Buyer Persona Completed. Now What?
Completed Buyer Persona ✔️ Now What?
Marketing 101: Congrats on Completing Your Buyer Persona. Now What?
If your target audience is fish in the sea, your buyer persona is the net that’s going to draw them in. Of course, most businesses don’t have a strict ideal in terms of who they’re trying to attract with their products and services, but since 90% of a companies’ sales result from strategies that target 3 or 4 buyer personas, it’s clear that a little catering goes a long way. The question is how you use your personas to get your audience’s attention and keep it.
One benefit of knowing the type of person you’re selling to is that it can help refine your product or service. Another is that it can help you figure out the right things to say to get them to choose you. New parents looking for a car are probably going to care more about space and safety features than the stereo system or sunroof. Likewise, someone with a long commute will listen carefully to your notes on cruise control and mileage.
Makes sense, right? Great, because the figures back it up. One service provider found that by creating targeted content using their buyer personas, they were able to achieve a 210% increase in site traffic, a 124% increase in sales leads, and a 97% increase in online leads. Why is it then, that despite these numbers, as little as 44% of B2B marketers are making use of buyer persona-based content creation and marketing?
Simply put, they don’t know how. Here’s what you can do to avoid the same trap.
- Determine the ‘content’ of your content.
What does your ideal buyer want to hear? What selling point is going to be most important to them? Don’t overload your target audience with all your product/service information at once. Grab their attention, and their own research will follow. - Figure out when, where, and how to push your content.
Let’s use our earlier example of new parents looking for a car. Let’s also assume they’re millennials. When do you push content out to them based on their profile? Is it in the early morning when they’re just getting up and checking their phones, or at night when they’ve put their kids to bed?Well, according to Google, the best time to market to millennial parents is during the day when they’re watching videos with their kids on YouTube. Finding out where your audience spends their time is critical. - Decide how often to push your content.
Is the target of your buyer persona looking for short, relevant content every day, or do they prefer more long-form content once a week? - Build trust and authority.
Who or what does the target of your buyer persona trust? Are there specific organizations, influencers, or blogs you can reference or seek endorsement from to elevate your company’s status? What can you do to become a trusted brand for that buyer persona?
Your buyer persona is just the beginning of your brand and revenue growth strategy. Be sure to check out my other articles on marketing essentials.
Reading Suggestion: “Buyer Personas: Don’t skip this step”
To find out how a buyer persona can grow your business schedule a FREE consultation with TLj Creative Marketing to get started! CLICK HERE.
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For assistance with website strategy or social media marketing, contact Tisha Littlejohn at 312 798 9332 or info@tljcreativemarketing.com.
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