Building your buyer personas would be a critical task to complete to create a successful content marketing plan for your business. If you say that your target customer is everybody, then nobody will be your customer! This is a nice segway to the social selling topic that we discussed last month because creating buyer personas is an essential step in your social selling strategy. Know who your buyers are so you can customize the message to them.
This infographic provides an great overview of how to research and build your buyer personas to make your business content marketing strategy more effective.
It starts with investigating, researching and collecting data using:
- Web analytics – track and measure and review traffic metrics on your site and social media platforms
- Your own business intelligence – review data that you already have from your best existing clients
- Execute surveys – research the relevance and demographics of your potential buyers
It naturally follows with constructing the persona:
- Name him or her – to humanize him or her and thereby creating a real picture. It does not have to be just a proper name.
- Analyze – to extract the persona’s pains and needs
- Segment – to watch trends and patterns in the target demographics and the behavioral data
- Construct the profile – by assembling the critical parts: demographics, behavior, lifestyle and product use.
Businesses are shifting their strategy by attracting their target market with great content. They recognize the importance of quality content and have caused marketing departments to become publishing departments that create and distribute relevant and engaging content to their buyers. When you post great content, you are giving your potential buyer relevant information that they can use to solve their problems and your potential buyer will continue to be engaged with your brand.
