Developing buyer personas can be the difference-maker in your marketing strategy. Did you know that 93% of companies who exceed lead and revenue goals segment their database by buyer personas?
Personas provide a deep understanding of the needs, challenges, and goals of your key audiences and targeted customers. This can help you develop more relevant, compelling content and amplify it to the right audience at the right time — for optimized return on investment.
Take a deeper look at our agency’s expertise in persona development and learn more about why personas are so important to your brand.
Why Are Personas Important?
In today's dynamic and competitive business landscape, understanding your target audience has never been more crucial. We often find that organizations have a deep well of knowledge about their customers. But, it almost always lives in one hard-to-reach place: people's heads. There's no doubt that your sales teams, product managers, and customer service reps — especially those who have been with the company or in the industry for years — are experts on your customers. But how is that knowledge shared? How is it passed down when someone retires? How do you more efficiently use that knowledge to inform your marketing, sales, and product development activities?
Personas are a way to formally document that knowledge, uncover new insights, validate assumptions, and create a source of truth for your organization.
A persona gives you a face, a name, and a user story to relate to for a specific type of buyer or customer so you can better humanize your work. It can also be the starting point for building long-term relationships with your customers. In creating buyer personas, it’s important to read the research, listen to your customers, and make an effort to understand their challenges and needs.
The payoff? These detailed profiles of your customer types can be the key to unlocking effective marketing campaigns that resonate and drive results. Personas are a strategic tool that you can use to guide everything from product development to content creation and customer engagement.
According to Marketing Insider Group:
56% of companies have generated higher-quality leads using buyer personas.
24% of companies generated more leads using buyer personas.
93% of companies who exceed lead and revenue goals segment their database by buyer personas.
2RM Persona Expertise
Over the years we’ve covered many industries and markets during our audience research and persona development for clients. We’ve profiled key positions in industrial, manufacturing, construction, agriculture, and heavy equipment markets, among others. We’ve built an extensive persona library and established a successful track record in audience research and persona development.
20+ — Industries and markets covered by our personas
24+ — Clients we’ve partnered with for persona development
800+ — Interviews conducted
10+ — Years of experience in persona development
200+ — Personas developed
The audience insights we glean from persona development can be used to help you create marketing campaigns that drive business results through content ideation and development, distribution strategy, targeted marketing, and brand development and messaging. Check out this client case study that highlights how we leveraged persona information to reach a specific audience.
We recommend refreshing personas on a regular basis, perhaps every three to five years. Things can shift, particularly how customers get information, their challenges and pain points, and business objectives or pressures that might be impacting their roles.
Use Personas To Drive Results
A well-researched buyer persona can be a great tool and a powerful investment in your marketing efforts. Read more about how to create buyer personas that work for your company. And if you are ready to take a deep dive into your core audience’s needs, motivations, and challenges to get the full picture and deliver results, contact us today to get started.
By Two Rivers Marketing
