Mastering Target Personas: Unleash the Power of Knowing Your Audience
You started your business–yay you! But now you’re in the all-too-scary phase of: where do I find my buyers/clients/raving fans? A lot of words get flung around at this point: target market, ideal client, community etc. Let’s dive into the most popular one and what I prefer instead.
Understanding the Limitations of the "Ideal Client" Concept
The most popular phase we hear that coaches, business influencers and all the bloggers on the internet (how are there so many?) use is ideal client. It’s a good start but it’s not the best way. Let’s talk about what an ideal client is, aside from the obvious: ideal.
They are the primary person that you need to bring to life as the person you write your content for, who you speak to in your social post, who loves your product/service and can’t live without it (bonus points if they enthusiastically share with their friends). You know their age range and their spending habits and some big picture problems they face that you solve.
The Magic of Target Personas: Going Beyond the Generic
Sounds complicated, really isn’t. Personas are…dare I say it: FUN. We take that general ideal client that you know all about and we get even more specific and granular. We break it out into even more specific people. Yep, plural. You are no longer speaking to a person, you are speaking to a group of people. This is great news because more personas = more buying power.
Crafting Detailed Target Personas for Effective Marketing
Ideal Client: Women in the USA 30-45, 50K+ in annual salary, business professionals, uses LinkedIn for networking and drives a hybrid
Target Persona: Business Bryn. Bryn lives in a small town and is very dialed into her community. She trusts the advice of her network and is very active on Instagram. She loves supporting local, loves a good discount/free shipping code and often gifts her purchases to those that she loves. She has a garden, is focused on sustainability and shops at the farmers market every weekend with her three small children. She hates list building tactics as a principle, but loves a good challenge and often participates in those.
See the difference? It’s huge. Most businesses have 3-4 specific buyer types. They hang out in certain spots, they have certain challenges and they have certain things they gravitate towards. Knowing this information is a crucial piece of your marketing strategy.
Leveraging Multiple Buyer Types for Increased Success
We walk our clients through exercises like these during strategy sessions and also though our Marketing Strategy Bootcamp. Need help with your marketing strategy and identifying your personas? Ready to dig deep and kick off 2021 with a bang AND a killer strategy that works? We’d love to help you!
Enhancing Your Marketing Strategy with Persona Insights
In conclusion, understanding and crafting target personas allows you to go beyond the generic ideal client concept. By creating detailed personas, you can effectively tailor your content and messaging to resonate with specific buyer types, increasing the success of your marketing efforts. Take the time to identify your target personas and leverage their unique characteristics to develop a killer marketing strategy for your business.
