Why You Need Buyer Personas For Your Game Marketing Strategy
by Game Marketing Genie, on 09-Mar-2021 11:11:45
Understanding your target audience requires a tremendous amount of research. Whether you’re a startup or an accomplished enterprise, putting yourself in your customer’s shoes is the first step to selling your game to your audience. This is where buyer personas come into play to help businesses generate a higher return on investment.
What is a buyer persona?
Buyer personas are semi-fictional characters that represent specific micro segments of your target audience. Buyer personas describe your target audience in detail, shedding light on their challenges, needs, and preferences. This helps you segregate your target audience into specific groups that share similar interests and characteristics. Hey - even our gaming marketing agency has them!
But why do you need them?
Buyer personas assist you in identifying qualified leads and help you retain your existing customers. This practice of micro segmenting your audience helps you attract high-value customers, foster customer loyalty, improve your conversions and customer retention, and create personalized content and marketing campaigns.
Let’s look at what a gaming buyer persona may look like:
- Buyer persona name: The Extremist
- Age: 26- 30 years
- Early adopter group: Likely to purchase the latest gaming consoles when released in the market, or purchase the latest game releases online
- Interests: Knows about the trends and changes in the gaming industry, familiar with esports.
- Bottom line: Wants to watch, play, and own everything.
You might have a similar set of buyer personas, but every company and their target audiences are different. Let's look into why knowing what your buyer personas look like is important.
Why are they important?
To help you target the right people at the right time with the right message
Buyer personas are a vital part of all successful game marketing strategies. They give you an idea of what messages each audience will respond to and assist you in catering to each segment's needs and concerns by creating tailored marketing messages. This helps you create specific marketing strategies for different customer micro segments.
To help you understand what your buyers look like, and why they would be willing to play your game
With an infinite number of games at their disposal, customers have a wide range of options to choose from, and sometimes they don’t know what exactly they want. Researching your target audience will help you understand their behavioral patterns, shed light on their preferences and tastes, and address concerns if they have any. This critical information is only obtained by careful observation and research that helps you to incorporate those insights into your game, giving you an edge over your competitors.
To establish your brand authority
Authority is the trust that your business has earned over a period of time from your target market where they see you as a thought leader in your industry.
The more trust you gain, the more your customers will recommend you to others. You will witness an increase in customer loyalty and customer retention as well which is important as the gaming industry is one of the most crowded global markets.
Buyer personas help you make informed, data-backed decisions that will assist your customers through the purchase and post sales process. This will allow you to boost customer loyalty, drawing them to purchase from your business instead of your competitors.
To help tailor your messages, products, services and business as a whole to meet your customers’ needs
The more you know about your target audience, the better you can serve them. Understanding their preferences, needs, and concerns will help you create customized content that will be valuable to them.
After all, creating different content for your buyer personas is what will help you nail your content strategy. An excellent content marketing strategy should maintain your brand’s style and tone of voice, but vary depending on who you’re trying to target.
Creating tailored content boosts businesses’ revenue by 18 percent more than generic media. This is why it is important that you create exclusive content plans to help you gain visibility in the online marketplace and establish yourself as a thought leader.
We cover more about content marketing and how it will help you scale up your game in our blog, The Relevance of Content Marketing for a Successful Video Game Launch.
What’s required to craft a buyer persona?
The information that you gather to create your buyer personas should be based on data to give you a realistic picture of your audience segments. Collect details like their age, geographic location, spending habits, and stage of life by creating online surveys, forms and giveaways and more. Online surveys are one of the best methods to collect your audience information, as most people like to remain anonymous.
Knowing your target audience’s professional details is of prime importance as it gives you an understanding of their spending power, tentative income, and specific interests. Including this section in your survey will help you understand who to spend your time on reaching.
Goals and challenges
Knowing your consumers’ goals gives you a sneak peek into what they may be interested in now and in future. Their goals may not be related to your product or service, but will instead give you an indication of how your business might fit into their lifestyle.
There are two great ways to collect this information. The first is social listening, which is a technique used to monitor social media for mentions of your brand, competitors and more. The other approach is to take inputs from your sales team. After all, they are the ones who talk and interact with real customers every day and know what they want to accomplish by purchasing your products or subscribing to your services.
Where they are
Where does your audience spend most of their time? Gaining insights on this is a great way to find out how to reach them. Check the gaming platforms they use, the social media platforms they spend most of their time on, the type of content they consume the most, and more.
For instance, if your target audience spends most of their time on Twitch, then it is a great place for you to reach out to them. Taking these factors into account will help you launch your marketing plan in the right place.
Negative buyer personas are the representation of those potential customers whom you don’t want to sell to, and these are as equally important as the ones you do want to reach out to. For instance, these could be students who are researching your product for educational purposes, potential customers who are too expensive to acquire, or anyone who doesn’t fall in your category of business interest. Knowing your negative buyer personas helps you save time and direct your efforts to the right customers.
Values and fears
The essence of great marketing lies in understanding what your audience values, and what they fear. Knowing these elements helps you get a psychographic view of your target market and shape your marketing strategy around these elements. With these insights you can create a narrative that appeals to your target audience, improves lead generation, and fosters brand trust.
How to create a buyer persona
Add your personas’ basic demographic information
The basic demographic information of your audience allows you to understand what kind of people your audience are.
This includes basic information like your personas’ nationality, age, geographic location, as well as other critical information such as:
- If they have a car: if not, then the possibility of making an online purchase makes more sense to them
- If they would rather interact through email rather than a phone call: if so, then you should focus on these channels
- If they use their smartphones to research and make purchases rather than computers: if so, then you must mobile optimize
This information helps you narrow down your messaging and connect with your audience more effectively.
Discover your personas’ goals
To discover your personas’ goals, you need to ask yourself questions including:
- What is their motivation factor?
- Do they want to save money or save time?
- Is your product or service a necessity or a luxury for them?
- Do they want to become better with your help?
Finding the answers to these questions will help you shape your overall marketing strategy.
Train your team to respond to your personas’ common questions
Your sales, marketing, and customer service teams are at the forefront of your customer service and interaction. Training them to respond to questions that your buyer personas commonly ask is a great way to alleviate your personas’ doubts and build their trust in your brand.
Create detailed messaging for each persona
No two personas are the same, and as such you need to create content that caters to each of them. Summarize either in one or two sentences the pain points and goals of each persona, and how your company can use this information to determine what kinds of content to produce for each.
Get your gamers playing!
Your players aren't gonna find your game themselves... unless your targeting strategies hit the mark and show them exactly what they want to see. Find out how to do this in Marketing to Gamers and the Gaming Community: The Complete Handbook.
Buyer personas are representations of your target audience, and to ensure that you provide the best possible products and services, you need to understand them in detail. However, isolating the right information to create your personas can be difficult. Partnering with an established game marketing agency can help you create buyer personas that will resonate with your game. Game Marketing Genie has a team of seasoned marketers that can help you with buyer persona creation from end-to-end.