have to be mindful of this, though, as it is much easier for a person to go viral with their negative review.
Digital media is now used as a shortcut to tailoring products to customers. In an article titled, “How we used social media data to build digital buyer personas,” written by Arben Kqiku in 2021, it stated “By targeting personas based on relative interests and serving personalized content, we were able to build a campaign that contributed to increased sales and a better return on advertising investment. However, we can apply this exact same algorithm to any organization that has multiple buyer personas.”
The article was written by ComTogether, which is a company tailored to focusing on scientific data and analytics so their clients can get the best ROI on their digital campaigns. With digital media, it showed that it is possible to craft multiple different ads to tailor to different buyer personas.
Overall, this saves money and time for the companies, hence proving that digital media is an asset to gearing towards buyer personas. This increases the chances of a consumer to purchase the product significantly.
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