Define your company's buyer personas with our workbook.

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4. Product aware

A product-savvy person knows that they want to buy a certain type of pillow, but they don't yet know who to buy it from. For example, they have been able to define that "I need a high pillow", but they don't know whether a fiber-filled one would be better than another option. Soft or hard? Only for such a person is the marketing angle product-oriented. And that too should be done from an educational angle. Why should they buy a certain type of high pillow and not a competing option? What benefits will they get by buying from you?

5. Fully aware

A fully informed person knows that they want to buy a specific pillow from your company for a specific reason, but they just haven't made the purchase yet for one reason or another. They may not feel a macedonia phone data compelling need to buy it yet, but they know that when I buy, I will buy that one. In this situation, the task of marketing is to keep the company in the customer's mind and use small means to accelerate the purchase: for example, inform them about the limited availability of the product, give a small discount or emphasize the benefits of the product more strongly.

The competition for product-aware and fully-aware customers is the toughest. You can think of product-aware and fully-aware as creating an existing market that your company can capture with good marketing. The other tiers are much less competitive. Therefore, these colder audiences offer great opportunities to grow the size of the overall market, giving your company an edge.

The importance of buyer personas is that you need to plan your marketing specifically for your customers. The purpose of marketing is not to tell them what you want to sell and how uniquely good your product is. The purpose of marketing is to tell them how you can help them better than anyone else and what change you can make in their lives.

Download the workbook for creating buyer personas: