Assumptions can be the biggest mistakes you make with your business. Assuming you know who your customers are—and assuming you know why they buy—is a guaranteed way to lose them over time.
If you haven’t defined the buyer personas relevant to your business, you may be overlooking the missing component to a successful marketing campaign.
Understanding the different buyer personas, their behaviors, and the content that speaks to each one helps you grow your audience and increase the sales of your products and services.
Buyer Personas and Your Business
Businesses struggle to identify the personas that exist within their customers. It can seem overwhelming to plan and create content that appeals to each one and increase conversion rates over time.
A buyer persona is a representation based on the data acquired through your market research, analytics, and existing customers. Personas take into account the different needs and interests of your customers.
Although users arrive at your site with similar pain points, they differ in the ways in which your message resonates with them.
The Differences Within Your Audience
Customers have different personality traits and preferences that influence their decisions when it comes to purchasing from you. Some are impulse buyers while others require the right information to support the value of your products and services.
Many customers prioritize price points above any other details related to your offer. Some are persuaded by testimonials and benefits gained by others who are similar to them.
Buyers who are interested in specific information, data, and proof won’t be swayed by testimonials or case studies. They need more time to research the claims made by your offer.
This affects the entire sales process when compared to converting impulse buyers who respond to scarcity and exclusivity in your offer.
Redefining Your Content
The buyer personas you define for your audience should dictate your content creation strategies. Although it might seem difficult to appeal to various personas, you’ll be much more successful if you’ve done your research.
Buyer personals help you customize your content so that it speaks to your audience in a way that connects with their decision-making process. Your content becomes more relevant to each user and increases the frequency at which they take a desired action.
The following are just a few strategies to deliver the right content to the right buyer persona:
- Copywriting that speaks directly to the thought process of each persona
- Content that targets specific occupations and industries
- Use case studies that feature individuals and businesses that are similar to different personas
- Create site categories that appeal to each persona (blogs, products, etc.)
Once you’ve determined the personas to target, you can implement a comprehensive content strategy that improves over time.
You must maintain consistency in both the quantity and quality of your content. Generic content loses customers over time.
The entire content marketing process must be reviewed before it becomes a part of your marketing campaigns.
As the leading members of your organization become familiar with the buyer personas of your audience, they can work together to ensure that the content is in line with the different needs of each one.
Buyer personas can feel like a mystery to business owners. But making assumptions about your customers diminishes the value you provide them and can misdirect your future marketing campaigns.
You can determine your buyer personas by analyzing the data related to prospects and the information you’ve already gathered about your current customers.
Let us know which buyer personas you’ve defined for your business. If you’re not sure where to start in gathering and analyzing data for your business, let us know in the comments below.
