In my last few posts, I have talked about targeting your content creation and promotion efforts to buyer personas. Doing so helps you better engage with your target audience, increase your chances of turning them from prospects to customers, and helps to increase your customer lifetime value. In today’s post, I’d like to address the two questions I hear most from marketers as well as clients, what are buyer personas and why are they important to my business? Let’s start with the first.
What Are Buyer Personas?
According to The Buyer Persona Manifesto, a buyer persona is “an archetype, composite picture of the real people who buy, or might buy, products like the ones you sell.”
The idea behind a persona is to gather a wide range of data sources including demographic and behavioral data as well as preferences for content discovery, content consumption, and how they engage with content all wrapped up in a nice little package. This helps you to better understand what each customer group cares about and allows you to create more relevant content that will inspire them to buy from you as well as share it with others through various methods (social media, email, word of mouth, etc).
Why Are Buyer Personas Important To Your Business?
There are several reasons by buyer personas are important to all businesses, large and small. Let’s cover a few of them below.
- Keyword themes don’t buy products or services, people do, so it’s vital to the success of your business to understand who those people are so you can better market to them
- The better aligned your content is to your customers interests, the more effective your content marketing efforts will be in increasing sales as well as customer satisfaction
- The more relevant and useful your content is, the more backlinks and social shares it will attract
- The more relevant and useful your content is, the more appealing it will be to the search engines
I know these aren’t all the reasons, however, you can clearly see that taking the time to create buyer personas is very valuable and will help to grow your business through focused content marketing efforts.
In my next post, I will be talking about the process you should follow when building your buyer personas. If you have any questions or comments, about personas, please feel free to reach out in the section below.