The first rule of being able to effectively engage with customers (or potential customers) is to have a sound understanding of who they are and what challenges they face.

Only then can you begin to figure out how your services can support them and what the most compelling messaging to attract them will be.

Spending time to obtain this insight doesn’t have to be huge, but it could be a game-changer in terms of connecting with your ideal customers.

This is where buyer personas come in.

What are ‘personas’ and why should I develop them?

Put simply, buyer personas represent the profiles of your ideal clients.

This process will helps you to address the specific needs, behaviours and concerns of those particular groups in your marketing campaigns.

Not only is this likely to improve engagement, but it will establish an emotional connection with the reader and show that your business truly understands their pain points.

To further underline the importance of personas, B2B research and advisory firm SiriusDecisions suggest that using personas can drive a 28% higher campaign response rate and reduce sales cycles by 2 to 3 months.

Pretty good stuff.

Ready to get started? We have written a free guide – download your copy here.

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