Do You Really Need to Develop a Buyer Persona?

Creating buyer personas helps you better understand your ideal clients so you can market to them more effectively and spot future business opportunities. They aren’t the only way to define your audience, though.

How Buyer Personas Help Guide Your Business

A detailed profile of the type of client you want to work with makes it easier to understand your target clients as fully fleshed-out individuals. You’re no longer targeting “property developers,” but 45-year-old John who has personal wants, needs, interests, likes, and dislikes that go beyond construction. With this information, you can create marketing that connects with your ideal clients on a deeper level and sets you apart from the competition.

The insight your buyer personas provide helps you decide where your future clients spend their time and what they do there, so you’ll know how to reach them and turn them into leads. If they’re more likely to be on Facebook than LinkedIn, it’s clear where your advertising money should go. Developing future services is also easier when you have a good idea of what your target clients are interested in and what they have and haven’t been satisfied with in past construction projects.

Other Ways to Understand Your Audience

If buyer personas don’t sound like your thing, get to know your target audience better first by defining their problems, then by deciding what solutions you can offer for them. Start by gathering basic information on your target audience. If you want to work with property developers who invest in multifamily housing, find out approximately how many of them are in your area.

Next, consider their goals and challenges, and what they’re ultimately hoping to achieve with their projects. Maybe they’re looking for distinctive architectural features that command higher prices or they’re interested in alternative construction methods that allow for lower-cost housing that sells faster. To better define your niche, look at where your target clients’ needs and wants overlap with your skills.