One of the reasons companies struggle with inbound marketing is they fail to develop buyer personas for their business. If you’ve ever been uninspired or even annoyed by an advertisement that wasn’t relevant to you, you understand why developing buyer personas is crucial toward targeting the right people and growing your business.
A buyer persona is like a profile which reflects a certain archetype representing your most common or ideal customers. These profiles contain valuable information and insights that help businesses grow in a multitude of ways.
Your company may have a single buyer persona, or you may have several. It really depends on your business. If you offer a very specific service, you’ll probably have fewer personas than a print company offering a wide range of products and services.
People are much more likely to buy from a company that “gets” them. A buyer persona will provide your team with specific insights into the wants and doubts of your customers. If you can show your audience you understand their needs and address their concerns, you’ll create the connection today’s consumers are looking for.
If you sell sports uniforms, what are the chances your customers who purchase baseball uniforms will be interested in an ebook about basketball uniforms? Probably pretty low. Segmenting your audience is the key to delivering targeted, valuable content your audience will actually want to check out.
From emails to ebooks, creating any piece of content requires a lot of time and resources. Make sure all your effort isn’t going to waste by focusing on topics your customers are interested in and in a format they’ll be most likely to consume. Understanding your audience is the key to developing an effective content strategy.