Have you created your buyer persona profiling?
Claire is 30 years old. She is a startup founder and she has 5 employees, two of them in charge with Sales and Marketing. Her startup already has a website. She knows she needs a content strategy for her website. But she doesn’t know how to reach her ideal clients. How will she leverage a content marketing strategy and improve her Sales and Marketing effectiveness?
Mark is 40 years old. His medium enterprise, employs 50 people belonging to different teams: Sales, Communication and Webmarketing, Human Ressources, Finance… He wants to expand his enterprise by going international. How will he develop his website in the target languages, content and web marketing included?
Claire and Mark are not real persons. They are semi-fictional representations of ideal clients. They are different types of the buyer persona.
Why should you care about your different buyer persona?
Your business’ development and marketing strategy (products/services, content creation, communication…) can be efficient only if you take the time to grow a solid base to build on.
This means that the first step you need to take is to study the different groups of people you are addressing; each business is different, but, in average, 3 or 4 typologies of buyer persona are enough to be sure you are addressing 90% of your target audience. You will assign a “primary buyer persona” and the others will become “secondary buyer persona”.
By failing to create your several buyer persona, you will try to communicate to a large mass of people. Though, your message will lack of strength because it is unfocused.
Your buyer persona will allow you to put in place a tailored approach in designing your offer and content: what type of offer, what type of content, and where and how to share these two most efficiently so they reach your different buyer persona.
From the copywriting and content marketing point of view, having a real image of how your buyer persona look, like Claire and Mark, will allow you to create compelling content for them because, in your mind, they are real.
How to create your buyer persona?
Your buyer persona profiling is not a mere description of your customers.
After gathering the relevant information through the different channels available to you, write down your buyer persona’s story. This story will help you to better understand your persona and to go even deeper in your research.
Ideally, you should revise your buyer persona profiling every 4 months. This allows you to adjust it to the possible changes that have taken place in your business.
When creating your buyer persona, there are different types of information to study:
- demography and biography: age, gender, city of residence, civil status, education, incomes
- behavior: hobbies, day-in-the-life routine, week-ends, holidays
- values: social, personal, professional
- goals: objectives and challenges
- pain points: fears, barriers
- communication: where do they spend their time looking for information, how can you communicate with them
The best buyer personas are created by quantity and quality research techniques, such as:
- market study
- interviews and surveys
- social media
- analytics of your webpage
- analysis of your most successful customers (if they already exist).
When gathering data or interviewing people, look to the motives behind the facts and find the details that will build your persona. Search for the “what”, but go deeper with the “why”. For example, when interviewing a lover of organic food, don’t ask them just what type of food they consume most, but also why did they choose to do so.
Buyer persona and content marketing
Your buyer persona follows a buyer’s journey: their active research process leading to the purchase.
In this phase, your ideal buyer identifies their needs and pain points. They do an extensive research to find the best product or service that would solver these needs. During this process, they will start to understand which criteria answers the best to what they want and look for.
You want to answer this need and to make sure you will be found by your ideal buyer. Create for them educational content (e-books, articles) focused on their pain points. Make the content easily available on your website and work on your SEO so your buyer finds you quickly.
Once they have chosen the businesses most interest them, your ideal buyer will do a second research. This will allow them to compare what you offer with your competitors’ offers. They will try to justify their choice for a product of service.
At this stage, engage them with your business by providing him case studies, specific e-books and comparisons.
Your ideal buyer has selected your offer and they will want to pass to purchase. This is the moment to offer them free demos and trials or special offers. You want to convince them you are their best option and to close the purchase deal.
Your ideal buyer has become your client and it is time to convert them into your brand’s ambassadors. Offer them loyalty programs, newsletters, e-mails with special offers. Get back to them to understand where you can improve your offer, what else would they be interested in…
Creating your buyer personas can be one of the hardest tasks to fulfill. But by allocating it time and consideration, you will be sure of creating the good content, for the good people at the good moment.
Keep in mind! Without a buyer persona definition, your content marketing strategy will be inexistent. Your competitors will take advantage of it, drawing customers towards them.
Start today your buyer persona creation and draw the audience you will be creating compelling content for!
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