Sandy Bassi
With your building product brand do you fully understand your target audience of specifiers and contractors?
Have you actively spoken to those deals you’ve won/lost and understood your target audience from their viewpoint of your building product brand?
If you haven’t done this, there is one thing your building product is neglecting. Without building buyer personas you’ll have a biased view of your target audience.
So, what are buyer personas? And how can you benefit? Read on to find out…
Setting The Foundation Wither Buyer Personas
A buyer persona is a representation of your target customer’s preferences and behaviour as they interact with your building product brand.
A buyer persona describes who your ideal customers are, what their days are like, the challenges they face and how they make decisions.
It’s common to have many buyer personas for your building product business - for example, for specifiers and contractors. This is because they'll have different reasons for evaluating your product or service, and you'll need different strategies to address those needs.
Though, you’ll need to build buyer personas to set the foundation of your building product brand because they help with content creating, product building and servicing packaging.
How Can I Benefit From Buyer Personas?
By not neglecting buyer personas, you can focus your time on qualified prospects and guide product development to suit the needs of your target customers to ultimately align your sales and marketing across your building product brand.
They will help ensure that all activities involved in acquiring and serving your ideal customers are tailored to the targeted buyer’s needs so you can speak the language of these customers.
However, buyer personas aren’t as simple as they sound.
If specifiers and contractors are your ideal customers, you’ll need to understand them from their motivations to their pain points to accurately align your sales and marketing to target them.
The Power Of Pain Points
Understanding pain points will provide you with deeper insights into what messaging your target audience will resonate with and messaging that’ll simply turn them elsewhere.
Identifying pain points is a powerful part of buyer persona research and something not to neglect.
So… How Do I Conduct Buyer Persona Research?
Most of creating your detailed buyer persona will come from gathering information from different sources and speaking to won/loss deals.
This information will help you define a realistic portrait of your audience and will be supported by actual data collected from your building product business.
We recommend conducting interviews because you’ll gain insight into more information and get a feel for your target customers – the insights you’ll gain into these will be invaluable.
Conclusion
Buyer personas are not something to neglect, they will represent your target customer to help drive your marketing and adapt sales to support your building product brand for growth.
Refining the types of people who benefit from your construction solutions and the challenges you help them solve, is key to your efforts to attract and retain leads.
About Insynth
At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.
We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.
As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.