Creating effective digital marketing strategies is not as simple as many think. There is no such thing as a recipe that you can follow all the time. Every single campaign that you set up needs to be built based on unique strategy that takes into account the most important factors that apply right now, for what is promoted. This is where the buyer personas step in to offer a better understanding of what would work, based on personal needs and wishes.

Building The Buyer Persona

For every single marketing strategy you have to be aware of who you need to market to. The very best digital marketing strategy for a jeep mechanic will be completely different than the one designed to convert a Harvard student. Strategies have to be built based on detailed buyer personas.

The buyer persona is basically the ideal customer a business can have. You can create it through interviews, surveys, research and much more. Such information has to rely on real data instead of assumptions. Marketing strategies often take wrong turns because of making incorrect assumptions.

The research pool needs to include a proper mix of prospects, customers and people that are basically outside contacts database but that do align with intended target audience.

The problem in most situations is what information needs to be gathered in order to build a suitable digital marketing strategy. You need to choose based on the business and the type of customer that you are targeting (B2C or B2B). It is even important to think about the cost of the product.

Demographic Information Recommendations

The most common demographics that are normally gathered to build buyer personas include:

  • Location – This is usually gathered through the use of web analytics tools and apps.
  • Age – Sometimes this is not relevant but can identify trends.
  • Job Title – This gives information about the existing customer base, usually being highly relevant for the B2B company.
  • Income – Such sensitive information can be incredibly important for building the ideal buyer persona.

Qualitative Information Recommendations

  • Goals – When creating services or products there is already an idea about the goals that the buyer persona wants to achieve. Even so, it is much better to cement such assumptions through direct talks with customers, customer service representatives and sales representatives.
  • Interests And Hobbies – Speaking to people that are in the target audience allows you to determine interests and hobbies. When talking about a fashion brand as an example, you want to know if a large part of the target audience is interested in well-being. This can help create proper content creation in the future. It even helps with bartering and partnerships.
  • Challenges – Customers, customer service representatives and sales representatives offer information about the problems that the audience is now faced with.
  • Priorities – These are important since you want to know what the potential customer sees as being more important. As an example, for the B2B company, if the audience mainly values customer support instead of price you can have a much higher profit in the long run by carefully aligning prices with needs.