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One of the first questions you should ask yourself when designing your marketing campaigns is: “How can I connect with my current customers?” The second question you ask should be: “How can I connect with my ideal customers?” Obviously, customer retention is more lucrative than customer acquisition. But that shouldn’t stop you from setting your sights on your ideal customers as well.

Your ideal customers can be described as the customers who will continually have a positive view of your brand, continually spend their hard earned money on your brand’s products or services (their ticket prices are usually higher than regular customers), and continually spread positive word of mouth reviews about your brand.

You are only going to be able to connect with your ideal customers if you understand the types of marketing they are most likely to have a positive response towards. What kinds of marketing most resonates with their likes, dislikes, wants, and needs? Where are they most likely to see this marketing? How are they most likely to access this marketing? What types of in-store promotions and signage do they best respond to? What kind of verbiage speaks to them? Obviously, the list of questions goes on and on and on.

This is where creating buyer personas becomes a must.

Buyer personas are basically just an outline of the personality traits, demographic traits, etc. of your customers. It doesn’t have to be focused on one real customer. In fact, it shouldn’t be. An ideal buyer persona is a mix of traits from your current customers, desired customers, and prospective customers.

As a B2C brand, one of the best ways to study your customers and create these personas is through the Internet, whether it be through social media, your e-newsletter or your website. Make sure you offer your participants a special deal or discount to thank them for their time!

When creating your buyer personas, it’s important to be as specific as possible. Here’s an example of a bad buyer persona for a fictional fast casual burger brand:

“This customer is a man. He is between the ages of 25 and 50. His favorite food is a burger. He lives in the United States.”

There is not much you can do with that information, and it’s not going to help you in the long run. In fact, it might hurt you, since it is going to broaden the scope of your marketing. When you broaden your marketing scope to accommodate everyone you end up alienating everyone instead.

Here is an example of a good buyer persona from the same fictional brand:

“This customer’s name is David. He is a 30 year-old salesman living in the Los Angeles area. He makes around $65,000 per year, but he can make up to $75,000 if he puts in overtime and makes more sales for his company.

Because he lives in Los Angeles, he tries to eat healthy as much as possible. However, he loves ‘cheating’ on his diet with a burger at least once a week. Even though this meal is seen as a cheat meal to him, he still wants to know that his burger is prepared with care by a brand who has strong values, morals, and messaging.

David is incredibly busy. Sometimes he works up to 70 hours per week. His main mode of transportation is his car, but he will sometime take Ubers and cabs on the weekends.

David tries not to spend too much time on social media, but he can’t help it (He is a millennial, after all). His favorite social media platform is Instagram, but he uses Twitter and Facebook to catch up with college friends and family.”

You can do a lot more with this information.

  • Because you know this customer is a man, you can target your marketing to appear in ‘male-dominated’ areas, such as gyms, sports bars, and sporting arenas. You can also change the verbiage and design of your marketing pieces to be a little more ‘masculine’.
  • Because you know this customer tries to eat healthy, you can target your marketing to promoting how your food is GMO-free and how you work towards eliminating food waste. You can incorporate green into your marketing materials, to help drive this point across.
  • Because you know this customer is always on the road, via car or taxi, you can invest in vehicle graphics that he can see when he is stuck in the inevitable Los Angeles traffic jam.
  • Because you know this customer uses social media, you can incorporate social media strategies into your marketing plan.

With targeted marketing, your success is sure to soar. And once your buyer personas are developed, you’re ready to start getting creative. Need help producing your next great marketing campaign? Contact us today.