Identify Your Business Persona and Audience

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marketing persona

Do You Know Your B2B User Personas?

Identifying and creating a B2B persona is extremely important for businesses that want to connect with their audience, especially when creating an online presence. How well do you know your audience and user personas? Not knowing your target audience can result in lost sales and poor customer engagement. Creating a user persona by collecting and analyzing insights can greatly benefit your business by reaching that ideal target audience.

A user (or buyer) persona is a fictional representation of a business’s ideal customer. They’re generally based on user research and incorporate the needs, goals, and observed behavior patterns of your target audience. User personas are constructed using sample qualitative and quantitative data that is collected from actual users.

Knowing these personas can help your business relate to your customers as real humans. A business’ target audience is a select group of potential or current consumers, which a business decides to aim its B2B marketing and advertising strategies at in order to sell a product or service.



Using A Buyer Personas in B2B Marketing Campaigns

User personas are extremely helpful for B2B marketing purposes. They help your business understand what your target audience might relate to and enjoy. In turn, your business can use that information in your marketing efforts.

If a business doesn’t know who their right target audience is, they cannot market and sell their products or services correctly. Knowing your persona and audience will give you crucial information such as their age, gender, location (city or country), and their living situation.

Remember that your personas may change over time. Factors such as changes in the industry, new competitors, technology, and environment could affect the way that potential or current customers feel about your product or service. You must keep their emotions in mind. What motivates them to take action? To stay relevant, we recommend you revisit your personas at least every 6-8 months.

This information will help you develop marketing that will talk directly to your audience and resonate with them in order to turn them into loyal customers. By understanding your audience and their hot buttons, you can craft more effective B2B content marketing strategies. With the explosion of social media, content marketing, and mobile devices, you need a marketing persona.


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4 Ways To Benefit From B2B User Personas

Here are some ways in which your business will benefit once you create accurate B2B user personas:

  1. You will gain a better understanding of your ideal customer. A persona will enable you to develop a deeper understanding of your current and prospective customers. You’ll gain a better sense of their likes, habits, demographic info, preferred shopping methods, pain points, and more. Knowing them on a deeper level enables you to connect better.
  2. User personas are also useful in market segmentation. You can send personalized, targeted content to each persona. This kind of “audience attention” leads to better results and long-term relationships. It allows you to communicate using your customers’ language and distribute products using their preferred channels at the right time.
  3. Your Sales Team will be well equipped. Once the sales team recognizes the user persona, they get a more clear understanding of whom they’re targeting. They can, therefore, learn to speak their language and communicate more effectively, whether on the phone, online, or in person.
  4. You save both time and money. Your marketing efforts will become more efficient once you know your person and target audience. You will be able to plan campaigns that reach the right target with fewer resources, resulting in more sales without additional effort or cost on your part.


Discover Your Target Audience

There are many other benefits your business can enjoy once you identify your target audience. However, this is not easy, and not all businesses have the resources to do this on their own. We help businesses find their personas and show them how to get to know their audience better. Contact BNP Engage today and let our talented team of B2B marketing professionals equip you with the skills you need to plan effective marketing strategies.

Once you have a clear understanding of your personas, consider creating a content strategy to help plan out what you want to say. Get your Content Calendar Template to evaluate your current content and start planning out new content by date and type.

Ben LeDonniAugust 03, 2017by Ben LeDonni