Blue Flower

Identifying buyer personas is an essential activity for successful marketing, sales and forming a business strategy.

Content marketing is one of the most popular and most effective forms of marketing today. Designing your content marketing strategy in sync with the identified buyer personas is a key factor that determines the success of marketing activities in general.

Mapping to Buyer Personas and Journeys

Buyer personas will help you identify the audience of your business in different stages of buying process from searching products, buying and to becoming regular customers.

How creating buyer personas important to your business?

  • Help decide the content type
  • Help to set the style of the content
  • Help decide what are the topics customers want to hear about
  • Help to understand the source where customers get information from

Developing Personas

To develop buyer personas, you need to do some research. For that you can conduct research and interviews to collect information from your customers, the sales team and your customer care team which interact with customers directly. When collecting information there are few important things to concern about:

  • Background
  • Job details
  • Main sources of information
  • Goals
  • Challenges/pain points
  • Preferred content medium
  • Source
  • Quotes
  • Objections
  • Role in purchase process
  • Marketing message

These information regarding buyer personas will help you create tune the story and narrative you need for your marketing and sales.

Telling Your Persona’s Story

Here you need to turn your information into a story about the buyer. In that story building you need to consider the following factors

  • Responsibilities of the buyer
    • Job and family responsibilities
    • For what purpose does the buyer use the media and content
  • Typical day/week/quarter
    • How often does he/she uses media
  • Characteristics
  • Biggest challenges

Buying Stages

When creating content, you need to identify your customer’s lifecycle stage with your business

  • Early stage – not aware of the product
  • Mid stage – aware of the product
  • Late stage - close to purchase the product

For each stage of customers, you need to have stage specific content.

Another dimension you could consider when classifying content to customers is as follows

  • Awareness - those who are looking to learn and conduct research
  • Purchase - those who are looking to purchase
  • Advocate - those who are looking to be advocates of the products and services that you offer.