To properly target your content, it’s important to consider your buyer personas. Your content should be speaking the language of your buyer personas and focus on addressing their problems. In order to create your buyer personas, you need to create an accurate idea of every aspect of your potential buyer. Here are some questions to ask when creating your buyer personas.
1. What Are They Like at a Personal Level?
The first thing you consider is your persona’s personal demographics such as marital status, income, gender, and age. Where do they live? What sort of educational background do they have? What does a typical day look like for them? Does your persona typically spend more time at work or at home? Consider your persona’s interests, daily habits, and personal attributes to get an accurate picture.
2. What Has Their Career Path Been Like?
How did your persona end up where they are now? It’s important to consider the path they took to their position to understand them better. Did they take a fairly traditional route or did they switch over from another industry? Did they major in something related to their industry or something completely different from their current role? Understanding a persona’s career path is essential to understanding their position and interests.
3. What is Their Company Like?
First, you should identify what industry your persona works in. Then consider their company. How big is this company? How many employees does it have? Does their company have global influence or a more targeted scope? Understanding your persona’s company is important to properly understanding their role within it.
4. What is Their Role Within the Company?
How long has your persona had their job? Do they manage others or work on their own? What level of seniority does your persona have? When considering B2B companies, seniority is particularly important in considering their expertise. A persona with high seniority will be well versed in the industry and will need less education about certain concepts and terms. Understanding the persona’s role will help you properly address their needs.
5. What Are Their Challenges and Goals?
Understanding your persona’s biggest challenges will help you explain how your product or service can help. It’s important to consider your persona’s problems in order to offer them proper solutions. Your persona’s goals are important too. What does it mean to be successful in their industry or profession? How can your product or service help? Explaining how your product or service can help your persona achieve their goals will help properly target your content.
6. How Do They Learn About Information?
Does your persona learn about information online, in person, or through newspapers or magazines? Who do they trust for valuable information: people they know or industry experts? Once you identify their most used channels, consider what specific publications and blogs they read. What associations and social networks do they participate in? Understanding the process your persona goes through to learn information will help you target your content to ensure that it’s part of their process.
7. How Do They Interact With Vendors?
How does your persona research products and vendors? What do they want to get out of their sales process? Are they looking for simplicity and efficiency or a vendor that explains the little details to them? Do they favor a more formal interaction or a friendly face? Lay out a recent purchase your persona may have made, from the research stage, through the purchase, all the way to their evaluation. Understanding the persona’s purchasing process and what they like and don’t like will help ensure that your selling process matches up.
8. What Are Their Biggest Objections?
It’s important to consider your persona’s potential objections and complaints to your product or service. When you consider this information, you can properly address these issues before your customer faces them. Your customer is more likely to purchase your product or service if all of their potential issues are addressed.
ImageWorks, LLC | CT Content Marketing Strategy
Buyer personas can be used to ensure any content you create is focused around the goals, pain points and interests of your target audience. A company with inbound marketing expertise can be especially helpful with developing marketing personas because they are usually already familiar with personas relevant to your industry.
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