If you are into Social Media Marketing, Email Marketing, Digital Marketing, Advertising or Video Marketing, you must know about "Buying Roles". This concept is essential to understand the purchasing process and to create effective marketing campaigns.
Buying Roles refer to the different roles that people play in the purchasing process. These roles can be divided into four categories:
Understanding Buying Roles is crucial because it helps marketers identify their target audience and create marketing messages that appeal to them. For example, if you are targeting influencers, your message should focus on the benefits of your product/service and how it can solve their problems. If your target audience is decision-makers, your message should be more focused on ROI and business outcomes.
Marketers can use Buying Roles in several ways in their campaigns:
One example of a successful campaign that used Buying Roles is Hubspot's "Inbound Marketing" campaign. They created content that targeted different buying roles, such as blog posts for influencers and webinars for decision-makers. Another example is Apple's "Get a Mac" campaign, where they used humor and storytelling to appeal to different buying roles.
To identify the different Buying Roles in your target audience, you can conduct market research, such as surveys or interviews. You can also analyze data from your website or social media channels to see how people interact with your brand.
Buying Roles impact the sales funnel by influencing the decision-making process. By understanding each role, marketers can create content and messaging that moves buyers through the funnel more effectively. For example, targeting influencers with educational content can help move them from the awareness stage to the consideration stage.
