One of the keys to a successful inbound marketing strategy is targeting your content to specific audiences and tailored to specific points in the buying process. You’ve been putting it off for far too long, and you know it. Don’t fear! Creating buyer personas isn’t as difficult as you think, and will help solidify your content marketing moving forward.
By creating buyer personas that represent each of your target markets, you can learn more about their motivations for purchasing your products and services, and their most common objections during negotiations. This knowledge allows you to create content to your targeted audience, answering their questions, and ensuring your content has a defined purpose.
When creating your buyer persona, it’s key to understand what information is important to your firm. Creating too many personas or too many unnecessary questions can be just as detrimental as having too few questions or no buyer personas.
Steps to Creating Buyer Personas:
1. Develop the Right Questions
Without the right questions, you won’t get the right answers, so don’t overlook this step and its importance. Below are recommended questions, but personalize it to fit your company’s needs and objectives.
Questions to Consider:
- Role in Organization
- Goals of Role: Primary and Secondary
- Challenges of Role: Primary and Secondary
- How do you overcome those challenges?
- What is your buying process to overcome your challenges?
- Education Level
- Age Range
- Household Income
- Common Objections
- Relevant Background Information: Hobbies, Family, Values, and Fears
2. Develop Answers to Your Questions
To properly obtain the information you need to develop your inbound marketing strategy, you need to ask your current customers the questions from your buyer persona forms.
Most companies simply send a bland email questionnaire, but to create the strongest buyer personas you’ll need more information. Take the time to engage your customers with questions about why they chose your company over your competitors and ask follow up questions to get the in-depth information you need. Don’t forget to ask members of other departments, such as sales and customer service, for their insights and opinions.
Analyze website traffic and social media to support the answers you’ve received with data and to fill in the blanks. This also helps when first starting out or when expanding into new target markets and you don’t have any customers to survey.
3. Create Your Buyer Personas
Take the data you’ve collected and turn them into the buyer personas your company will need moving forward. This means disseminating the information you’ve collected into the categories and questions you’ve deemed necessary. Comb through this information and use only what you need.
Don’t overdo it! Keep your persona to one page. The likelihood of you referring to one any bigger is next to none. This is supposed to be a tool for your organization moving forward, not an encyclopedia that looks good on the shelf. Take the information you’ve collected and put it in a useful format you can easily reference.
Creating Buyer Personas for Your Inbound Marketing Strategy
Buyer Personas are the foundation of your content strategy. Without personas, your company will be guessing at what content your target audience deems important and will end up posting with no real objective. By creating content that targets to specific points in the buying process, targeted to specific buying personas, and tailored to specific keywords those personas would be asking, your website will work for you.
Remember not to create too many buyer personas. Too many can be just as detrimental as having none at all and can bog you down. You want to create one persona for each of your target markets to represent what its important to them so your content is specifically tailored to your target audience. Normally, 5-10 will be plenty, but each business and industry is unique.
Don’t forget to name your personas! Naming them will put a personal touch that will help you remember these are actual people and not just a compilation of data and numbers.
Continue reading for more information on the difference between inbound marketing and content marketing or schedule your consultation today!
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Generate more leads through properly structured content. © Mike D. O’Brien 2017