Understanding Your Audience

No personal data was used in the making of this blog post.

In this blog post, I will be sharing with you two tools you can use to tailor your marketing and receive quality results.

The Buyer’s Persona

The Buyer’s persona is a tool that focuses on identifiers, influences, goals, challenges, objections, and opportunities. Focusing on these five aspects allow you to hone in on the specific reasons why a customer might interact with your brand. Take a look at this example below. 

Entrepreneur Eddie is an archetype who strives for success in his business ventures. He registers for webinars and instructional learning regularly and stays up to date on big tech innovations. Eddie’s goal is to grow his income and build a family. His challenges consist of business concerns and a “do it yourself” mentality.  These traits that make up your buying persona allows you to create a portrait of the ideal customer. 

Another tool that is used in conjunction with the buyer’s persona is the Empathy map. The tool outlines what someone might say or feel towards a specific topic. Examine the slide below. Entrepreneur Eddie is an individual that values advice and lessons from high-performing leaders in their industry. He’s always looking to find an opportunity but is stressed by the operational side of the business. 

Best Practices

Imagine you are responsible for selling three empty condos in the Fashion Textile Building in the Fashion District of DTLA. For the sake of this post, we are only focusing on the building specs and the location. It’s a nice brick 11-floor building with two elevators, a garage, and storage. The amenities include a rooftop pool and gym, an artisan supermarket right next door with a music shop, and an art gallery. 

The average price to buy into the building is $480,000 for a little over 1,000 sq. ft. It’s a loft-style layout and the area is just 6 blocks from DTLA proper. Where you have access to WholeFoods, H&M, Target, Zara, California Pizza Kitchen, Sprinkles, and Nordstrom’s flagship order pickup store. 

As the marketer for the condo, I would create two separate campaigns; one appealing to the lifestyle of living in the Fashion District and two, pricing comparisons to other buildings in the area. 

The Fashion Lifestyle Campaign

  • Social media posts of building amenities and cool happenings around The Santee Village, the next-door artisan shopping center. 

  • Influencer collaboration vlog showing loft-style living. 

Fashion Textile Building Price Comparison Campaign

  • Provide downloadable content with neighborhood pricing data 

  • “Just Sold” email

Paint an elaborative picture of what you are selling and who will want to buy what you’re selling. In the age of the sales associate, the questions they would ask you to try to understand what you want and persuade your buying decision are the same tools digital marketers are using in the lens of digital sales. 

The digital sales associates would want to keep these questions in mind:

  1. How can I help you?

  2. Do we have what you are looking for?

  3. How can we improve your experience?

Try generating content around these questions while honing in on your buyer personas and empathy maps. The key to this strategy is the constant update on trends, and behaviors of the persona. Twitter seems to be a great way to gauge the overall persona climate of a specific thought, or topic thus making it very helpful when building your empathy maps.  Click here for a free template of the Buyer Persona and the Empathy Map.