If you've been digging a little deeper into social media marketing for your small business, you've probably come across advice around marketing to the 4 main buyer types.

We keep seeing Tiktoks and Instagram Carousels harp on and on about the four main buyer types, yet none of them ever actually mention what the four personas are. But we are not about clickbaity content or gatekeeping here at Coastal Social Club. So here are a few of the most common four main buyer types:

Often referred to as 'buyer personas', these buyer types represent the four main (there are many more when you delve deeper into it) distinct groups of consumers who, based on their personalities, have unique characteristics, motivations, and buying behaviours.


The Analytical Buyer

Analytical buyers are detail-oriented, data-driven, and prefer thorough research before making a decision on whether to buy. They prefer a no-nonsense approach, without the sales jargon and will generally ask a lot of questions and need a lot of information before buying.


The Amiable Buyer 

Amiable buyers value relationships and is going to want to build rapport with your brand and feel like you are their friend before they spend their money with you. They are focused on the you/ them relationship. 

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The Assertive Buyer

In polar opposites to the Amiable Buyer, we have the Assertive Buyer, who is a very decisive consumer, and one who can even be frustrated by what they might view as unnecessary pleasantries. They know what they need, they might ask which of your products can help with this, but then they’ll buy. Get in, get out and get it done. They are often authority figures so they recognise experts and other authority figures and respect that.


The Expressive Buyer

 The Expressive Buyer is moved by emotions and how their purchases will also effect other people (whether that be in their lives, in their community or in the world as a whole). They are driven by feelings, values and relationships.

Taking these buyer types into consideration within your small business organic social media marketing strategy will help you tailor your content to these buyer personas and significantly improve your small business's ability to connect with and convert potential customers.