It is vital to establish buyer personas for your business so you can segment your audience and create stronger more targeted marketing campaigns. But how do you start researching and creating these personas from scratch?
Creating great brand content is essential but you have to know how your audience is going to absorb that content. Your content today has to be relevant to your users so they care about it and actually need it.
It all starts by creating your buyer personas and then buyer journeys - basically who your buyers are and how they're shopping. Here’s how:
The first step is to interview your target audience but those that aren’t already doing business with you. You want to collect demographic data – like age, location etc and psychographic info like values, interests etc.
With this raw data, you need to put it into a way that's useful. Create a profile for your buyer including their background, demographic, common objections, frustrations and pain points – this last part is what your content needs to really identify with.
Finally, you need to segment their actions into a marketing funnel, tracking what they are doing in each phase. Start thinking now about what you could do to reach them or sway them as they move down through the funnel.
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