Buyer Personas – Your Missing Link?

If you haven’t heard the term before, it’s time to start learning.

Buyer personas are essentially profiles that you create based around YOUR ideal lead. Without venturing too far into the research process, the personas you create should be a reflection of the of the type of audience you wish to attract to your online presence. Whether it’s your website, your social media pages, your blog or your online advertisement, you must first create these personas and build each online tool based around them.

So why should you do it? Isn’t it good enough to make a website so great that people will just have to visit it? Quite simply, the answer is no.

Think of it like this: without first creating buyer personas based around your ultimate customer or client, you won’t be able to build your marketing based around the type of individual you need to attract. It would be like opening an Italian book store in the center of Paris; it’s probably not going to work.

Here are the top three reasons why these personas could be the missing link between your digital marketing materials and a high conversion rate:

1. Creating your buyer personas will help you attract the type of buyer your company wants to service.

As mentioned earlier, this one is pretty straight forward. Ensuring you identify the ultimate customer or client for your product or service needs to be the number one priority before you embark on creating any marketing campaign or digital marketing materials.

For example, you will with relative ease be able to place a Facebook ad to drive ‘likes,’ and chances are you could drive thousands of clicks and ‘likes’. However, without knowing who your target is and how to deliver the right content your marketing efforts risk becoming stagnant and those ‘likes’ will essentially become a paid representation of your company’s page.


2. Buyer personas  enable your company to better nurture a real-life lead

Think of the persona as a road map, with point A being a representation of the lead acquisition and point B representing the customer acquisition. There are many ways for you to get from point A to point B, but it’s all about finding the best way. This is the lead nurturing stage. With each persona created, the “route” you take to go from A to B will be different and suit the specific purpose of the identified persona.


3. All information of closed leads can be fed back into the buyer persona identification process, helping your company streamline its digital marketing tactics and focus on increasing the quality lead conversion process.

The most important facet of the buyer persona process is ensuring all of the information collected during the lead nurturing process is tracked. The better you keep track of this information, the more refinements you can make to your personas to further maximize the lead management conversion process.

If you incorporate buyer personas into your overall marketing strategy, your company will no doubt see a change in the way your digital marketing tools work for your business.

John Englezos
John Englezos

John Englezos is the Founder of Inbound Guru, an Australian inbound marketing agency. When he isn't increasing his client's digital marketing performance, he can be found playing his '74 Strat or rooting for the New York Jets.