Your content may be well-written, accurate and pretty, but if it’s not written for your MVP (most valuable prospect), you’re not going to get results.
“Content writing is like sculpting a piece with the buyer in mind, massaging the thoughts you want to convey into a shape that the buyer will like. With well-built buyer personas, this is relatively easy to accomplish.” – Buyer Persona Institute, Inc.
WHAT IS A PERSONA?
A persona is a detailed description of a specific person in your target audience; it’s an archetype of the ideal customer.
The persona goes beyond statistics and demographics to create a picture of the person— including their goals, behaviors, motivations, preferences, personality traits and limitations.
Effective personas contain a great deal of information about your customer, from demographics to personal motivations. Anything that influences how the customer thinks about your company or product is important for the persona.
A buyer can be anyone who uses your product or service—buyer personas are equally useful for B2B and B2C companies. Most companies will have more than one persona; each one represents a sector of your target market.
WHY YOU NEED PERSONAS?
1. Team Alignment. When everyone creates experiences targeted to the same buyer persona, the end-result is more cohesive and powerful. Buyer personas are common touchstones for experts in all departments.
2. Prioritize your Product Design and Marketing Efforts. In digital marketing, buyer personas help you create content that speaks directly to the needs of a specific person.
3. Focus on Conversions – that are Consistent. Buyer personas help identify your ideal customer, the sub-segment most important to your business … to prioritize your marketing and product design efforts – and creating experiences that convert.
HOW TO DEVELOP YOUR PERSONAS
First and foremost… Map out your buying process.
- How are your products purchased?
- Who is involved in the purchasing process?
- What are their roles in the organization?
Consider the user’s professional role.
- What are their day-to-day responsibilities?
- What are their unique challenges?
- How do they measure success?
- Who evaluates them?
- What are the risks during the purchasing process?
Organize and prioritize groups
- Who can be grouped together based on similar needs or preferences?
- Who are the key influencers?
- Who has the purchasing power?
Humanize your top personas
- What is their educational and professional background?
- Core skill set(s)?
- How old are they?
- How do they seek new info? How do they get it?
- How do they prefer to interact with vendors?