6 Ways to Use a Buyer Persona in Professional Services Firms

by Kirsten Hodgson on 03 19 18 11.55 PM

 Compiling buyer personas (sometimes called ideal client avatars) is common practice in many industry sectors and some professional services firms see the value in them too.


Yet many still haven’t created these ‘semi-fictional representations of their ideal clients based on real data and educated speculation about demographics, behaviours, motivations and goals’ (Hubspot definition) and are likely missing out on quality work from clients they want to represent as a result. 


So, why should you create buyer personas and how should you use them?

 If you want to get found and be relevant to your ideal clients then you need to put them at the centre of everything you’re doing. That means understanding them and the journeys they take from recognising they have a problem or opportunity to deciding to purchase your services. It’s key to delivering them with content that’s relevant to them at that particular moment in time.


Of course, if you’re only targeting a small number of clients, you can go one step further and compile detailed insights about each of them - targeting content and other efforts at individuals. But for many, that’s simply not possible, which is where buyer personas come in.


Buyer personas help you get in the mindset of your ideal clients in order to:


  • identify where they spend time online so you can be there too
  • guide service development, allowing you to create offerings to help them solve a particular problem or take advantage of an opportunity and know they’ll use them
  • help you create the right content, turning visitors into leads, leads into clients and improving the client experience
  • properly evaluate opportunities that come your firm’s way to assess whether or not they are a good fit and, better still, to be able to clearly communicate ‘why not’ to practitioners within your firm, who may have a vested interest in the opportunity (we’ve all been there!)


If you  haven't created  your firm's buyer personas, download our free “How to create buyer personas” eBook where we walk you through the process.

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