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The Best Buyer Persona Recipe that Will Change the Way You Market Your Business
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In order to use the best content strategy you need to understand your target market. It is essential that you get to know your customers so you can provide marketing that is custom-tailored to their needs. One of the best ways that you can improve your marketing results is to utilize buyer persona marketing.
Understanding Buyer Personas
According to HubSpot, buyer personas are important to your marketing strategy. Buyer personas, also called marketing personas, are fictional representations of your ideal customers. While a persona is fictional it is created using real information and statistics to create your target market. You can then use this buyer persona to help shape your content marketing strategy to get the best results.
Once you completely understand your customer you will be able to create a marketing strategy that is designed specifically with their needs and desires in mind. This deep understanding of your buyer persona is central to your content development, marketing plan and follow up decisions. Your buyer personas need to be flushed out to create three-dimensional characters that are as real as possible. You can develop as many buyer personas as you need.
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Photograph by Jakub Jirsak via Bigstock
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Gathering Data for Buyer Personas
Your buyer personas are only as good as the data that you use to create them. You need to gather information that is useful in determining an accurate buyer persona. There are several methods that you can use to get the information you need.
Evaluate trends on your website
Use data from your website to learn as much as you can about the people who visit. This will help you learn the types of people who are contemplating purchases as well as the type of information they are looking for when they visit. You can also find out how much time they spend on your landing page and other pages of your site. This useful data will give you a template for personas.
Create customer surveys
Customer surveys are an ideal way to gather information about customers. Since they have already made a purchase you can easily find out some pertinent details about them. Try to create surveys that are short enough to allow people to easily complete them but at the same time provide you with the type of information that you need to create successful personas.
Review Leads and Referrals
When you obtain leads and referrals from other websites this information can be invaluable when you want to create a buyer persona. These are people who have visited your website after coming from another site. Review the other sites to determine the types of people who visited. These personas are also personas that you can use.
Conduct In-Depth Surveys
You can learn more about your customers when you speak to them in more detail. An in-depth customer survey is helpful because you can actually get into more specifics about why they made a specific purchase and what motivated them to buy from your company. These types of surveys are good because you can ask follow-up questions to get even more information.
Utilize Research Companies
In addition to utilizing data that you have gathered, another option is to utilize research companies. A research company collects all types of customer information and may already have some details about your type of industry. You can use this data to help you create personas that are meaningful to your particular business.
Putting it All Together
You’ve gathered data from a number of different sources. Now it’s time to evaluate it and create some buyer personas that fit your specific data. View the information to start to picture what your typical customers look like. You may have several or more types or personas. Each of the personas is important because it provides you with a specific target goal you can use for marketing.
You might have quite a bit of information and some of it is relevant while other parts may not be as applicable. Your goal is to review the data to try to identify patterns so you can categorize them into types. These types will become your buyer personas.
As you sort through details you’ll want to use several groups to help you create personas. Some of the details used to sort through data include such things as background, demographics and specific identifiers. This should help you classify general buyer personas.
Then, you can get into even more detail. It is important to learn what motivates a person to make a purchase from your company. Customers may identify challenges that they have. The most successful marketing campaigns focus on solving a customer’s problem. They have a challenge and your product or service offers a solution. Once you know the customers and their challenges you can begin to identify areas where your product will help. This is how you build a great content marketing strategy.
Buyer Persona Marketing
While all of this may sound easy, the process for gathering the implementing a content marketing strategy can be rather complex. It may take more time than you have available because you are likely already wearing several hats in your company.
One of the best things you can do is to seek professional help from a content marketing company. They will help you create personas for your particular type of industry and will assist you by creating content that specifically caters to your buyer personas. This buyer persona marketing is targeted to reach the audience that is most likely to make a purchase.
Targeted marketing efforts can provide better ROI and create the results that you want to achieve. You will be better able to improve sales because you are targeting to a much more significant audience. You will spend less money reaching an audience that is most in need of your types of products. Once you develop buyer personas you will find that they are extremely useful in all of your current and future marketing efforts.
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” custom_padding=”50px|||” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”4_4″][et_pb_divider color=”#7e8f7c” show_divider=”on” divider_style=”solid” divider_position=”top” hide_on_mobile=”off” /][/et_pb_column][/et_pb_row][et_pb_row admin_label=”row” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” custom_padding=”17px|||” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”1_3″][/et_pb_column][et_pb_column type=”2_3″][/et_pb_column][/et_pb_row][et_pb_row make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”on” gutter_width=”2″ padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on” custom_padding=”50px|||” custom_padding_tablet=”30px|||” custom_padding_last_edited=”on|tablet” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”1_2″][/et_pb_column][et_pb_column type=”1_2″][/et_pb_column][/et_pb_row][et_pb_row admin_label=”row” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” custom_padding=”17px|||” padding_mobile=”on” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”1_3″][/et_pb_column][et_pb_column type=”2_3″][/et_pb_column][/et_pb_row][et_pb_row][et_pb_column type=”4_4″][et_pb_divider color=”#cc4315″ show_divider=”on” divider_style=”groove” divider_position=”top” hide_on_mobile=”on” disabled_on=”on|on|off” /][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section bb_built=”1″ admin_label=”Blog post main Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”FDF3E7″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” prev_background_color=”#000000″ next_background_color=”#c97824″ custom_padding_tablet=”50px|0|50px|0″ custom_padding_last_edited=”on|desktop”][et_pb_row make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”1_3″][et_pb_image src=”https://iriscontent.com/wp-content/uploads/2018/03/AIIIA.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”left” sticky=”off” align=”right” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” _builder_version=”3.0.101″ show_bottom_space=”on” /][/et_pb_column][et_pb_column type=”2_3″][et_pb_team_member name=”Annie Ianko” position=”Chief Content Officer” background_layout=”light” facebook_url=”https://www.facebook.com/IrisWebContent/” twitter_url=”https://twitter.com/Iris_Content” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_css_main_element=”box-shadow: 0 0 20px rgba(0,0,0,.1);||” _builder_version=”3.0.101″]
Annie has over 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
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