If you're not familiar with the term “buyer personas” it simply means “the buying personality of the people who buy, or who could buy, your product or service.” This can include basic demographics, such as the age, gender, income level, education level and geographic location but the best personas include insight on how the potential buyer thinks about your product or solution from their point of view. When we explore buyer personas we need to delve deeply, answering questions such as:
What's important to your buyers?
What are the influencing factors in their decision making process?
What problem does your product or service solve for them?
Are they aware that a solution like yours is readily available?
What questions or concerns do they have related to your product, service or company?
How do they prefer to engage with the information that enables them to make decisions? In which formats do they want the information?
Once you know the answers to these questions, you can begin speaking your prospects’ language and really connect with them by creating content that provides insight into how your product or service can solve their problems.
Multiple Buyer Personas
Most companies have many different types of prospects -- all with different needs, problems and questions -- interested in what they're selling. That's why creating multiple buyer personas to address the varied pathways to purchasing will help you create content that appeals in more meaningful ways.
It’s critical to provide the structure on your site that allows the varied personas to engage with content that’s most relevant to them. It’s not uncommon to see sites use a layered process with their content – at the higher levels of navigation the content appeals to a broader audience and then deeper into the site the flow (and navigation) divides to better address the more specific needs of varied buyer personas.
The goal in developing buyer personas is to provide a content creation context – a context that enables you to seamlessly connect with a site visitor in a way that conveys that the content you created was developed expressly for them.
As we move forward, we'll work on the content structure needed to appeal to different types of prospects. But first, we'll work together to identify a few buyer personas specifically for your company.