One of the most common mistakes that businesses make with their online marketing strategies is neglecting to create buyer personas.
Sure, most businesses have a general idea of the types of customers that they want to attract. However, if you’re not taking the time to think about exactly who your customers are, what their backgrounds are, and what makes them tick, you could be missing the mark completely with the content that you create.
What is a buyer persona?
Buyer personas are fictional representations of who your ideal customers are, and there’s a very good chance that you’ll have more than one buyer persona for your business. By creating buyer personas, you and your team will not only have a clear picture of the types of customers that you’re trying to attract, but also how to relate to these customers as humans. This makes buyer personas a critical part of your brand’s success with content creation, the sales process, and just about anything that relates to acquiring and retaining customers.
We’ve talked about the powerful impact that segmenting your audience can have in sparking engagement and driving conversions. Your content marketing strategy will suffer greatly if you just create one-size-fits-all content. Instead, by segmenting your audience and creating content and messaging that appeals to these various buyer personas, you’ll be much more successful in getting desirable results with your online marketing efforts.
How do you create buyer personas?
The best buyer personas are creating using a variety of methods, such as research, surveys, and customer interviews.
When conducting research, take a look through your contact database and see if you can find any trends about how these contacts find your content and the types of content that they like to digest. Another best practice that can help with your research is to add a field to a form on your website to capture something that differentiates your various buyer personas, such as company size.
Take the time to interview customers and prospects to find out what they like about your business and what you have to offer. People love to give their feedback, and sometimes there is nothing more powerful than hearing feedback directly from your customers.
Talk to your sales team about the types of leads that they interact with most frequently. This can help you to identify any generalizations, which can be very useful when creating buyer personas.
There are obviously a number of factors that should be taken into consideration when creating buyer personas, and that’s something that we can help you with. Please contact us at Danesc to learn more about how buyer personas can allow you to be more effective with your online marketing strategy.