Guest blog of the week written by Cody Ferguson
If you’re pursuing a career is social media marketing, it is an absolutely necessity to understand who your core audience (target market) is. This will make your job a lot more fun and easier in the long run. When creating content around a strategy, social media professionals develop what is called a “buyer persona.”
A buyer persona is defined as a semi-fictional representation of your ideal customer or audience based on market research and real data about your existing customers. When creating your buyer persona, consider including things like customer demographics, motivations and certain behaviors they encompass. Below are five core reasons why developing a buyer persona is a must-do for social media professionals:
1. Provide tremendous structure and insight for your company
Buyer personas provide structure and insight for your company. Having a detailed buyer persona will aid you and your fellow social media team to know where to focus your efforts, new product development and improved alignment throughout your entire organization.
2. It conveys a stronger brand message
Not having a clearly defined audience will result in unorganized, weak content. By identifying your buyer persona, your brand can tailor content to your specific audience so you’re speaking their language.
3. It minimizes wasted advertising
Targeting the right audience is critical when it comes to advertising your product(s). If you truly understand who your ideal customer is, you will know his/her habits and more specifically what social platforms they typically hang out on.
4. It helps you discover objections
Consumers tend to trust their family and peers. By understanding your buyer persona, you can help to combat objections through content that is relevant to your audience, which will aid in significantly building trust.
5. Helps build and nurture leads
Last but certainly not least, creating the proper buyer persona for your company and/or brand will help you effectively generate leads. By curating and tailoring content that is relevant to them, you will begin to build their trust. By establishing a lead, you and your team now have inside access to nurturing that lead and turning them into a paying customer.
A buyer persona is critical in effectively implementing social media as a viable method in your marketing plan. Truly understanding your customer base or audience is the only efficient and effective method to turn potential customers into paying customers.
Sources: HubSpot & Forbes Magazine
Cody is a senior marketing major in the social media certificate program. He is currently serving as the Social Connect Society Interim President. Get more information about the Social Connect Society on their Facebook and Twitter pages.