Knowing your audience is essential for any type of successful communication. If you are doing content marketing, you probably have a few different types of people in your audience, even for the same product. The more specifically you can address their needs, the better your results will be.
Buyer personas help your content creators find the overlap between customer desires and your offering.
Paul Avery, co-founder and managing director of BioStrata joined me to discuss the importance of buyer personas, what information you need to develop them and how to know if you’ve done it right.
Paul breaks the process down into the Who, the What, and the How.
Who are you talking to? Title, job function, demographics, communication preferences, etc.
What does that person care about? Their goals, challenges and the nitty gritty frustrations where a new technology can make a difference.
How to position your product or service against their needs. What does the solution look like? What selling points align with their specific challenges?
A good persona will get you more high quality leads that convert to customers more easily because you’ve already convinced them that what you have can work for them.