Buyer personas are incredibly useful tools that help marketers ensure that their content marketing efforts are focused on their ideal customers. Creating buyer personas is a time-intensive process involving gathering data from customers and prospects, and pulling insights and trends to create a comprehensive image of who you’re trying to reach. But like any marketing strategy, buyer personas should be re-evaluated from time-to-time to ensure their representation of your ideal customers is still accurate so that you can get the right content in front of them at the right time.
When Should I Re-Evaluate My Buyer Personas?
If you structure your inbound marketing efforts around your buyer personas and aren’t getting great results, it’s time to reconsider if your personas are an accurate reflection of the people you are trying to reach. Perhaps you’re getting poor quality leads—those who don’t meet your budget or industry criteria—or even no leads at all. These are signs that it might be time to re-think your current buyer personas, or create new ones.
Below, we’ve listed three questions you should ask yourself when re-evaluating your buyer personas to help refocus your efforts to reach your ideal customers.
- Are your buyer personas based on real data?
The first question to ask yourself when re-evaluating your buyer personas is: what data did I use to create this in the first place? If you didn’t use data pulled from interviewing your customers and potential customers, then your buyer personas are based merely on assumptions. This is a fatal flaw when it comes to actually trying to target these individuals.
Yes, it’s time-consuming, but creating buyer personas that accurately reflect your target customer will be beneficial to you in all of your future marketing efforts. Consider using this template when creating your next buyer personas.
- Are you targeting a decision maker or an influencer?
Many marketers target decision makers with their content marketing efforts without considering the reality of the B2B purchasing process. High-level executives may identify a problem that needs to be solved, but it’s unlikely that they’re the ones researching and scouring content for solution options. Instead, consider re-targeting your efforts to those who do the product research on behalf of the decision makers, or the influencers, as they are the ones who ultimately influence higher-ups into purchasing a product or not.
- Are your buyer personas detailed enough?
Detail is key when it comes to creating buyer personas that provide you and your team with a comprehensive image of your ideal customer. You buyer personas should include details about their motivations, behaviors, and purchasing patterns, as well as verbatim quotes from customers that highlight what exactly triggered their decision to purchase your product. Creating in-depth buyer personas will help you better target that specific type of high quality customer and improve the quality of the leads you generate.
When it comes to re-evaluating the accuracy of your buyer personas, it starts with these three simple questions. We hope this information helps you refocus your marketing efforts and generate better quality leads and customers.