When it comes to social media communication or advertising, we always recommend that our current and prospective clients create 3-4 buyer personas. This allows us to craft personalized ads with copy, tone, and visuals that effectively reach the target audience. But what about the marketing agency itself? Have you ever wondered what kind of buyer persona you might be based on your own behavior? Join us behind the scenes as we turn the tables and reveal our agency personas!
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Recap: What is a buyer persona?
If you haven't heard of buyer personas yet, it's high time you got to know them!
#m1-p#Buyer personas are fictional, archetypal characters that represent the key traits, life situations, communication styles, and device usage of a desired or actual customer.##
Ideally, we create these "profiles" through interviews using guided questions, and like a resume, we can pull them out of the drawer whenever social media communication or campaign planning comes up. After all, if you have well-crafted buyer personas, you will know exactly what message, what creative, what tone, and what platform to use to reach your target audience.
If you already have an established customer base or loyal following, but you as a business owner envision a different ideal target audience, you can also represent that desired character. If we tailor social media content and ads to this ideal persona, this type of audience will grow.
Creating buyer personas is a complex foundational task, but an online marketing strategy built on them results in pinpoint targeting and high-quality conversions—plus, it only needs to be done once, with only occasional reviews later on.
Who are Selector's buyer personas?
There are certain activities (and a marketing agency's activities fall into this category) where buyer personas play a role not only in attracting new leads and prospective clients but also in communicating with and retaining existing ones.
At Selector, our goal is always to balance the input provided by our clients with the expertise within the agency. Surprisingly, maintaining this balance usually comes down to communication. By knowing our buyer personas, we can draw on proven best practices that help us stay on the golden middle path for effective collaboration.
But now it's time to reveal the fictional characters, molded from common traits, that we always call upon when it comes to targeting, messaging, or communication!
1. The "Expert"
Business owners or those in senior leadership roles don't end up in positions where they must make strategic decisions to achieve common goals by accident. Among them are those who possess extensive knowledge and trust only in that.
Expert Olaf finds it difficult to relinquish control. He would likely feel most comfortable if he could master every field of expertise so that he could handle every task himself.
However, we know that a jack-of-all-trades is a master of none, which is why we see it as our mission to prove the professional competence of our specialist teams to Expert Olaf. We also strive to highlight that he can best foster his company's growth by allowing every team—including himself—to contribute their own specific expertise to the work.
2. The "Outsourcer"
Like Olaf, Outsourcer Helena is a member of senior management, yet she is driven by entirely different goals. (This clearly illustrates the importance of detailed targeting in delivering more personalized messages.) It is no wonder, as she belongs to a different generation for whom "normal" means something quite different, which could even lead to conflict with Olaf. For the sake of peace, let’s assume they lead two different companies, and Helena is very keen to outsource every activity that falls outside her own area of expertise.
#m1-y#She would feel most comfortable if she didn't have to deal with anything that wasn't her specialty at all.##
However, along with the tasks, she often outsources the responsibility as well, leaving most decisions to her partners and teams.
We try to convince Helena why it is worth building a closer collaboration.
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3. The "Investor"
Investor Jonas is a seasoned veteran; it’s hard to show him anything new in his field. His hunger for information is insatiable, and he wouldn't even drink his morning coffee without reading the latest stock market news.
He only makes decisions based on thorough research, and it really bothers him when things don't go according to his calculations.
It is very important for him to receive thorough reports with varied data: Jonas is the leader of THE data-driven company. He wants to know the fate and return on every single cent spent.
#m1-y#He feels comfortable when he knows about the work of all his colleagues and can provide guidance with his expertise.##
Because of these traits, however, he easily gets lost in the details, and due to his data-driven nature, he sometimes overlooks factors that cannot be described by data alone.
We can help Jonas by preparing comprehensive reports where we highlight the connections. Through proper education, we can also point out that the results of online marketing are not influenced solely by factual data.
4. The "Cherry-Picker"
Cherry-Picker Csilla is the youngest member of our target audience. We could describe her in a single sentence: she wants the best of everything. She wants to find the best marketing agency, even if it means finding separate partners for every area (SEO, PPC, social media communication).
Because of this, her resources are spread thin, she cannot build closer collaborations with her partners, and the synergy between online marketing areas provided by a marketing strategy cannot be realized.
To make our collaboration effective, we keep Csilla constantly informed about the latest trends, and we try to deliver our innovative suggestions in her own language so we can guide her on the path of growth.
Since Csilla spends a lot of time searching for the best solutions, we provide her with precise, clear timelines so she doesn't miss out on opportunities that would benefit her.
How do we use personas?
Beyond the fact that creating buyer personas has excellent team-building power and makes it easier for us to think like our customers and clients, these fictional characters help us with many other tasks:
- Copywriting and creative production: when we know who we are talking to, it is easier to find common ground and deliver our messages more effectively.
- Setting ad target audiences: we can create more precise targeting on social platforms based on interests and job titles.
- Service development: by assessing the pain points of our customers/clients, we can offer useful answers and solutions with our services.
- Communication: we can find solutions to our existing clients' problems more effectively, and through appropriate communication, we can steer them back to the golden mean, as we already know in advance how we can help them and what channels we can build to reach them.
Conclusion
Did you recognize yourself in any of these buyer personas? It is important to note that these characters are only equipped with generalized traits, so it is certain that every one of our existing and future clients will differ from them in some way.
We are all different; we value different things and build our relationships in different ways. However, with our buyer personas, we can get one step closer to our clients, think of them as acquaintances, and relate to them more easily from a place of understanding. Ultimately, this allows us to build effective collaborations and well-founded, successful online marketing activities.
#promobox-en#Would you like to assess which buyer personas exist for your company and how you can use them effectively? Reach out to the Selector social media marketing team, and our experts will be happy to assist you with this task as well!##
