Others may have personas available to them, but choose to – GASP! – ignore them. This is where your personas come in – they help you and your marketing team have the best understanding of the actual users of your merchandise or services, the key interests they have and what appeals to them.Īs Marcia Riefer Johnston pointed out for the Content Marketing Institute, some teams have the bad habit of skipping over persona creation in order to get to the meat of a project.
Your messaging is important, and you must be able to speak to your customers in a way that directly lines up with their needs and the pain points they’re looking to have solved. These – and a range of other aspects, which we’ll take a look at shortly – are all things that your personas can tell you, and these critical insights should be used to shape the ways in which you speak to different clients at certain points in their customer journey. I know what you’re thinking: “I already know who my customer is.” But do you really? Do you have an in-depth understanding of the things that make your customers tick, or the characteristics that identify your ideal customer? Do you know which of your customers has the highest commercial value, or which customers are influencers and which have decision-making power? This is where your buyer personas come in, helping you and your marketing team better understand the motivations behind purchasing decisions and the type of messaging that will appeal to your audience. Here’s the tricky part, though – unless you work to drill down and focus on the type of individuals you’re selling to, your customers can quickly become a sea of faces without the benefit of common threads or any defining characteristics among them. After all, how can you be sure your brand is up to the task of fulfilling client needs without a deep understanding of what it is that consumers are looking for? Understanding your customers is an obvious cornerstone of business.
B2B Content Marketing: A Comprehensive Guide.
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