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Do You Know Your Customers? Identify Your Buyers for Human-Centered Marketing

You know that it’s vital to truly connect with your customers in order to understand their needs so you can meet and exceed them. But in today’s world, it’s not as simple as creating an impersonal blanket advertisement to reach your potential clients; today, you must tailor your reach to your diverse audience. But how do you establish these connections while opening the lines of communication in your marketing? That’s where human-centered marketing comes in.

What is Human Centered-Marketing?

It’s no longer a world in which a company can rely on clichés, old adages or the status quo to advertise to their clients. Rather than making assumptions or homogenizing your client base, human-centered marketing puts individuals first. By focusing on the unique desires of your existing and potential customers, you’ll reach them on a personal level, which will add credibility to your efforts and validity to your client’s needs.

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Why Use Human Centered-Marketing?

Putting your customers at the core of your marketing approach will come with many, often immediately apparent benefits. At the top of that list comes the outward perception of your company. When you focus on your clients or customers in every stage of your marketing process while delivering the best possible experience, word will travel and will elevate your positive reputation.

Your elevated appeal will, in turn, attract new, valuable customers to your business. And by taking the time to listen and cultivate your relationships with existing clients, customer satisfaction will grow in tandem. By opening these lines of communication and establishing a personal feel to your company, you’ll also gain valuable insight into potential areas of growth, which will not only propel your business, but also validate the opinions of your existing clients.

You may wonder: How do you establish these relationships and build out a marketing plan to appeal to your unique audience without reaching out to every single client? Buyer personas, that’s how.

What is a Buyer Persona?

To build out an insightful and educated human-centered marketing plan, you’ll need to start by creating buyer personas. A buyer persona is a fictional depiction of your customer that you develop based on market research, feedback and data from your existing customers. To create a useful persona, you’ll want to include things like demographics, goals, buying (and behavioral) patterns and more. In this case, being overly thorough is a good thing!

Creating buyer personas requires detailed research, open lines of communication and patience. You will want to reach a broad scale of people while doing your research, leaning on the opinions of both “good” and “bad” customers to truly shape the scope of your personas. You will develop fictional representations of your ideal customer and build out an idea of their wants and needs.

You should establish at least two personas to start, but you may find that you’ll need up to a dozen to represent your client base. There are some helpful templates available in creating buyer personas that are easy to use, and will serve as a tool to guide your research.

How to Use Buyer Personas

Developing educated buyer personas will not only provide solid guidance for the growth and structure of your business but will also help determine where to reach your most valuable leads with personalized marketing and captivating content.

Once you have built out these personas, you’ll be able to reach both your existing and future clients more readily. You’ll be a better communicator because you’ll understand their communication style, which will aid in sales, lead generation, social media reach and customer service. You’ll deliver a better product or service because you’ll learn what is working and what is not in the eyes of your clients. You’ll be able to develop better marketing campaigns because you’ll know who you’re talking to, what they’re looking for and what they want from you, the business.

In developing these detailed personas by researching, surveying and communicating with both your existing and potential client base, you’ll have learned valuable information about how your company can fulfill the needs of your customers.

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Katie Stroh
Katie Stroh
Katie is the Editorial Manager at Belo + Company and has experience writing and editing digital and print copy for a variety of industries, including hospitality, beauty, health and retail.