Knowing your audience is one of the most important parts of your content marketing plan. When speaking to your consumers, you must tailor your message to each persona.
The Buyer Persona Institute created an infographic that shows you how to create insightful and actionable buyer personas.
How To Create Buyer Personas
The interest in buyer personas is growing BUT the number of marketers who use them effectively is not.
Buyer personas are not all created equally
Three Popular Methodologies:
1. Consulting Internal Stakeholders
2. Leveraging Familiar Tools
3. Interviewing Real Buyers
Out of the three popular methodologies, ONLY INTERVIEWING BUYERS tells you something you don’t already know.
CONTEXT OF THE DECISION YOU WANT TO INFLUENCE: eliminating irrelevant data and reducing the number of buyer personas.
Priority Initiatives. Reveals why some buyers make your solution category a strategic priority while others choose the status quo.
Success Factors. Reveals what buyers expect to change after implementing your solution, and why.
Perceived barriers. Reveals why some buyers wouldn’t perceive your company or solution as their best option.
The Buyer’s Journey. Reveals what criteria buyers use to evaluate solution options and make a purchasing decision, and why.
Decision Criteria. Reveals which buyers are involved in the decision and what resources they trust to guide their decisions.
The insights you gather from buyer interviews are HIGHLY ACTIONABLE. You’ll know precisely:
WHO you need to persuade within the buyer’s organization.
WHAT information they need to make their purchasing decision.
WHEN buyers are most likely to be receptive to your message.
WHERE to reach buyers with your marketing content.
HOW to create a persuasive argument for purchasing your solution.
WHY your marketing and sales plan is the best course of action.
By channeling the buyer’s authentic voice — clearly, accurately and persuasively — the buyer persona gives marketing the confidence to say, “This is what really matters to our buyers. So here’s the plan.”
Anything you want to add? Comment below.