Meet Jane. Jane is an accountant and has been for the past 10 years. She’s married with two children (12 and 14 years of age). She lives in the suburbs and purchases groceries at upscale retailers such as Central Market, Whole Foods, The Fresh Market, etc. She has a combined household income of $180,000 annually. She has a secretary who screens calls and prefers to receive personalized emails early in the week. Jane is like the dozens of individuals we seek to reach every day. She cares deeply about health, feeding her children healthy choices, choosing fresh and organic options, etc. Jane represents a buyer persona.
As we’ve shared in previous articles, a buyer persona is a basic profile of a target customer or consumer. After the DMA Team’s recent trip to Hubspot’s INBOUND 2014 marketing conference, it became more and more evident to our team just HOW important developing these personas are for marketers. Personas will help produce marketers to visualize ideal contacts and collect insights on their behavior, demographic profile, and psychographic information. These generalized characteristics help with understanding the needs, goals, and observed behavior patterns. Ultimately, they allow us to be smarter when defining a marketing strategy which helps motivate buyers to choose your companies and/or products and services over the competitors. We’ve introduced you to Jane – now let’s talk about how you can create a Jane of your own.