Paid advertising is a great way to get your brand, product, or content right in front of your audience, and much faster than any organic effort you can put into it.
As with all your marketing strategy actions, you need to have a thorough understanding of your buyers in order to best meet their needs and effectively target them through your advertising efforts. This is why it is essential that your business embraces the concept of Buyer Persona, which is to design semi-fictitious representations of your ideal customer.
What is a Buyer Persona?
A Buyer Persona is therefore a fictitious representation of the target customers that a company seeks to reach. The Buyer Persona presents an intersection of information and demographic factors, such as age, gender, income, family size and marital status, occupation and position held, political opinions, values. personal, hobbies and attitudes towards current trends, etc. This information can help companies tailor their product and marketing strategy to specific types of customers in their target market. Businesses can develop Buyer Morocco WhatsApp Number List Persona of buyers using real data gathered from phone calls, questionnaires, various performance indicators, and profiles of current customers.
And don’t forget that some tools, like the free version of Google Analytics , are very good at capturing and using data from your website.
There are also negative personas, which can identify for example the type of visitor who will be interested in content on your blog, or even download it, but who is not interested in buying your products or services.
What are Buyer Personas used for?
The main objective of Buyer Persona is to better understand its customers.
But more concretely, here is what this technique can help bring to your business:
- Improve the targeting and reach of your advertising campaign
- Increase conversions
- Increase return on investment and profitability
- Adopt more effective communication
- Identify the “pain points”
- Create products able to solve the different problems of your customers
- Improve user experience
- Improve customer loyalty
- Provide additional value to your best customers
Now let’s see how Buyer Persona can boost your advertising targeting on Paid Social Media platforms.
Targeting with Paid Social
Because your Buyer Persona should include demographic, behavioral, and professional information about your customers, they are especially suited to audiences on paid social networks and media like LinkedIn and Facebook.
And we even notice that the demographic and professional data that normally make up Buyer Persona aligns with the search attributes offered by LinkedIn when the world’s largest professional social network asks you to define your target audience.
So on LinkedIn, and to a lesser extent, Facebook, you can target specific positions and functions that are probably already included in the Buyer Persona you have defined. For example, if you have a Buyer Persona for a Marketing Manager, you can target anyone on the platform who works as a VP or Chief Marketing Officer.
So just take your different Buyer Persona and list all the potential positions and functions that LinkedIn allows you to target. This is a good starting point for your advertising campaigns, when planning your content strategy.