- Bust in, unannounced, right into the thought leader’s conference or company board room – maybe even barge into their group discussion online.
- Don’t bother with an intro – context is overrated.
- Instead, bring it to them with a bulleted list of your favorite tips and tools to help them be just like you, because why not?
- In the process, make sure you spam a stolen list of some engineers, designers, architects or programmers – spout off a few qualifications – again, context is overrated.
A week later, give human resources a call and begin an in-depth conversation about the finer points of your solution.
Forget that they have no idea who you are or what you’re talking about.
It’s more than a little backwards – it’s completely out of touch. And if your marketing isn’t targeting the right personas at the right time, you’ll fail just as miserably.
Who is your buyer persona, really?
If you’re thinking “a way of identifying and defining a mental view of your target audience” – you’ve got a decent start on the objective – but you’re wrong.
A persona is a story.
If you’re targeting an engineer or architect, for example, you’ll probably communicate in more technical terms. But without the daily scenarios they live through, how do you plan on really making an impact with them?
Here are a few tips on the path to creating effective personas for your product, its messaging and your omnichannel strategy to connect to them. And when you do connect, easily close the deal …
A Persona are based on REAL People
Unfortunately, nobody’s perfect, but we want you to aim high. A persona represents your perfect customer. They can (and should) be based on aspects of typical people – people you know.
But social media and search engine data should come into play, too, creating an aggregated profile of your ideal business target.
What is a day in the life of this person?
Your audience is more than just a job title. Think about “a day in the life” of your ideal customer…
- Are they on a shop floor most of the time?
- At a computer? On the road?
- Do they eat lunch at their desk? Dinner?
- Which of many devices they use to access the web?
Thinking about food and work habits may sound like a bullshit practice, but you’ve got to know the most effective way to get your content in front of them – including when and where it could be seen or read. It just might be over a pack of nabs or a PB and J sandwich.
What are this person’s true pain points?
If you aren’t solving problems for a prospect, you simply become yet another problem. No one has time for useless emails, social media brand spam or phone calls. By understanding the bottleneck that each persona has in their job, what frustrates them in the hobbies, and what they wish could be better – at work or in life.
By doing this, you show that you’re on their side and that your content – and you as an authority – can provide real utility and long-term value to her, make her the hero of her company, an influencer among peers, and take her career to the next level.
Remember our misguided job seeker, career professional or startup in hope – not only is it critical to understand your buyer personas, but timing is also key.
Know where each persona fits into the customer lifecycle (ideally, you have three or four power users in your audience set). Target and schedule your messaging accordingly.
Ready to learn even more about the key online personas?
There’s much more to buyer personas, user stories, and scenarios – but you can start using these basic concepts right away.
Thank you for reading tips from the unfunnel, and enjoy your weekend! :)
Here’s a free user persona template to get you started, along with a host of content strategy templates that will help ensure you don’t become the parody of the beginning of this post! :)
A few other resources from our partner – Hubspot…
For the Nonprofit Marketer…
Now imagine if you optimized your website, mobile app, and most of all – product or service for your key user personas and what they look for online. Driving more people into your cart only to get more of them to convert.
How much could your business, online network, or charity grow with just a few tweaks to gain loyalty from the people who need it most?