Inbound marketing authority HubSpot calls buyer personas “fictional, generalized representations of your ideal customers.” Think of each persona document as a dossier containing all the
Other types of information to collect on personas include:
Interviewing current customers who occupy similar roles as your targeted customers is a great way to collect insights about personas. To standardize the process and ensure you assemble the necessary information, create an interview document to structure your conversations with customers.
You’ve built your buyer personas. Now what? With a better understanding of your target customer’s needs and objectives, you can begin developing focused content that directly addresses their unique interests. Rather than develop generic content in hopes of attracting every type of potential customer, personas guide content creators toward segmenting material for the greatest impact. Customer Relations Management (CRM) tools can aid you in organizing your prospects into persona types, which achieves even more deliberate content distribution.
Using a CRM platform, your content creation team can assess which segments constitute a sizable percentage of your customer database and therefore warrant focused content. Consulting the appropriate buyer persona will provide the orientation necessary to draft relevant content that will appeal to your prospects.
The buyer’s journey map is another useful tool to consult while drafting persona-specific content. A visual representation of the stages personas pass through from their initial exposure to your brand to final conversion, the buyer’s journey gives content creators tangible goals. Assign names to the major stages along the buyer’s journey to give content creators an idea of what actions or changes in mindset their content should motivate. Your team can consider the needs of prospects as outlined in the personas and the objectives prescribed by the journey map to develop the most effective content.
In addition to defining personas for customers who warrant your special attention, define customers who may appear similar to ideal personas but who ultimately aren’t a good fit for your services. These disqualifying descriptions can be incorporated into your positive personas and equip content creators to differentiate between viable targets and poor prospects. They will also inform your overall content strategy by better focusing your organization’s efforts toward well-defined goals.
Once you have personas developed, your team is equipped to create tailored content that takes your customer’s challenges, objectives and needs into consideration.
Some examples of content that benefits from customer personas include:
With detailed personas in hand, your team can devise an effective content strategy and begin targeting the most promising leads with relevant information. But even the most disciplined and informed teams will occasionally struggle to maintain the pace required to maintain or increase customer engagement, and an agency can be an invaluable partner in gaining conversions. Agency partners can either develop tactics to execute your established content strategy or help you draft personas to anchor your priorities.
If you’re looking for help developing personas and building relevant content, contact AvreaFoster for a consultation.
Kenny Osborne is a Creative Director at AvreaFoster
© 2020 AvreaFoster Inc.