The Buyer Persona: A Necessary Element of Social Selling
If you don’t know to whom you’re selling, then why are you selling? You may know the overal
l market to which you’re targeting, but there’s an old maxim from Business Network International (BNI) that really applies in this case: Specific is terrific! (A bit corny? Yes. But believe me, you’ll never forget it. I’ve tried.)
Hubspot (a company I really respect) also advises that when creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. And of course, creating a specific buyer persona will bring you those terrific results.
While creating a buyer persona is not that difficult to do, you should take the process seriously, and devote some real time to develop it. Many factors go into developing a comprehensive buyer persona, and when it comes to Social Selling, they cut across multiple social platforms. For this article, though, I will cover the components that are key when you use LinkedIn to find and engage prospects.