90. Supercharge Customer Connections - Create Buyer Profiles

The most important asset your business has is your customer. And if you want to capture their attention you need to know them inside and out.

On this episode of The High Performance Marketing podcast, we'll outline the process of creating a buyer persona as an indispensable strategy for creating a genuine connection between you and your ideal client.

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Crafting irresistible connections through buyer personas and targeted marketed.

Transcript

Welcome to The High Performance Marketing Podcast, a show for entrepreneurs and small business owners who want to create meaningful customer connections, using simple marketing and quality content. I’m your marketing guide, Ali Garbero.

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If I were to ask you what the most valuable asset of your business is, your mind might instantly gravitate towards your dedicated team of talented employees, your exceptional service, or perhaps your cutting-edge patented technology. While these are vital contributors to the success of any business. Take a moment to think about this: without a customer, how substantial would the impact of these assets truly be?

For me, everything starts with the customer - as a certified Story Brand Marketing guide, I teach the story brand 7 part framework to my clients, and always lead the discussion by starting with the character of the story - which in business marketing is our client.

Customers are the heartbeat of any business that hopes to thrive. And on this episode of the podcast I want you to reconnect with your ideal customers by building out buyer personas.

Buyer personas are a well-known term for the ideal customer you want to attract and ideally work with over and over again. A buyer persona is a semi-fictional representation of your ideal customer, based on market research and real data about your existing customers.

It’s important to create and re-create or re-evaluate buyer personas because markets shift all the time, and industries change.

And if you’re not crystal clear about your ideal client, then how do you know how to speak when you write emails, or shoot video content?

One perfect example of this is looking at the Stanley drink wear and gear brand. Right now, Stanley cups are all the rage! But years ago the Stanley brand catered to most blue collared men. Stanley could run a campaign that said “hey Joe, we know that come lunch time, you want to sit back and enjoy a warm lunch.”

Today, Stanley continues to speak to Joe, but also speaks to Jane. “Hi Jane, you don’t want a boring life. After yoga, running the kids around, or heading into a long day of meetings you want to be sure you stay hydrated with our super cute Barbie pink colored stanley cup, that holds 40 ozs and keeps your drinks cold!”

Now that Stanley knows, they’re talking to Jane their marketing message becomes more targeted and on point.

So, when thinking about buyer personas, start by creating an ideal customer profile.

Write out a detailed description of the characteristics and traits that define your most valuable customers.

And because I also understand who my ideal customer is, I know that you are entrepreneurs and busy business leaders and that you d