Why Are Personas So Important for Industrial Marketing?

Two words: qualified leads. Actually, here are two more: increased sales.

As manufacturers, these no doubt top your list of goals, but without first developing buyer personas, you’ll have to work a whole lot harder to achieve them!

Work Smarter Not Harder.

It’s kind of cliche, but the saying really rings true here. Developing personas is just plain smart because they make it much easier to reach those goals of yours. By identifying your ideal customer, you can focus your marketing efforts to reach exactly the audience you want — people with a problem you can solve!

If you just send your message out there to every Tom, Dick, and Harriet, and only Tom is looking to buy what you’re offering, well, that was a whole lot of time, effort and energy wasted on Dick and Harriet, now wasn’t it? And what if Tom turns out not to be interested either? That’s an amazing amount of hard work for nothing.   

Enter Buyer Personas.

Buyer personas help you to target an audience looking for exactly what you’re selling – A.K.A. qualified leads. That’s because, when you develop personas, you not only gain an understanding of who your customers are, but also where they come from, what their pain points are, and how they go about purchasing products and services. This is valuable information! In fact, it’s the foundation on which really good marketing strategies are built. It’s how you know the kind of content to develop that will be relevant and resonate with your prospective customers — content that answers their questions, solves their problems, and eventually makes you the hero who saves their day — oh, and by the way, all this just happens to increase sales.

Because your message is targeted to attract leads most likely to become qualified, your sales team isn’t wasting time trying to close with customers who don’t fit your ideal personas. Sales are easier to make when you’re selling to a person you know wants to buy!

As a bonus, the audience you attract will start thinking of you as a leader in your industry — congratulations, you just separated yourself from the pack!.

The truth is, trying to create industrial marketing that works without first creating personas is like searching for a needle in a haystack, chasing your own tail, and other clever cliches that represent working harder not smarter rather than the other way around.

Buyer personas for manufacturers are really, really important. period.

If you need help developing yours, just ask the persona pros at Revel. Call 231-727-9778 and we’ll get right on it, so your message gets to the right people, and you get closer to your goals.


Kelly honed her writing, editing, and management skills during her years as a writer and Associate Creative Director at Detroit area agencies. After freelancing from home so she could raise her two kids, she added internet marketing to her skill set. She also has held or currently holds such prestigious titles as Addy, Caddy, and RAC awards-winner, University of Michigan Mom, hockey mom, soccer mom, and other variations of Mom, and Alma College Athletic Hall of Famer in track and cross-country.

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