Buyer Personas: Who Are You Targeting?
Often confused with an ICP, buyer personas are a substantially different audience targeting tool that expands upon ICPs and is used by both B2B and B2C companies alike. They are a helpful way for brands to personalize their advertising. According to a breakdown by MLT Creative, utilizing buyer personas in email campaigns led to a 2x higher open rate and a 5x improvement on the click-through rate.
Buyer personas are more specific and personal than ICPs. While ICPs focus on the targeted company, a buyer persona would focus directly on the decision-maker. Buyer personas address many vital details about the targeted person. It includes more hypothetical details than ICPs, with some logical leaps required. A buyer persona should address who the decision-maker is, including age range, demographic characteristics, marital status, and location. But that is just the starting point. It should also address their goals, values, fears, pain points, role at the company they work at, the company size, spending habits, and more.