Starting from the beginning of the term marketing, the buyer persona was invented for a complete KYC (Know Your Customer) in modern terms. Knowing your consumer is the best way to impress him/her into buying your products and or services. Understanding the needs of every consumer is a way of knowing a potential customer.
This can be achieved through data mining via public surveys. The second way to know your customer is through content marketing. It’s not something that you are not aware of. Every product or service you see in SERPs (Search Engine Result Pages) is the hard work of a team of content marketers. So, let’s have a cinematic view of the buyer persona, its role, and how it’s affected by content marketing.
What is a buyer persona?
A buyer persona is also known as a buyer’s image as perceived by the ‘sale points’. It very much affects businesses and their ability to market their own products or service. Here, marketing denotes the accuracy with which you’re able to convert a consumer into a potential customer. The efficiency with which you perceive your consumer decides the conversion as discussed above.
It’s always not about knowing the customer by asking the details of his/her interest. Sometimes you know by educating him, explaining to him, answering him by removing his doubts, helping him through discounts on the products or services, or giving him ways to engage with the industry you are working with. It’s simple: “The more you know your consumer, the stronger are your instincts in convincing him to buy the product or service”.
What are some steps in creating a content marketing persona?
The content marketing persona of your company decides the way consumers interact with you and your company. The better you represent the services and products of your company, the better your knowledge about the consumers.
Content marketing persona can be created by using the following best practices:
1. Educate your consumers on every possible platform
Education about your product/services is the need of the consumer. If they don’t know about the product/service you’re selling, how come are they going to buy it! Therefore, create content to educate the consumers only if they don’t know about the service or product you’re talking about. For example, if your company is selling pizzas, you can not start with: “What is pizza?” You can start with: “Some pizza recipes that will win hearts”.
Be it youtube, web 2.0 platforms, social media, or choosing influencers to promote your product or service, you gotta do it. Without public awareness about the category you’re selling, you won’t succeed.
2. Create content that matters
Create content that influences your consumers at an extraordinary level. It’s not only about educating your consumers. It’s also about telling them: “We’re here for you”. You start by telling your consumers the ways to use your product, create with it, benefit if they become your customers, and finally the ultimate growth with your product or service.
3. Reach out to consumers (Literally)
The more you’re known among consumers, the more they are predictable and susceptible to buy your product. For this to happen, you need to go out and present your product/service to the consumers. Some say it’s best to conduct social media surveys and get rid of them. But, conducting a social media survey won’t give that personal touch your consumers demand every time you sell a product or service.
4. Create preferential routes for returning consumers
Here preferential routes are meant to prevent customers from the irritation they face due to market-unaware coders and programmers. This should be done in order to maintain and henceforth increase trust in consumers about your product or service. This can be done by remembering their choices, and interests while they surf and click on your platform.
5. Understand the language of links
The most important thing about links is that ‘they synchronize your website in an order to keep the interests of consumers in focus’. The trick is: ‘the more you use the more you know how to use them and where’. The more orderly your website is the more prone your products and services are for sale.
6. Keep the journey awarding
And, at last, keep the journey awarding for the consumers. This shall promote your vision and dedication to the matter. Here awards can be discounts on products, the chance of getting their dream home, chances of meeting with a celebrity, and other packages that the consumers shall get with the product/service.
How detailed buyer personas can be?
Buyer personas can be very detailed and can be as per your understanding of consumers and the market. It’s like the saying, ‘common sense is not so common’. Sometimes experience matters while sometimes your basic marketing instincts do the job. Therefore, conduct market surveys based on experts’ advice and never forget to use your desi instincts while knowing your consumer.
Here, the theory goes as: ‘the more detailed is your buyer persona, the better performer are you in the market’. People in the market use tools such as Google Analytics, SEMrush, Ubersuggest, etc. to get a perspective of the market. But, understanding consumers and the market is a thing of experience. The more you have it the more you’re close to perfection.
How can social data help you develop a buyer persona?
Social data is one of the best practices to develop a buyer persona. Collecting it through market research and surveys can only give you partial accuracy about the market. As you’re spending less time with the consumers. The social data not only increases the accuracy of your market theory but also adds essential points to the ‘diary of consumers’.
Why is the creation of a buyer persona important in marketing?
Digital marketing has gone through a lot of changes as to the availability of resources. The marketing tactics are to serve the purpose of converting a consumer into a customer. Hence, in order to create those tactics, you need to create a buyer persona to begin your proceedings with. Marketing is all about knowing what’s competitors are unaware of and taking it as an opportunity with time. Without a buyer persona for your niche, you won’t succeed.
Conclusion: Is buyer persona too much of a prediction?
The buyer persona has never been too much of a market prediction. Here, we are using the word ‘prediction’ and many of the marketers reading this will avoid reality and hurt their ego, saying “it was never a prediction”. But, we as a visionary team will say the facts less spoken in the market. So in conclusion, I will say don’t get trapped. Rather decide the best and most valued in the market.