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Using Buyer Personas To Deliver Added Value


By Joe Harrison

As your customers sort through countless marketing messages received on a daily basis, how are you separating your business from the pack to deliver personalized content that aligns with your ideal prospects’ needs and interests?

buyerTo further this point about one of today’s most fundamental aspects of marketing, Kate Dunn, an award-winning, cross-channel marketing influencer and the Director of Keypoint Intelligence for InfoTrends, informs about the importance of narrowly defining a target audience. She added in great length how to pinpoint prospects based on developing ideal customer profiles, also known as buyer personas.

A semi-fictional representation of your ideal customer based on market research and real data about your existing customers, personas describe the pains, motivations, processes, trusted sources and daily lives of your buyers. In turn, this data collection allows marketers to develop and tailor content in a way that reaches the targeted audiences via the right channels.

According to a 2016 Benchmark Report published by Cintell, a cloud-based customer intelligence platform, in tandem with Marketing Advisory Network, a marketing consulting services firm, 71 percent of companies that reported exceeding revenue and sales goals also reported the use of documented personas. This is clear evidence that developing personas and tailoring marketing content around those semi-fictional representations are integral in successful small business marketing strategies.

To learn more about how buyer personas can help bolster your inbound marketing efforts, grow your marketing ROI and bridge the gap between marketing and sales, contact American Speedy Printing to learn how we can help create buyer personas for your product or service and how to discover the benefits of using data to drive your small business marketing strategy.

Joe_Harrison
Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.