Buyer Personas and Understanding Target Audiences

In this edition of BadAss Marketing, Mike and Angela discussed the importance of creating buyer personas and understanding target audiences in marketing.

They emphasized the need for market research and talking to clients to understand their needs and how they have changed during the pandemic. They also highlighted the need to differentiate from competitors and focus on personalization in marketing to effectively reach and engage target audiences.

The kitchen remodeling example illustrated the importance of understanding buyer personas in a niche market. The discussion also covered the process of identifying the unmet needs of potential clients and how to attract them through speaking engagements.

Mike and Angela shared their approaches to asking questions to prospects and determining their goals, as well as the importance of defining the target audience as a potential client base. They also discussed the importance of respecting the comfort zones of introverted segments and the need to work with them throughout the year to ensure compliance.

Finally, they emphasized the importance of creating living buyer personas that reflect changes in the market and clients' needs.

Chapters & Topics: Importance of Client Personas and Target Audience in Marketing

Angela and Mike caution against relying solely on AI to create buyer personas. They stress the importance of talking to clients to understand their unmet needs and emotional challenges. They also highlight the need to differentiate from competitors and focus on personalization in marketing.

Client personas and target audience understanding Buyer Personas in a Niche Market

Mike and Angela emphasize the need to define buyer personas in a niche market, as even within a small market, there can be different buyers with specific needs. They discuss the emotional aspects of selling to different groups and the importance of listening to their language to identify their needs. They also mention the importance of setting clear customer expectations, especially those disrupted by remodeling.

The use of multi-purpose spaces in homes - Discussion on Reading Habits

Mike and Angela discuss the decline of reading newspapers and how most people now get their news online. While Mike admits to not reading newspapers anymore, Angela still enjoys reading the physical newspaper. They also discuss how some of their neighbors still get the newspaper and how it is used for different purposes.

The decline of newspaper readership in the digital age - Understanding the Unmet Needs of Potential Clients

Mike Doherty and Angela Dunz delve into identifying the unmet needs of potential clients and how to attract them through speaking engagements. They discuss the importance of understanding the emotional or actual needs of the target audience and framing the presentation around topics such as personal branding, business development, and visibility.

Unmet needs of potential clients - Identifying Target Audience and Creating Buyer Personas

Mike and Angela discuss their target audience's needs and concerns, including compliance issues and lack of time for marketing and writing. They also discuss the importance of creating buyer personas for each segment within the target audience, considering factors such as introversion/extroversion and comfort zones.

Understanding the needs and concerns of different segments within the target audience, such as CPAs, lawyers, and financial planners.

Understanding Target Audience and Meeting Their Needs Mike and Angela discuss the importance of defining the unmet needs of a target audience and developing buyer personas to understand their emotions, language, and concerns.

They stress the need to convert industry-specific jargon into language that resonates with potential customers and offers solutions that address their needs. They also highlight the importance of listening to customers and using their feedback to create personalized solutions that add value to their business.

Buyer Personas and Referrals

Mike and Angela stress the importance of personalization and being aware of the person in front of you, even if they don't fit your buyer persona exactly. They also discuss the need to regularly update buyer personas and ask for referrals from satisfied clients.

Content strategy and platformsAction Items:
Explore alternative ways to consume news besides traditional print newspapers.
Create buyer personas for different segments within the target audience, such as CPAs, lawyers, and financial planners.
Update buyer personas regularly to ensure relevance

Key Questions:

What are our target audience's emotional challenges and feelings that we can solve?

What are the differences between various buyer personas,s and how can we resonate with them in our marketing?
What specific content strategy should be used based on the buyer persona?