Understanding your customers wants, needs and pain points to write more target focused content.
Want to get more leads and more interest in your product or service, have you completed your buyer persona, do you know who is buying from you and why, what problems that they may have and how you can reach them to help?
What is a customer persona
“Get to know your audience and segment them, understand how to build a buyer persona, find out the purchase drivers and target content”
A buyer persona is in a nutshell an semi fictional ideal customer which is based on market research and real information and data about your current customers .
Elements to a good Buyer Persona
I have seen a number of buyer persona's that company's have built and to be honest they leave a lot to be desired to say the least, with the Buyer Persona you are trying to understand your customer, who they are, what they do not just the age, gender, education, and occupation, this does not give you the information you need to be able to hit the target audience that you want.
A good Buyer Persona should have:
Name:
Age:
Gender:
Education:
Occupation:
Average income:
Matrial Status:
Personality Traits:
Bio:
Social Media Activity:
Lifestyle:
Hobbies and Interests:
Challenges:
Motivators:
Deterrents:
Platforms:
Devices:
Content:
Brands:
Buyer Journey:
How do you get all this information, well its easy. Data Analysis, market research and using the good old Myers-Briggs Personalities. Using tools such as Google analytics and your social media you can determine a lot of information, as for the information that's not available there is market research this doesn't mean you have to stand on the streets with a clipboard grabbing passers by in a vane hope that they will want to or a least give in to the pleading expression, now you can use electronic surveys (or post a survey on LinkedIn). Competitions people love a bargain, and lastly email campaigns, in this safety conscious world make sure that you are asking the right questions and not asking things that have no relevance to your product or service, find out what they like about your company, product or service and also what their pain points are, what makes them move away from your site or socials, how can you help them.
Using all this information you can get some really good content that is spot on for your audience, You’ll be posting loads of engaging content, so be sure to keep your personas organized with names that also allow you to explore more of what interests them. (#content #customers #sales).
What next
“Be original, show off your style, and tell your story.”
Creating a Buyer Persona is vital but what can you do with it?
Bulls eye Targeting
Media and channel targeting
Product development
Product Distribution
Communication Direction
Brain storming with the information you get from a buyer personal means that you can look at each stage of the buyers journey and create content that works, whether they are at the awareness stage, Consideration stage, purchase stage or retention stage you can look at the content types, post types, topics and reasons for the post to gain the maximum impact
Want to see how to complete a buyer persona?
Contact us at info@digital-logic.co.uk and we can take you through the steps to build your own or we can do it for you.