How to Create Buyer Personas & Buyer Journeys to Boost Your Content

February 27, 2017

 

 

 

How well do you know your audience? If your answer is a little or not well at all, you’re probably not creating the kind of content that engages and speaks to them. 

 

A detailed buyer persona is a representation of your ideal customer while the buyer’s journey maps out their purchasing process. Together, they outline your audience’s concerns, goals, and needs, and help you create the right content for every customer contact point. 

 

Let’s learn how to create them:

 

A Detailed Buyer Persona

The first step to creating your buyer persona is to conduct interviews and research. This allows you to get a complete picture of who your customers are.

 

Speak with your sales representatives and customer service teams. These people are on the front lines with customers and can provide great insights to your buyers’ concerns and pain points. 

 

Interview your current customers, both happy and unhappy, to give you a mixed perspective about who they are, and make sure to speak with potential clients for information about what they’re looking for.

 

Ask the following questions:

  • What are their demographics?

  • What’s their educational background?

  • What’s their profession?

  • What are their hobbies and interests?

  • What does a typical day look like for them? 

  • What are their goals and desires? 

  • What are their challenges?

  • Where do they consume information? 
    Do they get information on websites or social media?

  • What content type do they prefer?
    Do they favor blog posts, podcasts, or videos?

  • What’s most important to them when considering your product or service?

  • What do they like about your product or service?

  • What don’t they like?

  • What language and tone of voice do they use?

 

Identify patterns and commonalities in their answers, and form at least one primary persona. Make sure it’s as detailed and human as possible so it’s extremely clear who you’re marketing to.

 

Here’s an example of what a buyer persona might look like:

 

How to Define Your Buyer’s Journey 

Now that you have your personas, it’s crucial to know what your buyers look for and where at each step of the purchasing journey.

 

A person who's initially researching your product might find your content on social media, whereas somebody that's close to making a purchase decision might be looking at your website.

 

The buying journey is comprised of 3 stages:

  1. Awareness Stage - The buyer identifies a problem or challenge.

  2. Consideration Stage - The buyer has clearly defined the issue and evaluates different methods to solve it.

  3. Decision Stage - The buyer chooses a solution.

 

Use your buyer persona to determine what different feelings, challenges, goals, and reactions buyers have at each stage of the journey and where they might find related content. 

 

Here’s Susan’s buyer journey:

 

Conclusion

When you know where to aim, you can hit the bulls-eye. Similarly, perfectly targeted content in the right platforms will generate higher engagement and more leads. Take the time to truly get to know your customers; they will show their appreciation with their wallets.

 

Got more questions about buyer personas and journeys? Contact us for more tips and tricks!

 

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