Marketing Strategy has changed permanently, how good buyer personas help you adapt and thrive

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Today’s post was originally the next stage in our Inbound marketing series, talking around what a buyer persona is and how it’s so important to have good ones for your business strategy. However ever eager to keep up to date with the latest news, this article released by Entrepreneur magazine (5 Ways Marketing Strategy Has Changed Permanently) really peaked our interest and made the case for good buyers personas and inbound marketing better than anyone.

In the article they list all the ways COVID-19 has rapidly accelerated the changes to how we market. The positive is that marketeers who embrace these changes will be able to grow their brands even if the downturn continues. A big part of it is:

An essential part of an Internet promotional strategy is content marketing, but it is even more critical now. A recent study found that a customer’s No. 1 determining factor now when choosing between brands is the company’s ability to provide useful information in content strategies.

Shifting the mindset

We’ve talked about changing your marketing mindset from selling the products to helping customers to buy your product or service, now more than ever this is the best way to succeed in these tricky times.

With an inbound strategy, our task as marketers is to help our customers through their buying journey. Most customers will have done some research around their new goal or pain point before even defining a solution they need to fulfil their needs. So how do we make sure we provide them with the right information they need and ultimately match up our efforts to showcase how our capabilities can help with their pain points.

What we need to create are great buyer personas. So what are they?

A Buyer persona is a semi-fictional representation of an ideal customer or client based on market research and existing customers.

So why is it important to build out these personas?

Buyer personas provide tremendous structure and insight not only for your marketing team but for the rest of your company. A detailed buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the business. By having these buyer personas it helps keep the customer front and center of all the decisions you make. Ultimately making you better at providing value to them throughout the buying journey and beyond. Coupled with a good buyers’ journey you’ve created a strong foundation to build your marketing strategy.

We’re going to be sharing more information around how to create excellent buyer personas, how to keep them updated, and how to implement them for connected technology customers. Putting the buyer first is a ethos we live and breathe at Beacon, if you’d like to speak to our team around best practices or how to start your inbound journey get in touch.