We recently shared with you that Facebook will be eliminating access to targeting data from third-parties on its advertising platform. Today’s consumers are rightfully concerned about how their personal data is being used by marketers, and it’s refreshing to know that the shady data-gathering tactics used by Cambridge Analytica and the like will no longer be acceptable. However, from your business’s perspective, you may have some concerns about how the removal of targeting data will impact the performance of your Facebook campaigns. To experience the least impact from this change, you need to focus on creating detailed buyer personas.
Buyer personas are extremely detailed, semi-fictional descriptions of your ideal customer based on a combination of thorough market research and real data about your existing customers. A well-written buyer persona takes into account the demographics, behaviors, motivations, and goals or your ideal customer. More than likely, you’ll need to create multiple buyer personas for your business. By taking the time to fine-tune your buyer persona, you’ll know where you need to focus your marketing efforts and how to guide product development.
To be able to get value from your buyer personas, you need to build them with enough depth so that your team will understand exactly who your business is targeting.
To create an in-depth buyer persona, you need to be able to answer the following questions:
What does a day in the life of your target customer look like?
What does your target customer want to accomplish?
What are your target customer’s pain points?
Which obstacles are preventing your target customer from reaching his or her objectives?
What questions does your target customer have about your industry, products, and services?
Which keywords and phrases is your target customer typing into search queries to find your business?
What motivates your target customer to engage with a brand?
To build a marketing strategy that will support your business’s goals, you need to take the time to create thorough buyer personas. Sitting down with your team to answer these questions will help you to determine what your ideal customer looks like and how to serve them with content that will motivate them to convert.
If you want to get results from your digital marketing strategy, you need to have a clear understanding of who your target customer is.