Buyer Personas, or buyer ‘avatars’ have been a foundational part of marketing for decades.
They provide a focus for your content marketing and social media teams – a reminder of ‘Who am I doing this for?’
Not all buyer personas are equal though. 80% of your value, your revenue, your traffic and other KPIs still come from 20% of your customer base. Which reminds me of a valuable lesson…
Don’t Forget your Anoraks
Anorak (slang) … “Anorak” /ˈænəræk/ is British slang which refers to a person who has a very strong interest, perhaps obsessive, in niche subjects. This interest may be unacknowledged or not understood by the general public. As an aside, the derivation probably has something to do with these people standing in the rain trainspotting or plane-spotting.
Every business has anoraks, or geeks. Think about categories like shoes or eyewear – there are customers who pay attention to the details, and, get a little annoyed when marketing people don’t care as much as they do.
Anoraks are highly likely to be advocates or fans. If you can build a relationship with these customers then they are more likely to be loyal, repeat buyers, but you also have to work hard to keep them happy. You need to care about the product as much as they do.
Pay Attention to Details
Why should you keep your social media and digital marketing in-house? Why should every image used in your Instagram Marketing be considered in relation to your buyer personas?
Because if you don’t pay attention, if you don’t have as much passion as your most enthusiastic customers, then they will notice.
A couple of Recent Instagram Case Studies.
View this post on Instagram
The post is promoting an even which takes place in the Caribbean, however the photo is taken in Sydney Australia.
Most people, wouldn’t notice, or care. But some did. And it speaks to the brand credibility. Are they just going through the motions, or are they thinking about who is looking at the images and why.
Another example
View this post on Instagram
Okay, so this is pedantic, but I am sure I am not the only one who sees an original Macintosh computer, circa 1984 in a post about 2019. It’s a tiny little thing. A very, very small detail that only your anorak followers will notice. But… once again, it goes to brand credibility.
Pro-Tip: Always think about your buyer personas in everything you do. Don’t forget about your anoraks.
Buyer Personas are covered in several of our Marketing Training courses. Contact the Aquitude team for more details.