September 9, 2016
One of the most common mistakes when creating the strategic plan for crafting and sharing your unique story is assuming that the same message can be sent to your entire list of prospects and customers. Unfortunately, content marketing is not a one-size-fits-all solution. The fact is, customers today are very particular about their personal wants and needs.
In order to develop a successful plan one of the critical steps is to break your entire audience into segmented groups based on behavioral commonalities or what marketers call “buyer personas”. This step allows you to specifically target each segmented audience with a message that is truly relevant to that group.
A few key factors we use to develop a specific buyer persona include anticipating the critical information a prospect needs to know before they make a purchase. Here are some examples:
• Identify the specific goals and objectives that your prospect wants to achieve. The key is to get very specific. In other words a goal to “improve their life” is too general.
• Anticipate the questions a prospect plans to ask about your product or service and develop the answers ahead of time.
• Determine the obstacles the buyer typically faces and be ready to provide a solution for each issue.
• List the problems or pains that your target prospect faces so you can provide tangible solutions.
• Specify the communication channels that your target buyer uses to gain information. For instance do they prefer written text, audio messages, video broadcasts, social media, e-mail, or even direct mail?
• And finally create a chronological scenario that outlines the buyer’s timeline for making a purchase. This allows you to illustrate the potential path of interaction between you (the marketer) and the prospect (potential new customer).
Developing these buyer personas can play an important role in creating an effective blueprint for your content marketing initiatives and helps insure that you gain new customers. And isn’t that what it’s all about?
“Image means personality. Products, like people, have personalities, and they can make or break them in the market place.” - David Ogilvy