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. Itâs 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, letâs have a cinematic view of the buyer persona, its role, and how itâs affected by content marketing.
What is a buyer persona?Â
A buyer persona is also known as a buyerâs image as perceived by the âsale pointsâ. It very much affects businesses and their ability to market their own products or service. Here, marketing denotes the accuracy with which youâre able to convert a consumer into a potential customer. The efficiency with which you perceive your consumer decides the conversion as discussed above.
Itâs 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. Itâs simple: âThe more you know your consumer, the stronger are your instincts in convincing him to buy the product or serviceâ.
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 donât know about the product/service youâre selling, how come are they going to buy it! Therefore, create content to educate the consumers only if they donât know about the service or product youâre talking about. For example, if your company is selling pizzas, you can not start with: âWhat is pizza?â You can start with: âSome pizza recipes that will win heartsâ.
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 youâre selling, you wonât succeed.
2. Create content that matters
Create content that influences your consumers at an extraordinary level. Itâs not only about educating your consumers. Itâs also about telling them: âWeâre here for youâ. 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.
Related: How to be a Marketing Content Writer?
3. Reach out to consumers (Literally)
The more youâre 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 wonât 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 âthey synchronize your website in an order to keep the interests of consumers in focusâ. The trick is: âthe more you use the more you know how to use them and whereâ. 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.Â
How detailed buyer personas can be?
Buyer personas can be very detailed and can be as per your understanding of consumers and the market. Itâs like the saying, âcommon sense is not so commonâ. 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.Â
Here, the theory goes as: âthe more detailed is your buyer persona, the better performer are you in the marketâ. 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 youâre 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 youâre 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 âdiary of consumersâ.
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 whatâs competitors are unaware of and taking it as an opportunity with time. Without a buyer persona for your niche, you wonât 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 âpredictionâ and many of the marketers reading this will avoid reality and hurt their ego, saying âit was never a predictionâ. But, we as a visionary team will say the facts less spoken in the market. So in conclusion, I will say donât get trapped. Rather decide the best and most valued in the market.