25th January 2019 Claire Hawes

How buyer personas help with content creation

So how do you get in front of the right people, at the right time, with the right message? I’m glad you asked…

This week, I did something I’ve never done before. I bought an item straight after seeing a Facebook ad.

So what was it that hooked and converted me?

It’s mid-winter and the football season. Thick, sticky, gritty mud cakes my football fanatic son’s boots, my car and even my house.

If you’ve ever tried to wash the mud off football boots at home, you’ll know you’ll get it all over your sink, your kitchen and yourself in the process.

So when a perfectly timed video ad for ‘Boot Buddy boot cleaner‘ appeared in my Facebook news feed, it was a no brainer for me to click through.

It took just one view of a video that showed me how I (or my 13-year-old son) can clean football boots in less than a minute, to convert me.

So what’s the lesson in this?

To get your message to the right person at the right place and at the right time necessitates a genuine understanding of your customer.

One way content marketers learn about their customers’ challenges and how they make decisions is by creating buyer personas.

What is a buyer persona?

A buyer persona is a profile of your ideal customer. It aims to establish motivations for buying your product or service.

To do this, it identifies what your buyer hopes to achieve. By the same token, it addresses any doubts it may have.

Plus, how your buyer is likely to evaluate products/services like yours.

What should go into a buyer persona?

  • A summary of the buyer: (Working mother. Active family).
  • Responsibilities: (Having to juggle work with running a household)
  • Likes/dislikes about the job: (Lack of and wasted time doing household chores)
  • Frustrations: (Having to deal with a mud-splattered house and car!)
  • Needs: What triggers a decision to search for a solution that your product/service can offer? (A quick and easy cleaning tool that even a lazy teenager can operate)
    What results do they hope to achieve? (Clean boots, clean car, clean house…fast)
  • Concerns/Common objections: Why wouldn’t they buy your product/service? (Cost, ease of use)
  • Role in the buying process: (Decision maker)
  • Where does the buyer hang out socially: (Facebook)
  • How does your persona prefer to consume content: (Video)
  • Buying stage: (Need arousal)

Why do you need to create a buyer persona?

It’s easy to create content around the subject you know best. But if you create content around the information your audience is seeking, you’re more likely to convert it into paying customers.

Still not convinced?

Then you should know that research shows that websites created with the help of buyer personas are two to five times more effective than others.

How can you use buyer personas in your marketing?

First off you can use your buyer persona to help you to write web copy with user intent in mind. Be it:

Informational: Your audience is asking broad questions and looking to learn something.

Transactional: Your audience intends to buy a specific product. Their search terms might include the words ‘buy’ and ‘purchase’.

Navigational: Your audience has a clear intent. It is looking for specific websites and brands.

Then, you can use your buyer persona to guide the creation of content that builds relationships leading to enquiries and sales, such as:

To sum up

Buying journeys are often not straightforward. Your customer will encounter various touchpoints en route.

Buying personas help you to understand your audience and its motivations to interact with your business.

As a result, just like Boot Buddy boot cleaner, you can get your message to the right person at the right place and at the right time.

Instant hook and instant conversion. What could be better than that?

And finally

If content creation is important to your business, but you still can’t find time to do it, you can always outsource it. Not only will you get it done, but you’ll also benefit from increased awareness, enquiries and sales. So drop me a line to get information about pricing.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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