With every Inbound Marketing strategy the most important thing to remember are your audience. Your audience are your Buyer Personas. So what are buyer personas?
Since there are millions of active users on the internet around the world, it can be difficult to pin-point the right people to reach out to. Buyer Personas help to do just that. According to Hubspot, Buyer Personas are:
“Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics behaviour patterns, motivations and goals"
Essentially, they are the people that YOU want to visit your site to ultimately convert them into leads and eventually become promoters. In order to effectively create a buyer persona you should follow these three steps:
- Do Research – You cannot assume who your buyer personas will be without the necessary research. You should ask specific questions about their role, their company, possible goals they have, their challenges they are trying to overcome, their demographics etc.
- Identify Trends – If you find similar trends emerging with different personas, be sure to group these together since these indicate who your personas really are.
- Create Persona Profile Stories – Creating stories allow you to put your research into practice. It builds a relatable, semi-fictional representation of who you are trying to locate and how you can effectively reach out to them.
Do as much research as you can to create personas and identify the trends. You can have as many personas as you want, as long as you focus on WHY you are locating these people. Once you have identified your personas be sure to research what content they want and get it out to them at the right time.