It's difficult to start marketing for your business if you don't know who you're selling to. This is where buyer personas come in, a.k.a your "dream client." In this episode, Erika & I sit down to discuss all things buyer personas such as what they are, how to make them, and how you can use them for your business advantage!

Biggest Takeaways You Don't Want To Miss

 

What Are Buyer Personas?

Buyer personas are fictional, generalized representations of your ideal customers within your target audience. Think of it like a sketch of a key segment of your target audience. BUT, be sure to keep it realistic. Buyer personas can be used to help you understand your customers, prospects, and who you should be focusing your time on targeting. They can help you tailor content to fill the needs, behaviors, concerns, and triggers of different target audience groups.

How Do You Make A Buyer Persona?

First, you'll have to do some market research and gain insights from your current customer base. Start small. The number of personas you have should depend on the size of your business. Specific targeting allows you to target to get more out of your marketing efforts. You can do research, send out surveys, and interview your target audience. Remember to define from your client's perspective when creating buyer personas.

What Are Negative Personas?

Negative personas are fictional, generalized representations of individuals that you DON'T want as customers. This will help you "get over" people who don't fit so you can move on. They allow you to not beat yourself up when you pass on a potential client and when new clients try and bargain your rates. In other words, negative personas will save you time! Knowing the type of person you don't want as a customer is sometimes more important than knowing your customer.

How Can You Use A Persona?

Personas allow you to personalize and target your marketing to better relate to segments. For best results, use your buyer personas to create content for your prospective clients to hit them at different stops along their buyer's journey. For example, you won't want to use the same messaging to a persona who is in the awareness stage and another who is in the decision stage. Other things to try are:

Try segmenting your email marketing. Create campaigns targeted at different personas at each stage of the buyer's journey.

Make a newsletter for each persona.

Create Ads and create audiences on Facebook and boost the ads to the appropriate

Use negative personas to filter out those who are a bad fit to lower your clicks from ‘bad leads’

 

To Set Up Your Persona...

You'll need to give them a:

Name & Photo.

Background

"A Day In The Life" Story

Goals, Hopes, & Dreams

Challenges, Worries, & Fears

Digital/Online Habits

Biggest Influencers

How Your Company Can Help Your Persona

Common Objections

Real Quotes

Marketing Messaging & Elevator Pitch

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Transcript:

This is episode 111 of Bella in Your Business. The next series of episodes are from a previously recorded live event training series that Erica Goodwin and I did together. The following is a past recording, but the information is just as juicy. I hope you enjoy it.

Welcome to Bella in Your Business, where Bella will discuss anything and everything about your pet sitting business to help you land on target. So get ready—Bella's got your chute. Let's jump.

Welcome to the Jump into Marketing Show. My name is Bella Vasta and I am here with Erica Goodwin. Today, we are going to talk to you all about buyer personas. They’re also called avatars—the one, two, or three types of people that you really want to attract in your bu...