Create a buyer persona by profiling who your ideal client is. Creating an accurate buyer persona, not based on guesswork or flimsy research, but interpreted data from your web analytics is paramount to having a successful content marketing strategy. Creating customised content that speaks to real buyers is the difference between a great strategy and one that fails because of the lack of research. It takes time and dedication in order to find and create a persona but this work will give huge rewards by capturing the hearts of your target audience.
Create a Buyer Persona
By studying your market research you should begin to have an understanding of who your demographics are. This data will reveal a ‘type’ of persona. It will most likely reveal many ‘types’ so be prepared to create multiple buyer personas. However, here we will deal with your ‘ideal buyer’.
Here are a few steps in achieving this:
Create a story/scenario
Something has happened to your persona, they are lost without what you can provide. If it’s a device for finding lost keys or you are marketing a medical life-saving app, you must create a situation and person to whom a problem arises and the solution is your business.
Finding out the age, cultural background, social mobility, or geography of your buyers can lend you to create a ‘profile’ included within in this story.
Building your Persona
Once you have an understanding of a scenario the next step is building your persona. Remember building a persona is bringing your customer to life. He or she will have a real profile filled with a name, a photo, work, education. Similar to a CV but with personal details relating to your business.
They will have real aspirations and interests based on your scenario. The more attention to detail you give to your personas the more specific your marketing strategy will be.
Optimise your Persona
Finally, once you have built your persona and understand them and their psychology, it is a good idea to create keywords and potential search engine queries they may have when building content for your strategy.