You may be dead wrong…
Great content marketing does not merely involve the frequent churning out and distribution of top-notch content. Great content marketing involves creation and distribution of top-notch content to the right people, at the right time.
Thus, knowing your buyer persona is an indispensable compass in your business sojourn and a major determinant of success.
In order to not waste your time creating content which no one gives a crap about, or breaking the bank for just no cause, this article reveals the usefulness of knowing your buyer persona (or personas, as the case may be) and how to acquire information for ascertaining it.
FIRST, WHAT IS A BUYER PERSONA?
A buyer persona is simply a model individual, made by marketers, which embodies the common qualities possessed by a group of similar prospects.
In simpler terms, it’s almost like calculating the average of a set of distribution – all numbers in the set are taken into cognizance, from which a relevant number is ascertained.
A buyer persona is meant to reflect the average behaviour, social status, interests, career, etc. of a certain group of prospects.
You must, however, note that there can be more than one buyer persona. When this is the case, it becomes ‘buyer personae’.
6 REASONS WHY YOU NEED TO KNOW YOUR BUYER’S PERSONAE.
Knowing your buyer persona is very significant for the following reasons.
IT GIVES YOU IDEAS ON THE TYPE OF CONTENT TO CREATE:
This point has already been sold out from the beginning. The major aim of creating content is to engage an audience and give information which resonates with their interests.
Formulating a buyer persona makes you capable of doing this effectively. This is because It provides insights on such things as demographic features, interests and challenges faced by a high number of prospects/audience. These, in turn, help you create content that’s particularly suited for them.
For example, let’s assume you own a marketing firm whose major prospects are mobile application developers. A knowledge of this will definitely prevent you from misfiring. You will be guided into writing more content on ways to solve problems that beset this set of people, specifically.
IT SHAPES YOUR SOCIAL MEDIA STRATEGY:
Possessing an in-depth knowledge of who your prospects are, you are more likely to chart a purposeful and effective social media strategy.
Here, a significant benefit is your getting to know the social media platforms your prospects are likely to be domiciled in (so to say) and where exactly you can find them. No doubt, a platform like LinkedIn will be preferable to B2B organisations than Snapchat.
Your buyer persona also enables you to decide on the tone that is most likely going to lure your potential prospects.
Take a look at Coca-Cola Argentina’s news feed on Instagram:
There is no gainsaying the fact that Coca-Cola Argentina has a good knowledge of who its prospects are – fun-loving youths and teenagers. It therefore effectively exploits the social medium on which they are predominant and also shares contents that are most likely going to resonate with them.
IT GUIDES PRODUCTION OF GOODS AND SERVICES:
To stay relevant and earn the profit, you have to offer goods and services which are targeted at solving the problems of your prospects. Hence the significance of knowing your buyer personae, so that you’re not stuck with misguided assumptions of what exactly to produce.
You can’t offer an e-book on copywriting to prospects who are not interested in selling any product. You may as well prepare to be searching for an oasis in the Sahara.
IT HELPS YOU TO PRE-DETERMINE YOUR ROI:
A knowledge of your buyer personas will help you pre-determine what your Return on Investment at the end of a given period is likely to be. You’d be able to foresee how well your marketing strategies are likely to pay off.
You are therefore left with the decision of either cranking up your expenditure or tightening your belt.
IT AIDS IN SEARCH MARKETING AND ADVERTISING:
You are pushed into seeing things from your prospects’ perspective with a knowledge of your buyer persona.
You can, therefore, choose what keywords to rank for in your search marketing (otherwise called Search Engine Optimisation) and advertising. This means you’ll be ranking for the exact keywords which you presuppose your potential prospects are likely to search for.
You also get to make the right decision on what Google Marketing Network to use – whether Google Search Network or Google Display Network or both.
IT CONTRIBUTES TO THE SUCCESS OF YOUR GUEST BLOGGING CAMPAIGNS.
Guest blogging is a sure-fire means of growing your audience-based business. And one of the metrics for determining a successful guest blogging campaign is the number of leads it procures (the total number of people who click a call-to-action, subscribe to a newsletter, or fill a landing page form).
Your buyer persona guides you in writing the right content for the right blogs (one which your potential prospects are predominant in).
HERE ARE 5 WAYS TO ASCERTAIN YOUR BUYER PERSONA.
ADDING RELEVANT FIELDS TO A REGISTRATION FORM:
On a registration form, ensure you include fields which will give you relevant information about who your leads are. Research has, however, proven that most people are likely to not fill a landing page form which contains more than two required fields.
Therefore, you have to be highly selective of the forms on which these fields can be embedded. Make sure it comes before the provision of a very irresistible offer to visitors.
Take a look at the registration form for Hubspot’s Inbound Marketing Certification Program:
Indeed, the above is purposeful and can be used to determine the type of people your leads are:
CREATE A SURVEY:
After converting your leads, ensure to create a survey in which they can answer relevant questions which will help you determine the type of people whom they really are.
CHECK YOUR SITE’S ANALYTICS:
Your site’s analytics will give you valuable information about your audience, especially their location. Ensure to use such tool as Google URL-Shortener when sharing links to your content on social media platform. This will help you track the location of people who clicked on your links.
Checking sites/blogs where your inbound links (backlinks) come from can also be a good way of determining your buyer persona. The reason is that it will be assumed that your blog possesses content which is precisely useful to the audience which linked to your blog.
Studying the resources where your backlinks come from can give you a tip or two on the type of prospects you are likely to have
OBSERVING YOUR BLOG’S COMMENTS SECTION:
On your comments section, readers will either appreciate your job or explicate their problems. At times, they even get to add additional points which you’ve missed out. Whatever it is, the comment section helps you determine whether or not your content is deemed resourceful by your audience, and reveals such things as their interests, job, roles and of course, challenges.
Also, for blogs hosted on WordPress and Blogger, you can view the information provided by commenters who have registered on such platform.
These are key in structuring your buyer persona.
LEVERAGING THE OPPORTUNITY PROVIDED BY SOCIAL MEDIA.
The strategy here is taking a few people as a sample of your prospects, then studying their social media profile to have an insight into their world.
Knowing your buyer persona is of utmost importance to your business. This article has thus given you a glimpse on how to bolster your marketing strategy by ascertaining it. All things being equal, you are set to supercharge your marketing efforts and optimise your conversion rates with strategies which revolve around this knowledge.