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Mike Lieberman, CEO and Chief Revenue ScientistMon, Jun 18, 2018 3 min read

Why Buyer Personas Are More Important Than You Think

{}Are you a business owner who has tried all known tricks of the trade, but you still can't make your business recover from a scary slump? If so, you need to embrace the new and forget the old way of doing business.

Customers’ preferences have changed a lot over the past decade. This fact alone should make you realize the need to adopt modern practices to make your business profitable. One of the most effective ways to better know and engage your target market and increase visibility and sales is creating buyer personas.

In this post, you will learn what buyer personas are and why they are important for your business to grow and expand.

Buyer Persona: An Overview

A buyer persona reflects the preferences and traits of your target market. Digital marketing firm HubSpot defines it as a semi-fictional representation of your ideal buyer based on market research. It is common for a company to have multiple personas.

Now that you have an idea of what a buyer persona is, let's find out why it's essential for your business's success.

Insight about Buyers’ Behaviours

A buyer persona will provide you deep behavioural insights into your ideal buyer. You will know where your potential buyers spend most of their time. This will allow you to use the right platforms to reach your target market and create content that resonates with your audience.

Effective Marketing Content

You will know the likes and dislikes of your target market by creating a buyer persona. This information can be used to make your marketing content more effective. You can segment your customers based on buyer persona and develop more personalised content.

Increased Lead Generation

Sales personnel can use buyer personas for an improved lead generation strategy. They can tailor the marketing messages and target the right people. The buyer persona can serve as a solid foundation for reaching the target market. Sales personnel can better address the concerns and issues of the target market and keep the sales funnel full of promising leads.

Search Engine Optimization

By conducting market research to create buyer personas, you can discover new and effective long-tail keywords. By looking for the buyer's pain points when creating a persona, you will know what search terms most users type in Google or other search engines. You can then optimize your website using these keywords. This will help in ranking your website, resulting in free online traffic.

Improve Product Offerings

When you complete a detailed buyer persona exercise, you will know what the exact requirements of your target customers are. This information will prove invaluable in making your products sync with target market preferences. You can use the buyer personas to revitalize your existing offerings and make them better than those of your competitors.

The above are just some of the ways your business can benefit from creating buyer personas.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.