Is Your Business Targeting the Wrong Buyer Personas?

January 30, 2015 Adam Root

Inbound Marketing

Developing buyer personas is becoming a much more common practice for inbound marketers these days, which is fantastic. However, while buyer personas are becoming more mainstream, there has arisen the new problem of ensuring that those personas are the right ones to be targeting. It isn’t uncommon for a brand to develop personas that are at best slightly off and at worst completely off the mark and when this happens it means a lot of lost time and money. If you are a business that is basing their inbound marketing strategy on personas, you need to be constantly ensuring that you are targeting the right ones.

The Biggest Misconceptions Regarding Buyer Personas

If you’re basing your marketing strategy on buyer personas you can’t just assume that once you’ve developed those personas that your work is done. You have to ensure that the personas you’ve come up with are both accurate and helpful. Even if they are, you have to check them periodically, say every six months, to guarantee that they are still the right personas to target. People and their needs can change over time, so thinking that your personas won’t change as well is a recipe for disaster.

Determining if You Are Targeting the Right Buyer Personas

To ensure that your inbound marketing strategy is targeting the right buyer personas or to determine if the buyer personas you have are still relevant, you should ask these questions:

Are These Personas Based on Real People?

One of the great challenges that a business faces when coming up with buyer personas is basing them on real information. It’s very easy to fall into the trap of making assumptions about a particular persona, which can result in a persona that effectively misses the mark. Cross reference the details you have for a persona with your website analytics, social media interactions, and real world interactions. Do this on a regular basis to make sure your personas are accurate.

Are My Personas Aligning With My Products/Services?

You have to constantly be asking if the target persona for a particular would still be interested in your product or service. Have you changed your offering in any way? Has your target persona themselves changed in some way that they would no longer be interested in your offering? Again, don’t assume anything; take a look at your existing data.

Does This Target Persona Consist of Individuals Who Will Actually Convert?

There is a huge gulf between those who would casually check out your offering and those who would actually be interested in converting. For example, you may create blog content around a persona, and while that content may get a lot of attention from those who fit that persona, you still may end up getting few conversions. You should come up with personas based on those who have actually converted with you and their behaviors.

If you are unsure if you are targeting the right personas or you need other assistance with your inbound marketing strategy, then please feel free to contact us for help.

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