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Buyer persona development is integral to audience discovery, enabling powerful marketing personalisation tactics. Knowing your potential buyers gives you a deeper understanding of the different personas likely to be attracted to your products or services.
Persona development provides direction to targeting, attracting, and engaging these unique personality types on the various touchpoints they frequent along their buying journey.
Target your audience more effectively by developing semi-fictional personas based on your customers’ likes, preferences, needs and touchpoints.
Consumers show higher compliance rates when receiving messages customised to their unique motivations. Although a single product may appeal to various personality types, the psychographic preferences that attract and motivate them are often very different. These preferences include language tone, images and colours. Personalised campaigns tailored to attract each unique audience with customised messaging and visual content on their favourite touchpoints are thus much more effective at boosting sales than one-size-fits-all marketing plans.
Both demographic and psychographic identifiers give you an enlightening understanding of your target audience. Demographics show age, gender, family, ethnic and socio-economic identifiers. Psychographic identifiers highlight more specific personality traits such as values, culture, needs and interests. Much of this information can be accessed through online searches using the correct search queries. Capturing and analysing user data also provides valuable insights and is essential to refining and boosting ongoing campaigns. Trends and economic factors also affect audience behaviour and should be considered when developing buyer personas.
Identifying and developing buying personas supports the construction of effective messaging to attract and inspire appropriate customers who are aligned with your values, goals and preference. If a customer feels your advert was created for them alone, you have created the “perfect” ad.
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