May 26, 2016 Jack Barry

Buyer Personas - What Are They, and Why Do They Matter?


If you want your company to be successful, you have to have good SEO and you have to appeal to potential buyers. Among the best ways to get buyers interested in what you can offer them is to understand who they are and what they need from you. That is done through the creation of buyer personas. These are generalized representations of fictional customers, and where those customers may be in the buying process. For example, you may have buyers who are just starting to ask questions, buyers in the middle stages of the purchase process, and buyers who are ready to buy and have made their decision.

Each one of those groups of buyers is important, and each one needs a different type of SEO strategy from your company. If you have a good understanding of personas, and what those personas generally need from your company's marketing, you can make your strategies much more effective. Many buyer personas are based partially on research from the market, and partially on what a company has found to be effective in the past. By looking at both of those concepts and blending them together, your company will have a better opportunity to provide accurate personas that will be effective.

In addition to determining who your company wants to attract and market to, it's also important to know who to avoid. For example, if you have a product that will only appeal to a highly sophisticated audience, you may not want to market to people who will not fit that category. That doesn't mean you will never get a buyer from that market segment, or that you should turn away a paying customer. It's simply that the vast majority of your buyers will not come from that area. Instead, they will come from the market you target and the personas you have created, provided your research and marketing are accurate.

Once buyer personas are created, you have to know how to use them effectively. One of the best ways to have success with buyer personas is through ensuring that the personas are accurate. Another way to see success is to make sure the personas are different enough from one another to be clearly divided. Then, the marketing for each one of the personas must be different, as well. Emails, SEO, and other ways in which you would reach out to potential buyers must all fit with the persona that is being targeted. That gives your company the best chance of seeing success and can help build your company over time.

With the right SEO consultant, your company will be better able to match what you have to offer with people who want to purchase from you. SEO is such a crucial step in the sales chain, but if you aren't clear on who you are targeting and what kind of personas your buyers really have, you may miss the mark with SEO to the point that your strategy is not as successful as you had hoped. Buyer personas help avoid that problem, and improve the marketing your company provides.

ClientBridge is an inbound marketing agency and marketing automation firm.  Our expert marketing consultants in Houston can assist you and your business with all your marketing needs.  Please give us a call to see how we can start helping you drive more traffic to your business.

Published by Jack Barry May 26, 2016