Content marketing is subject to change our digital time and permanently by new trends dominated in online marketing. A certain rule, however, remains top-up-to-date: Know your target audience exactly!
Regardless of what content you produce for your business, the content should always be based on the potential customer. Blog articles, podcasts or videos should be emotionally appealing to the intended audience at best. For this reason, the selected content must be precisely tailored to the target group.
In practice, therefore, the creation of a so-called buyer persona works very well. In order to better understand and use the advantages of a buyer persona, I would like to elaborate on the different details of the persona below. You will then receive a free template (including B2B Special) to set up a buyer persona for your business.
What is a buyer persona?
A buyer persona comprises the creation of a fictitious representation of a potential customer of the intended target group. Typically, a buyer persona can be recorded in writing in a document – companies like American Express, on the other hand, have made their persona much more vivid. You are therefore free to choose whether to give your persona a name or to visualize the appearance.
In any case, it can be guaranteed that your company gets a clear picture of the ideal customer. Although such a customer person already plays an important role in the product and service development, the persona takes another level in content marketing. In this context, not only demographic factors are questioned, but also the language style and the social media usage of the potential customer. In summary, a typical buyer persona has the following characteristics:
Demographic: age, marital status, education, income
Psychographic: lifestyle, values, priorities, style of speech, social media usage
Emotional: challenges, frustrations, fears, worries
Using this data will make it easier for you to create content that really appeals to your customers and emotionally captures them. In this sense, for example, you can create a blog article that addresses a specific everyday problem of your target customer. In this blog post, you could then inform potential customers about common solution methods. The incidental result is that your client feels understood and trusted by you and your business.
How can you generate relevant data for a buyer persona?
Especially as a young and innovative company, it can be difficult to set up a meaningful buyer persona. Since the persona represents your target group, it should be relatively stable. In fact, however, the intended target group may change as a result of a changed company offer. For this reason, data should be generated for content marketing if your business model has been adequately tested. Subsequently, it is recommended to use one or more methods to gather relevant information for the buyer persona.
Thanks to numerous open databases and studies, you can research a large part of the demographic factors yourself. However, it is important not to rely blindly on it. Over time, you should, therefore, rely on in-house Business Data.
Depending on your infrastructure, Point of Sale Systems (PoS), Website Analytics, or Customer Relationship Management (CRM) tools can be used to pinpoint demographic data.
Interviewing prospective clients provides an excellent opportunity to learn about psychographic and emotional factors. In the best case, you will also consult with a part of your existing customers to get a better understanding of the problems and challenges.
People often use social media to let their own frustration about their problems. Therefore, you should examine suitable forums or Facebook groups in which your potential customers are. It helps to find useful information about the emotional factors of potential customers.
What are the differences between a buyer persona for B2B or B2C?
Basically, a simple buyer persona covers all the necessary factors for a B2C customer. If your company focuses on B2B customers, you should expand your persona in this regard.
To create content for a B2B customer, you should bring your personal and professional goals to mind. What would your contact person in his company want to achieve? What position and responsibility does he have? With which professional challenges does the business customer currently have to contend?
In both areas, you have to understand the current living conditions of the customer . Visualize your personal goals, concerns, and desires to create appropriate content.
A buyer persona is a one-time effort that really pays off in the long run. Creating a persona is also an ideal way to minimize potential risks in content marketing. Of course, one should company ‘s Buyer Persona constantly on the latest state of hold to long-term success.