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Embracing buyer personas: Gaining buy-in across your organization

Buyer personas are important for organizations, but like many tools they are most effective when embraced by all areas of the business. In some companies, the marketing department (whether that consists of one person or 50) develops and utilizes personas regularly, but the buy-in doesn't always extend to other departments. 

Even if you appreciate the benefits of buyer personas, you might struggle gaining acceptance from other areas including the sales team or upper management.

If this sounds familiar, we've outlined some of the key benefits of using buyer personas below. Hopefully these will help you make your case:

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Kleenex Video Campaign Strikes Emotional Chord

A video popped up in my Facebook newsfeed yesterday, shared by a friend with the caption “get your Kleenex ready.”

 It was exactly the response the brand wanted.

This particular video was created by Kleenex as part of its “Messages of Care” campaign, which includes a series of videos intended to make the viewer reach for a tissue (Kleenex brand, of course).

 In this spot, students and teachers at a Nashville elementary school work together to surprise their beloved custodian. When Mr. Patton walks into the gym - where he thought he was going to clean up a spill - he is greeted with cheers and a surprise gathering in his honor. There are signs, cards, laughing and, of course, tears. Kids and administrators share messages of appreciation, and Mr. Patton was presented with a $1,000 check, courtesy of Kleenex. 

 

6 Benefits of Creating Buyer Personas for Your Business

Maybe you’ve heard that you need to create buyer personas for your business.

They sound helpful and all, so you agree that you probably should. But you’re swamped and busy selling. Why stop to think about customers when you could use that valuable time selling to them instead?

Believe me, we get it. You’re anxious to grow your business and don’t want to miss potential opportunities. But here’s the thing – buyer personas are critical to long-term success. If you take the time to do it properly your efforts will be rewarded tenfold. Maybe even a thousand-fold, but you’ve got to start somewhere….

So if you’re tempted to skip or rush through the buyer persona step please don’t. A few hours of work now will be worth it for increased sales and efficiencies down the line.

Why? Here are 6 Benefits of Buyer Personas for Your Business:

Inbound Marketing Terms 101

Every industry has their language. The words, terms and acronyms insiders toss back and forth regularly but mean nothing to the rest of the world.

When you get a group of accountants (or doctors, engineers, chefs, athletes, etc.) talking business in a room it can sound like another language. Marketers are no exception.

Admittedly, us marketing nerds get so excited about things like SEO, CTAs, CACs, LPs and responsive design that we sometimes forget those terms aren’t common knowledge.

How To Determine The Value of Your Marketing Partner/Vendor

I'm pretty intrigued by this subject and it's one of the major reasons our agency is shifting its focus to more inbound marketing and the use of marketing automation software (for adWhite that software is HubSpot).

In my opinion, while relationships are still important – and always will be – they are no longer the single most important factor to why businesses select marketing partners. I believe relationships should still be a major factor in how you choose your marketing vendor and why you choose them, but there are other important aspects to consider.

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