Everything was going in the right direction.
The early years at Convirza were an exciting time but we also knew we had some work to do. Specifically, we needed to get more focused.
We had to make sure we were marketing to the exact personas we were targeting.
We knew we needed to develop firm buyer personas.
Sure, we learned a lot of about who buys our product during that period. We learned who to target and how to target them. But we weren’t working to target specific personas.
A buyer persona is a very detailed description of who buys from you. But it is more detailed than simply saying, “marketers buy from us.” A buyer persona is much more than that. A buyer persona asks you to create, in essence, a fake person that you are targeting.
Buyer Persona Example:
We even found a picture of some dude online that we think looks like our mysterious and fake Steve to associate with this persona. We created 6 buyer personas.
This helps us target precise buyer personas when we market.
A buyer persona helps you to very crisply target specific people to market to.
So instead of simply saying that you want to market to people who have trucks (or whatever your target is). You’re now saying that you want to market to late 20s online marketers that work for medium-sized businesses.
This allows you to laser-focus when you create content, update your website, and spend your marketing dollars.
After all, you’re only going to do things that will reach Steve. If your marketing doesn’t reach a bunch of ‘Steves’ than you’re not going to market in that way.