To ensure that your landing pages are found by the right people who are likely to become sales leads, start with defining your buyer personas.

1. What Are Buyer Personas?
By Douglas Hsu
In Inbound Marketing*, it is important for
your landing page to not just be found by
people, but by the right people. By this, I
mean the people most likely to become
sales leads. Your buyer personas are a
personalization of your ideal customers
to build your business around.
For example, if you were in charge of
marketing for a tour company, you would
have to cater to several types of buyer
personas such as: adventurous
backpackers, vacationing families,
newlywed couples, travelling retirees etc.
These would be your buyer personas as
they would be your most ideal customers
you would like to reach out to. How you
market your product towards each buyer persona will differ to meet their respective
needs.
Identifying and catering to your buyer persona can be done through 3 steps:
1) Interviewing
2) Profiling
3) Marketing
Interviewing
If you have identified certain types of people as your buyer personas, select a large
enough sample size for you to interview. Ask your buyers a series of broad, open-
ended questions so that you can get a better idea of who they are, so that you can
better market your product to them.
Profiling
Once you have gathered enough information on each buyer type, create a profile for
it by personifying the collective attributes of the particular type of buyers. This
includes giving them a name and an image. For instance, if you are marketing for a
tour company, you may have a profile known as ‘Family Man Fred’ for the man
travelling with his family. This helps the marketer to have a clearer direction of whom
they are marketing the product to, This can be very useful in Inbound Marketing,
which revolves around the consumer.
Marketing

2. Now that you have identified your buyer personas, you are able to better understand
your products from the buyers’ perspective, as you are aware of their needs and
interests. Before undergoing a campaign, ask yourself what your particular buyer
persona would think about it, and evaluate it from there. The profiling of buyers
allows marketing strategies to be better planned around these people.
Inbound marketing is planned around the buyers themselves, and has a greater level
of interaction between the marketers and the people they are marketing to as
compared to traditional, outbound marketing, which merely talks about products.
Hence, buyer personas are a vital component of inbound marketing campaigns.
* Inbound marketing is a form of digital marketing that involves SEO, Social Media,
blog and landing pages to generate sales leads.