Create a buyer persona and tailor your content to inform , educate, entertain and show them how your products or services adress their pain points or solves their problems.
“You explained me the importance of content marketing. How do you create a buyer persona for my client, the XYZ wet grinder manufacturer, Holmes? Why is it an important first step to digital marketing “? i asked my friend.
He often surprises me with his insights,logic and reasoning about any thing digital.
He always remind me of the detective character Sherlock Holmes in Sir Arthur Conan Doyle’s Fictions. Well! that is why i start to call him Digital Holmes.
Let us hear Holmes’s take on what buyer persona is and how to create an effective buyer persona for profitable growth.
It is simplicity itself Watson! Buyer persona is nothing but the fictional customer profile identical to exisiting buyers profile . A Logical place to find the right persona is from the existing customer profile. It is a starting point to develop a buyer persona to target exactly the potential customers and use your marketing resources wisely. It is the most important first step to promote and market your content to the right customers.
“I have been telling you Watson, the internet is a treasure trove of information which will help anyone gain knowledge and find what they want to know quickly ” Holmes said.
A whole lot of successful online marketers wrote numerous article about customer persona and how to create it in easy way. Some people even have a template for creating buyer personas. Reading their articles you will get the sense of what buyer persona is and how it is used in real life scenarios. Armed with the collective knowledge gained from the articles and existing customer profile any one can develop a buyer persona.
I read about 20 of the articles my friend referred and here is the few of the resources to understand the topic.
Buyer personas (sometimes referred to as marketing personas) are fictional, generalized representations of your ideal customers. Personas help us all — in marketing, sales, product, and services — internalize the ideal customer we’re trying to attract, and relate to our customers as real humans. Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention.
If you don’t know whom you’re talking to, it’s almost impossible to create powerful, targeted content that connects with readers and compels them to take action.
They even have some specific buyer persona template to get started.
But when you have insights into what your buyers think about doing business with you, including verbatim quotes from people who have recently made the decision to solve a similar problem, you have the knowledge you need to align your marketing decisions — from positioning and messaging through content marketing and sales enablement – with your buyer’s expectations.
Creating buyer personas is the most critical step in accurate marketing. Buyer personas make it possible to target ads to specific needs, behaviors and concerns. Without this step, marketers waste their efforts and resources. Here’s how to create effective buyer personas:
Refine and narrow the ideal customer profile
If your client shifts his focus on promotion and marketing efforts to digital marketing, he needs to develop an ideal customer profile online.
With existing customer profile data you need to find what identical customers use the word to search to find their information.
Generally speaking your client, the wet grinder manufacturer’s ideal customer may be home makers. If they are creating content to attract the home makers there are some fine tools to help your client.
One of the best tool is Google Trends the search tool to explore the trending topic and search term data.
As the saying goes “Test the water before you leap”. It is better to know what the search term they use and what kind of topic they are interested in will give an idea to create content around that subject.
Another platform is Facebook . Facebook is not an ideal platform for organically reaching consumers and collecting data about your customer profile. It is a (at present) low cost ad platform to reach the potential customers and using Facebook analytics to get insight about the customer interest and demographic data is quick and time saving process.
The more you understand who your customers are you will have better chance of creating content relevant to them and create more content tailored to their interest and attract, engage and turn them in to buying customers.
Armed with interested customer data collected from various channels you can publish a survey targeting already interested people to narrow the customer persona.
In your client’s case Watson addressing the women’s pain point and problems they face when they use the grinder to prepare food is not the main point.
If your client’s products is not easy to use and quality is an issue, no matter whatever effort and allocate big budget they take to promote and market is going to be wasted.
No longer women’s share is stay in home and look after the family. Now women are equally come in to job market and share economic and family maintenance with men. With hectic work load, shortage of time to learn to cook and looking after the family food needs are changing the home maker profile.
Fish, Where the fishes are swimming.
The internet and smartphone is empowers them to seek information swiftly and consume content on multiple platforms.
Their problems and pain points can be found only on where they spend their time. Researching, surveying and reading between the lines when they talk about or sharing content online. Analysing the user behaviour and interest.
Having a detailed data of the potential customers and updating regularly their persona is one of the best option to target them.
If you want to grow your business profitably and continuously, you need to know your customer.
P.S.If there is any spelling, grammar and any other mistakes you find in this narration, it is all mine.
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