Informing Your Marketing With Buyer Personas

Customer personas help you see what your prospective buyers have in common beyond their interest in construction. Using that information to guide your marketing efforts lets you get into your prospects’ heads so you know how to reach them and deliver the messages that get them to buy.

Get to Know Their Problems

Well-developed “goals” and “challenges” sections are critical to any buyer persona. When you know your prospects’ goals and the roadblocks they face in reaching those goals, you’ll be better able to position your company as the solution.

If you target property developers, you might find local building permit data shows rising interest in commercial property construction. Taking that information, you could create a buyer persona for commercial property developers that mentions their frustration with loans that come up short of what they need. Now you know your marketing can grab their attention by mentioning that you can provide 100-percent financing in a single loan.

Meet Them on Their Own Turf

Your buyer personas should tell you about how your target client spends time. If the persona of your trend-conscious young home builders get their ideas from interior design websites and Instagram, you’ll know those are good places to market your most stylish light fixtures, floor coverings, cabinets, and other design-related products. If your older home remodeling persona prefers print magazines and Facebook, you might use those platforms to promote products with more traditional designs.

Build a Stronger Rapport

The better you know someone, the easier it is to create marketing that speaks to them on a personal level. When your prospect feels understood as a person, not just a construction project, they’re more likely to trust your marketing message. If you sell fireplaces to older home remodelers, you might touch on benefits, such as making memories with grandchildren or enjoying luxuries they worked a lifetime to attain. Highlighting safety and convenience features that benefit older users also shows your target prospects you understand their concerns.  

For more ideas on using customer personas to improve your marketing, contact Construction Monitor.