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Do You Really Know Your Buyers? Why You Need Persona-Powered Content Marketing

August 29, 2018 // By: Jenny Prikockis

When you’re not seeing the results you want from your business, it’s time to re-evaluate, shore up your strategy, and realign your advertising efforts. Content marketing centered around detailed buyer personas is an effective way to define the people you’re trying to reach and (drumroll please…) reach them!

Learn more about what buyer personas are all about and how they canhelp strengthen your content marketing efforts below.

Buyer Personas 101

HubSpot defines a buyer persona as “a semi-fictional representation of your ideal customer.” Based off industry demographic data and your own customer base, you’ll give your buyer persona a name, age, occupation, and mini-story. What’s their daily life like? Do they have kids or are they single? What challenges do they face that would be solved by your product or service?

You may have more than one persona for multiple target audiences. For example, as a Ford dealership you may cater to a potential buyer named Millennial Harrison looking to upgrade from his first car out of college, or Generation X-ers Pete and Cindy seeking a fast and fun sports car.

Get some tips for building your business’ buyer personas here!

Focus on the Channels that Count

Do your customers read the paper every morning, or is Instagram their digital news feed? Having that semi-fictional snapshot of who your customers are can help you focus your content marketing efforts to the most fruitful channel for ad spending, right down to the times they’re most active on social media, ensuring your posts are seen and receive the maximum level of engagement. 

Speak Your Customers’ Language

Creating and using buyer personas can work wonders for your content marketing results. When you know who you’re speaking to, you can tailor that messaging so that it’s received in the best way possible. When you’re on the same wavelength as your target audience, you’ll be surprised by how much easier it is to connect with potential searchers.

A study by Marketing Sherpa saw one company take on a persona-driven content marketing strategy and experience a 210 percent increase in website traffic and a 124 percent increase in website generated sales!

Start Creating Meaningful Content: Get Integrated

Once you tap into who your personas are, you can tailor-make content centered around the search phrases they use online and present your business as a solution to their questions, allowing you to engage with them, generate leads, and convert leads into customers. What’s even better, is that really knowing your buyers can have a ripple effect in strengthening all facets of your business’ advertising.

Working with an integrated advertising company can not only assist you with creating accurate and detailed buyer personas, but these multi-talented industry experts have the ability to recognize which marketing platforms work for your personas, from print to production to PPC, for the highest return on your ad spending. Throw us a line today to learn how our fully integrated advertising agency can help your business.  

Topics: Content Marketing, Integrated Agency, Engaging Customers, Buyer Persona