Have you ever read something that captivated your attention, as though everything else faded away and it was just you and the words? That kind of engagement doesn’t happen by accident; it occurs through careful planning. The person behind that communication has taken time to understand who you are and what’s important to you. If you really want to take your marketing to the next level, you need to do the same. And that’s where personas come into play.
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. – Hubspot
Without a clear understanding of who you’re selling to, the content, service or product you create will never resonate with your target customer. Your communications need to feel authentic and personal and that can only happen if you’ve developed a profile of who you’re talking to.
A strong persona will provide insight to the following questions:
By following the next three steps, you’ll gain the information needed to answer these questions. And that will make for a much stronger marketing campaign.
When I’m building a buyer persona I like to take my clients out to coffee or lunch. It makes for a casual setting where you can dig deeper into their needs, goals and challenges. During the interview, I ask questions that provoke the right kinds of answers. Here’s a few to get you started:
As an interviewer, you should always try to dig deeper. These questions are just the starting point. Never be afraid to ask why.
Once you’ve gathered data from the interviews, it’s time to document the customer persona. Include several elements that create a well-rounded, semi-fictional character:
I’ve found that you’re much more likely to make a connection with the character when you can truly visualize that person. There are a couple of ways to get this image:
The chosen picture will impact the way you view your audience, so make sure it lives up to how they look. For example, you wouldn’t want a stock photo of a 20-something hipster when you’re trying to reach 30-year-olds starting out their corporate career.
This section is pretty straightforward. What is their role/position, and what company do they work for? Or maybe they’re an entrepreneur and run a growing business – list it here. Do they have any other roles in life (e.g. wife, mother, sister) that are essential to understanding what motivates them?
E.g. Creative Director, videographer, manager of team. Mother, wife, friend.
You want to showcase how this user persona views herself in the world. Which titles resonate with her most? For example, there’s a big difference between someone who does content writing for work and someone that identifies as a writer. What roles share your persona’s identity?
Here you want to tap into three types of goals:
In many ways, the goals we set define our entire personality. Our lives are shaped, changed and molded by the dreams we dare to make a reality. It’s your job to capture the depth of those desires. When you craft content that speaks to someone’s dreams, you’re winning. So, it’s important that you include these goals in your documented persona. Every time you look at it, you’ll be reminded of the dreams you’re helping come true.
In contrast, you also need to also know the challenges that stand in the way. What is your customer struggling with on a daily basis? How can your product and the way you market it help alleviate these pain points?
Content marketing is the perfect place to educate your customer on overcoming difficult situations. For example, let’s say you’re a digital marketing company. After a number of interviews, you notice a theme appearing – everyone is struggling with gaining followers on Instagram. Something as simple as that could point to even larger marketing issues – like an inability to connect with a younger audience.
Writing down all these challenges will give you direction and inspiration for what you need to talk about and teach to your audience.
Although demographics can seem a bit dull, documenting them can be very helpful. You’ll be able to evaluate stronger marketing strategies, conduct better ad targeting and even shape the identity of your brand. The demographics section should include:
If you have a narrow audience, these stats will appear very similar across all interviewees. However, if you notice a broad range of demographics, you may want to consider either narrowing down your target customer even further, or creating several personas for each demographic pattern.
There’s nothing wrong with developing more than one persona. Remember, you want each profile to accurately depict this person. It’s better to make multiple personas than attempt to cram several types of people into one character.
In this section, you’ll want to create a story that captures the smaller details that you gathered from digging deeper in the interviews. I like to take this area to develop a day-in-the-life view of the persona. By looking at how they go through the day, you can gain valuable insight into how to best reach out through marketing and sales. The story would go through a typical day for my customer, and would include details like:
A strong story – combined with the other elements – makes for a comprehensive user persona.
Using the information you gathered in the interview – along with a bit of imagination – you should identify the typical buying cycle of your customer. Knowing how, when, where and why they buy will inform the way that you develop and distribute content. I like to imagine a funnel; it’s not a new concept – the sales funnel has been around for years. But it’s still a powerful visualizer in acquisition. A basic sales journey could look something like this:
As you identify the steps your persona takes, content ideas will begin to spark. And when that happens, you can make strategic moves instead of just reacting to the winds of your industry.
Truly remarkable inbound marketing starts with the basics. Something as simple as buyer personas can dramatically increase the effectiveness of your content. It’s amazing how much easier it is to create content when you’re writing it to just one person.
How are you using personas for content marketing? Have you noticed that they make writing and publishing content much easier? I’d love to hear your thoughts in the comments below.