the ultimate marketing strategy

Buyer personas may include descriptions as well as demographic and psychological information in the ultimate marketing strategy.

In the early days of client segmentation, the ultimate marketing strategy in this would have sufficed to direct marketing activities and product development. However, as markets evolve and consumer awareness grows, businesses must move beyond traditional buyer profiles to engage their consumers.

If we can apply what we’ve learned about how people make decisions and how companies group people together, the ultimate marketing strategy we’ll be able to reach customers with compassionate solutions that help her rather than clichéd cure-alls that are readily dismissed.

Let’s look at three common buyer persona misunderstandings and what you may do instead.

Related: What is a buyer persona?

Myth #1: Your Buyer Persona Needs A Name

We’ve all heard it said that your persona should have a unique name. Sally Sales Girl and Mary the Marketer are two names that are claimed to assist you bring your persona to life and make it more genuine in your imagination and marketing.

Fact: When you name your buyer persona, you’re bringing prejudice into the equation.

Giving your consumer personas a make-believe name might introduce bias into your marketing in finding the ultimate marketing strategy.

When you employ name bias in your marketing, you’re consciously targeting a certain person as your most valuable customer. That’s incredible! The problem is that you could unintentionally exclude people who are a wonderful fit for your product but don’t look like the person you envisaged. This is an issue.

Related: What is PR Leverage?

People with an easier-to-pronounce name are perceived more favorably in the ultimate marketing strategy than those with a more difficult-to-pronounce name, according to research. While most studies on unconscious name discrimination have focused on resumes and job applications, customer personas may benefit from the same insights.

The difficulty of pronouncing words varies depending on where you live and what language you speak. Keep in mind, though, that a name that appears familiar to you may not be so to your audience.

Based on the segmentation data, personas should be named in the ultimate marketing strategy.

When we create buyer personas, we’re lumping a lot of people together. Instead of naming your personas after people, try naming them after the traits they have in common.

Is soccer a popular sport among these clients who meet the bill? Great! ‘The Soccer Players’ will be their moniker. Alternatively, they may be using your technology to speed up their scheduling processes. We’ll call them the Free Timers since they’re awesome.

This helps to focus buyer personas on the group of people you’re attempting to target in the ultimate marketing strategy, rather than just one fake individual.

Related: What Is Lead Nurturing And What Are The Right Tactics?

Myth #2: To Make Your Buyer Personas More Realistic and Relatable, You Need a Photo

A stock image appears on the first page of most buyer personas. Buyer identities have even been reported to be displayed in offices as cardboard cutouts.

While we commend the effort put out to bring a group of individuals to life in the ultimate marketing strategy, putting one image or person in charge of a large group of people sets the setting for marketing bias.

Fact: Your Customer Persona Does Not Need To Have A Face To Be Realistic.

Although the buyer persona’s picture matches your ideal customer in the ultimate marketing strategy, it isn’t a true depiction of your whole audience. You’ve misled your audience if your Elizabeth character is shown as a middle-aged white female, but your whole audience isn’t middle-aged, white, or female.

When we pick a stock photo for our personas in the ultimate marketing strategy, we run the danger of instilling discrimination based on race, gender, or beauty. These prejudices are so firmly ingrained in our minds that we continue to think in prejudiced ways even though we don’t believe the bias is justified rationally.

This effect is known as the bias blind spot. According to research, 95% of cognition takes place below the level of conscious thought. Even if you are not racist, sexist, or ageist, you have mental patterns that influence your judgments whether you are aware of them or not.

A Google Image search for ‘Buyer Personas’ highlights the issue with allocating photos to buyer personas. These photos aren’t particularly diverse, and a lack of variety might impede a company’s growth.

Solution: Don’t pay attention to the photo.

In your buyer personas in the ultimate marketing strategy, don’t utilize a stock photo. Your marketing efforts and activities will not be harmed as a result of this. It will be a step in the right way in the fight against unconscious discrimination. Rather than using a stock photo, concentrate on the most crucial aspects.

You may feel obliged to incorporate a cartoon character, but this will not help you solve the problem. Remove the photos and concentrate on the text that will assist you in connecting with, reaching, and selling to your customers.

Accepting that your customers come in a variety of races, genders, sizes, and shapes is the first step.

Related: Lead Generation: Can It Be Useful For Your Products?

Myth #3: Buyer Personas Must Describe Personal Characteristics

The majority of B2B buyer personas are established to inform marketing teams and executives about who their clients are and to ensure consistency in promotional activities. Limiting buyer personas to merely character qualities, demographics, and socio-graphic data, on the other hand, restricts your audience and your ability to reach the right individuals at the right time.

The purpose of buyer personas is to demonstrate why customers buy a product or service.

The best way to connect with your audience is to understand and empathize with their pain points. The first step in knowing your audience is to construct and classify buyer personas.

If you divide your audience based on criteria like brands they prefer, habits they have, or job titles, you’re placing people together based on fleeting features.

Consider what would happen if our character changed jobs, moved to a new location, or changed any other facet of her life. As a result, he may unknowingly be pushed out of your client demographic. He likes your product and would buy it again, but you’re not promoting it to his demographic anymore.

Solution: Based on the task at hand, divide the work into portions.

Consider what your clients have hired your product or service to do for them rather than demographics and personality traits when creating personas.

Using buyer persona emotional psychographic data in conjunction with a jobs-to-be-done approach may help you impact your marketing efforts and extend your market in a way that allows you to serve a broad variety of clients.

The most successful buyer personas will be the driving force behind your company’s growth.

Buyer personas need to catch up with our understanding of how people think, behave, and buy. Remove the bogus name and photo from your next buyer persona project and focus on what your consumers use your product to do for them.

Your marketing materials will appeal to a wider audience while yet keeping focused and compassionate. Better buyer personas will provide the framework for more effective marketing strategies that connect with your target audience and help your business grow.