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Let examine one of the essential insights for your company the buyer persona. With this, you will be able to determine where to focus your time, guide product development and eventually attract valuable visitors, leads and customers for your business. Here are three easy steps to follow to create your business buyer persona.
Conceptualizing a Buyer Persona
What is a buyer persona?
A stereotypical mockup of your typical customer. This generalized semi-fictional representation of your ideal customer will help you determine what prospective customers are thinking and doing and will tell you where to focus your time. Some insights from buyer personas reveal:
- Specific attitudes
- Behavior patterns
- What drives prospective customers to choose you
- What are they talking about on social media?
- What are they searching on Google?
- Where does a topic that interest customer intersect with what you have to offer?
Example buyer persona
The Buyer Persona Institute provides an excellent example of a buyer persona with a detailed profile, priority initiative, success factors, perceived barriers, decision criteria, and buyer’s journey.
Visit https://www.buyerpersona.com/example-buyer-persona to download Example Buyer Persona PDF
- Pamela Vaughan (October 23, 2017). How to Create Detailed Buyer Personas for Your Business [Free Persona Template]. Blog.hubspot.com.
- Lisa Toner (July 28, 2017). What Does a Great Buyer Persona Look Like? Dissecting 3 Real-Life Examples. Blog.hubspot.com
Brainstorm type of content of buyer persona
Now that you have your buyer persona take each persona and brainstorm the types of content/themes that they be interested in. Each buyer persona, in short, has specific thematic interests and needs. Some content ideas for buyer personas:
- Special Offers
- Blog Posts
- Photos at the business venue
Creating keyword themes
Identifying customers keyword themes (“pain points” or “point of interest”) will help you get inside your customer’s head and brainstorm the type of content that interests them, but also the material itself (how to..., tips on selecting…, what the best way to..., etc.) Write down keyword themes that might interest buying personas and save them on a Google Spreadsheet. To help you brainstorm keyword themes for your social media content try the following tools:
- SeedKeywords - Find valuable keywords, with a little help from your friends. Merely create a search scenario and ask your contacts to type keywords they would use to solve it.
- SERPS Keyword Tool - free keyword research and suggestion tool.
As you research keywords look for themes that connect “what your customers want” with “what you offer.” Make sure you don’t focus on keyword themes that are just of what your company offers, but also on adjacent/related keyword themes.
Now that you have your buyer personas and keyword themes ready you will have an easier time drafting content that is simple for you to produce.
Up next is creating a content marketing plan focused on creating content that your prospective customers want, does increase the chances of getting an ROI of your efforts.
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