Educate Customers with Content Relevant to Target Groups

The Holy Grail in content marketing is that you need to understand and write specifically for your target audience. More than two-thirds (69%) of the evaluated websites of IT solution providers did not have content that was relevant and educative for their target customers. The most common mistake is that companies talk about themselves and their products rather than the subjects their buyer personas care about.

Content Marketing

Additionally, the saying “One size fits all” does not apply when it comes to the various formats of digital content. Different people prefer content in different formats: some prefer to read, others to listen to audio or watch videos. Fully 81% of the IT solution providers evaluated by PDAgroup provided content only in text format rather than other formats like whitepapers, e-books, webcasts, infographics or slide decks.

What are buyer personas?

Buyer personas are detailed descriptions of your ideal customers. They help you understand your (prospective) customers and enable you to tailor content to the specific needs, behaviors, and concerns of different groups. Buyer personas consist of the following elements:

  • Background: Job? Career path? Family?
  • Demographics: Gender? Age? Income? Location
  • Identifiers: Demeanor? Communication preferences?
  • Goals: Primary goal? Secondary goal?
  • Challenges: Primary challenge? Secondary challenge?
  • What can you do to help buyer personas: achieve their goals? Overcome their challenges?
  • Real quotes: What would buyer personas say about their Goals? Challenges?
  • Common objections: Why would buyer personas not buy a product or service?

In the picture below (Woodstreet), you can see a simplified example of buyer personas for a mobile phone.


How to create buyer personas?

  • Use your general target customers to determine your buyer personas. If accountants for example are the general target customer, older accountants who have their own practices could be the first buyer persona whereas up-and-coming accountants with an interest in new technology could be the second one.
  • Conduct research to specify your buyer personas by answering the questions listed above. Research methods include traditional market research, online questionnaires, website and social media analytics, employee interviews and estimations based on past experiences.
  • Draw on templates to visualize your buyer personas. HubSpot, Brass Cycle and Whizkins offer great examples for templates. Up Close & Persona offers an online tool for creating buyer personas.

How to use buyer personas?

  • Identify your prospects by buyer persona. Ask prospects a clarifying question (or series of questions) during your first interaction with them. This enables you to tailor everything from your sales pitch to your marketing materials as closely as possible to the type of prospect you are dealing with.
  • Track your buyer personas to measure your progress in qualifying them.
  • Send different personas into different marketing tracks to address their wants and needs. Demonstrate your ability to solve their problems by adjusting phone call elevator pitches and sales demonstrations according to personas, blogging to different points of view, altering responsive website content and assigning alternate nurturing campaigns. Do not forget to combine educative online content with calls-to-action to your offerings.

Quick action / Your next step

Create buyer personas to specify your target group(s) based on aggregated information such demographics, background and behavior, like what keeps them up at night and their content consumption.

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