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Defining Your Ideal Buyer Persona

The First Step To Creating An Inbound Sales Funnel

On the last blog post we touched on the inbound marketing methodology and how you can use it to build a lead generating website. If we can do a quick recap, the inbound methodology comprises of four stages namely, Attract, Convert, Close, and Delight. The inbound methodology is focused on attracting customers through relevant and helpful content. To put it another way, the main goal of inbound marketing is to draw customers rather than chase them. Easier said than done right? Inbound marketing is a process and it will take months to see results, and that is not the only part. No matter how focused  your inbound marketing efforts are, it will be almost impossible to sell your product or service if you’ve never defined who your ideal buyer persona is, or identified their desires, struggles and frustrations.

As the online space gets more and more congested, it’s becoming increasingly important to have targeted adverts and communications, thus knowing precisely who you’re selling to is imperative. A comprehensive buyer persona will help you determine where to focus your time as well your entire marketing efforts. If done well, you will be able to complement your inbound marketing efforts by attracting valuable visitors and generating quality leads

So what are buyer personas?

Buyer personas are an imagined representation of your ideal customer, generalised characters that build a picture of your ideal and largest markets. They include demographic information like age, geographic location and income as well as psychographic information such a person’s interests, reasons for buying and any concerns they might have.  By getting into the heads of your buyers and deeply understanding who they are, you can create content, offers, and calls to action that speak to them on a more personal level.

Benefits of using buyer personas

  • Better informed marketing strategies
  • Better understating of your customers
  • better customer experience

How can you build your own buyer personas?

Here is one example of a built-out buyer persona we use at our agency, in case you’re looking for inspiration to build out your own:

Defining Your Ideal Buyer Persona 1

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