If you are going to succeed with content marketing, you have to know and understand your audience. Content, when done right, leads to continued customer engagement. The key to effective and meaningful customer engagement is knowing to whom you’re speaking.
In the marketing world, determining that is called developing buyer personas. It’s an important part of the marketing strategy – it tells you exactly who your target audience is.
“It is simply not productive or cost-efficient to begin the design process before you’ve attempted to get to know who your ideal customers might be. This is true of creating almost anything, but it is especially important for executives to remember as they invest valuable time and funds into developing their brand.” – Forbes
Let’s take a look at how digital buyer personas are developed.
Generally speaking, a buyer persona is a combination of attributes and habits of a key segment of your business’s audience. When it comes to the area of marketing, you have to have buyer personas to help you determine the most relevant and useful type of content for your specific audience.
Why is developing buyer personas so important? Well, it’s key to determining the following:
It’s recommended that you develop three to five personas so the majority of your customers are represented. Keeping the number of personas under five will allow you to cover most of your audience, while still making it possible to be specific with each persona. Additionally, you have to keep in mind, the more buyer personas you create, the more you will end up spending on marketing.
As you’re developing buyer personas, the information you may want to consider includes:
You certainly don’t have to include all of this information in your personas, or you may find that you need to add more. It boils down to how you can best segment your customer base so that enough of it is covered, but that marketing to the different segments isn’t cost-prohibitive for your business.
One of the main points to be aware of as you create your buyer personas is that you have to make sure that your personas are as accurate as possible. When you build marketing content strategies on faulty personas, it will likely fail, making all of your time and expenses a waste.
How do you ensure that you are creating accurate personas? Where do you get your information? There are many ways to do it – from the information that customers enter when they visit or buy from your site to having conversations with actual customers. You can also consider the following sources:
When you have accurate buyer personas, you know who your target audience is and that is the first step to creating marketing campaigns that work for your company. At Kiss PR Story, we can help you develop digital buyer personas and create effective marketing to increase the visibility of your website. Visit our storytelling website, and let us help you with all your digital marketing needs. Get started by calling Katie Lynn at Dallas best content marketing press release agency today at (972) 646-2789!