If you’re a marketer that loves their job and you’re looking to improve on your Content Marketing strategy, you’ve come to the right place.
In this blog we’ll discuss exactly what personas are, why they’re needed and how to create them. By the end, you’ll not only understand how to elevate your marketing to the next level buy using these guidelines, but you’ll know exactly how to speak to each pain point and challenge your customers face.
What are personas?
Content personas represent your customers – or potential customers – and aid you in creating the right content, for the right people. In order to correctly market to your target audience, marketers need to understand who that person is, what their goals are, and what they need to accomplish in order to deliver the right type of content.
Why do I need them?
Without creating personas you’re only taking a stab in the dark when deciding what your customers really want to see from you. Most likely, you’ll only create content around what you’d like them to read (or buy) instead of delivering content they actually want to consume. If you’re a true marketing genius, you’ll craft a way to deliver both without your customers even knowing!
Create persona(s) for your ideal customer, or customers. That’s obvious. But, what most people won’t tell you, is that you also need to create negative personas for clients you don’t want to serve. If you don’t have time to dive in to negative personas just yet, create your content personas first, then circle back around.
Keep in mind that your process – once you’ve run through our general one – should become completely customized to your audience and company. With a little practice you’ll be a persona professional in no time.
How do you create a persona?
Start simple and break it down in to these 4 questions:
Picture your ideal client, customer, or consumer and start building a profile of who they are:
- Male or female? Or 60/40?
- Age range?
- What is his/her job title?
- Are they the primary decision makers or supporting staff?
- Income level?
- What industry does he/she work in?
- What is his/her family situation?
- What is his/her typical day like?
- Are they eccentric, mild mannered, happy-go-lucky?
Break each of these questions down in to primary and secondary, if needed.
- What are their goals?
- What specific challenges do they face day-to-day at work?
- How far along are they in the buyer funnel or deliberation process?
- Who have they trusted for information or content in the past? Friends? Coworkers? Thought leaders? Industry “experts”?
- Do they need a solution because they don’t have enough time?
- Are they looking for more information on a certain niche or program/product you offer?
- Are there events that make him/her look for more information? What’s triggering them?
HOW can I help?
- How can we help our persona reach his/her goals?
- How should you present your content to your personas? PDF’s, downloadable templates, blogs?
- When do they want to consume your content? Early morning, during the work day, after work, or on the weekends?
- Are they consuming content on social media? Your website? Emails?
- What’s my elevator pitch to my personas?
The answers to all of these questions should aid you in identifying what type of content to create, when to deliver it, which channels to deliver it on, and how to speak to your target audience.
Supplement Your Personas With Real Information
To find additional insights about your audiences, turn to sales. Marketers usually have all the information they could possibly need right in front of them. They just need to reach out and extract it!
Look through your sales CMS to find certain trends, drop off points and great successes in the sales process clients responded to best. By compiling this information you’ll be able to put together a clear picture of what’s working best for you, and what’s not.
Interview your sales team to see if they have any insights they might be able to share with you. They are, after all, the ones dealing with your potential customers day-to-day!
If you have more questions, send us a line or give us a call! We’re always here to help.