Buyer Personas: Developing Content That Speaks to Them

For too long now, buyer personas had been marketers’ little secret. What does that term mean, though?

According to Moosend’s definition: “A buyer persona is like averaging all the characteristics of our most loyal customers into one.” (Source)

Through buyer personas, your target audience can be represented accurately. This will be possible by segmenting this audience into categories based on demographics (age, gender, etc.).

These demographics will, ultimately, help you understand why a person would pick your brand, out of all the brands in your niche.

However, how can you create buyer personas that will help you determine and, in the end, reach your targets and KPIs? Also, how can your content be of value and actually “speak” to them and, in the end, help your conversion rate grow?

It’s all about the research…

You can’t act like you know your target audience and start segmenting and creating personas without a little research first. You’ll need to take a good look at your data and base your decisions on your findings.

Doing research will help you answer the infamous “Why?” question. Why would someone buy your product, out of all the products out there? Why are you the best choice they can come up with?

The answer should come to you, after considering the following: Despite all data and demographics, a prospect will become a customer because your product provides a solution. And people don’t buy products; they buy solutions.

So, what is your target audience searching for? This is where you start segmenting. If your audience is searching for sports shoes and your eCommerce store sells sports shoes, then you’ll need to segment.

Segmentation will help you come up with what your buyers need. Therefore, when you decide on what your customers need from you, you’ll be able to come up with better content. Content that will be free of any rookie mistakes, as well.

What is your target audience like?

You probably have more than enough data now, to help you create something that will appeal to your target audience. The ideal scenario would be to create something that would help your target audience convert as a whole.

Of course, your audience is not your buyer and they’ll need to be convinced first. So, you’ll need to make some content that will appeal to them.

If you are a content creator, go ahead and ask yourself the following question: What kind of content would appeal to your audience? What ages would find value to which material?

Here's where age segmentation comes into play: Baby Boomers need X content, whereas Millenials need Y content.

Moreover, since it makes no sense to create for people that will not convert, it’s time to do some thinking: Who is the one that'll be interested in buying your product?

If Boomers make up the majority of your target audience, you’ll need to create content that will be simple, not too technical, and easy to find.

It would be best if it were a video tutorial or perhaps something printable, like a guidebook, for Baby Boomers.

The same goes for the rest of your audience. A product that would appeal more to Millenials should have the content to go with it, and so on.

Why would your target audience like your content?

Data-driven decisions are, again, the way to go when it comes to that one. Audiences search for content the same way they search for any type of product: To satisfy a need.

Instead of putting too much effort into creating appealing content, try and create some that will be helpful instead.

For example, Wikipedia articles are more than a means of killing time, they're helping me find specific answers.

need to keep in mind when creating any kind of content: from video tutorials to infographics; your content will need to meet a need. Your audience needs to know X to do Y.

For example, let’s assume that you’ve just created an eCommerce store and that you’ve decided that you need to create a blog, to go along with it. However, you have no time or energy to invest in a blog, amongst other things. So, you’re looking for someone to do it for you.

You’ll think “I need to know why I need blog ghostwriting, to keep up with the blog I have decided to create.”, you’ll type this question into Google and you’ll expect to find some content.

Different age groups will ask different questions, and different questions will need different content if you’d like to provide answers.

What is your competition up to?

Leave no stone unturned. You can’t be trying to appeal to broad audiences alone. After all, you want to get as many customers to convert as possible.

So, don’t be above checking out your niche and what the competition is like. You need to find answers to the following: What are they doing that you could be doing better? What kind of content do they produce?

If, for example, they’re tutorial masters, make a tutorial that could appeal to a specific buyer persona. Just check your data and see which one of these personas would be interested in a tutorial, and you’ll be good to go.

Also, try and find out what your competition is not exactly good at and fill that gap. If competitor brands are not too helpful for a smaller group of your target audience, then create content just for them. It will not only appeal to them but will also drive more people to your brand.

As you know, trust can go a long way, conversion-wise.

A survey a day

Having an audience that is not included in the decision-making process nowadays is like leaving money on the table. Alternatively, it’s like leading people out the door, you name it.

To get to know your audience and make the most of the data they can-and will, if you play your cards right-give you, go ahead and be inclusive. Make a survey and send it out through email.

Make sure to urge your audience to answer all questions-perhaps offering something in return, like a discount code, or maybe a free trial.

You can also urge them to spread the word and refer a friend or forward the survey to someone they’d think would find it useful.

By asking your prospects, the people that make up your personas, what you should include in your content endeavors, you are practically presenting your brand as one that works for its audience and not against it.

You’re ready!

The steps above have helped you gather data on your ideal audience and how to segment it into smaller audiences that will pick your content above the content of your competitors and find some use and, let’s be honest, fun into it.

Now you’re ready to sit down and create a buyer persona that will find your content of use.

In conclusion

Not every person from your audience will convert. But it’s important that, again, they find value in your content. If they do, they’ll share it with their peers, making themselves into brand ambassadors, thus advertising your content for free.

And a tip or two for the road: Do your keyword research before creating any kind of content and invest in a tool that will help you monitor SEO.

Value, after all, is not to be found in sales alone, but in content as well.

What do you think? Are there any techniques that you’d like to share with your community or with me? Don’t forget to leave me a comment and share the knowledge!

Author Bio:

Téa is a content writer working for email marketing software company Moosend and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas-and cats-to play with.