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Creating Content for Buyer Personas


nikalabs - January 10, 2017 - 16 comments

Companies have employed buyer personas for quite some time to determine how to market and sell to potential customers . The development of a persona includes creating a fictionalized version of various types of customers or buyers, which may include demographic features like age, gender, household income, job titles, as well as “softer” psychographic elements like desires and motivations. The purpose should always be to understand your customers more to be able to communicate more effectively to what drives them.

Content for Multiple Personas

As you go through the process of identifying and developing the personas you need to market to on your website, the psychographic information can help you write more engaging copy for each particular persona.

For example, if you’ve created a persona for a middle aged male who is interested in having the best, most innovative products no matter the expense, you likely wouldn’t create content for them that is focused on price and cost savings. For this buyer you would want to present competitive advantages, testimonials/product reviews and other types of 3rd party validation.
On the other hand, if you are marketing to a persona who is a recent college graduate who owes a lot in student loans, you would absolutely want to call out the cost savings and value of the product you are trying to sell in your content and ad copy.

In terms of advertising to both of the above groups, Google AdWords, Facebook ads, LinkedIn ads, and others provide the opportunity to get very granular in targeting audiences by demographics and affinities. This is especially important to consider when developing ad text customized for each audience that ultimately drives to the website content developed for that audience.

Using Existing Data to Validate Buyer Personas

There has never been a better time to test whether your persona targeting is working. Most companies have Google Analytics on their website, which allows you to view the types of people who engage with your content. The types of data offered in Google Analytics include:

  • Age
  • Gender
  • Interest
  • Location
  • Language
  • And subcategories.

Say that you’ve created content that you hope speaks to 35 year old women in the United States, but your web analytics indicate that this group has a really high bounce rate and low time on site. You may want to take a closer look at whether you need to do a content refresh. On the other hand, if this group is very engaged, you’re doing a good job.

We recommend that our clients be aware of who their “ideal” customer is and work to help develop websites to appeal to these customers. As data is collected, it will become clear what is working and what may need refinement. After all, our audiences evolve, just as we do.

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