A buyer persona is a semi-fictional depiction of the prototypical customer within a target market. In recent years, buyer personas have become a popular alternative for identifying and understanding a target market than a general description.

The following is an introduction to buyer personas, along with an explanation for why personas are so useful for affiliate marketers.

Buyer Persona Basics

A target market is a key component of a well-developed marketing strategy. Marketing success is achieved when you have a compelling marketing mix that satisfies the unique needs of a particular marketplace.

Historically, the common approach to identifying a target market was a general description of potential customers based on demographic, geographic or behavioral traits. But, with a buyer persona, you develop a profile of a person that represents the typical or median customer within your market.

Reasons to Develop Buyer Personas

There are several reasons that buyer personas enhance your abilities to run a successful affiliate marketing business, including:

• Better Understanding of the Market: A buyer persona creates a much more personalized depiction of your marketplace. With a general description of your audience, it is harder to view them as actual people. A buyer persona is a character with real needs, concerns, lifestyle habits, behaviors and personal characteristics.
• Improved Messaging: Because you have a better vision of your customer when developing your website and promotions, you can deliver more targeted messaging. You have more insight into the types of products, messages and promotional gimmicks that people in the market want.
• Content Plan Direction: In addition to quality landing pages for products, affiliate content strategies should include blog articles and other content that attracts interest. You can create more appealing articles when you know the traits, motives and interests of an individual. You know what types of content, topics and passions to tap into.
• Buyer Journey Awareness: Increasingly, stage-based factors are included in target market development. By including your persona’s stage in the buyer journey, you can improve your content, media channel selection and message timing. Someone in the initial awareness stage has different content interests than someone prepared to make a purchase decision, for instance.

Creating Buyer Personas

To create a buyer persona, explore all of the key traits, needs and behaviors that contribute to the reasons a person has interest in your solution. Age, gender, income level, occupation and education are some of the more common demographic traits to address. You may also have a primary geographic region in mind. Give your persona a name to enhance personalization.

After you create a basic personal profile, research the types of questions your profile ponders as he or she investigates the central problem. This research is helpful in identifying topics and keywords to target as you build content. Gather data and reassess your persona over time to recognize any changes. Build your landing pages, articles and promotional content in line with the interests, motives and traits of your persona.

Conclusion

These are some of the key reasons that affiliate marketers should create buyer personas rather than general market descriptions when building a marketing plan. Buyer personas enhance your understanding of your customer’s needs and improve your capacity to deliver an optimized marketing mix.

If your buyer personas include international customers, the payment services offered by Payoneer are integral to optimizing your global revenue!