Buyer personas? What’s all that about?! And why does my content strategy need them? Find out more and download your free PPT buyer persona template…
What’s a buyer persona?
A buyer persona is a fictitious representation of your ideal client. They’re often given names to make them memorable. Think: Marketing Monty or Olivia Ops.
Why are they useful?
- They help you create content that answers your target audience’s exact painpoints
- They allow you to stay on topic when you’re creating content and marketing campaigns
- They can build rapport as you know who you’re talking to
- It’s a strategic approach to creating content.
What’s included in a buyer persona?
- Demographic info and a short biography
- Their painpoints
- How and when they’re likely to consume content
- What types of content they’ll engage with along their buying journey
- Content topics they’d find useful
How to create a buyer persona
Talk to your clients and leads! Ask them a few questions. Here are a couple to get you started…
- What problems are they having that you can help them with?
- What KPIs do they have in relation to using you?
- Where do they go to find information to make buying decisions?
- How do they like to be communicated with?
- Are they on LinkedIn or are they just too busy running around like headless chickens?
- Events: face-to-face or webinars?
What to do with your answers?
Each buyer persona can be summarised in a one-page document. You might like to create a couple for your different audiences and remember to keep them handy when you’re creating your content.
