Building a Buyer Persona for Content Marketing: A SmallBiz How-To
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Know Your Audience: Building a Buyer Persona for Content Marketing A SmallBiz How-To A Small Business Digital Media Presentation of Vermont Small Business Marketing Associates
description
Know Your Audience: Building a Buyer Persona for Content Marketing: A SmallBiz How-To provides a basic look at the buyer persona concept and simple steps to get small business owners started in the process.
Transcript of Building a Buyer Persona for Content Marketing: A SmallBiz How-To
Know Your Audience: Building a Buyer Persona for Content Marketing
A SmallBiz How-To
A Small Business Digital Media Presentation of Vermont Small Business Marketing Associates
@VSBmarketing | www.VSBMA.com
Marketing professionals broadly define a buyer persona as:
“A research-based model of who buyers are,what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, where they buy, when they buy, and why they make buying decisions.”
Every audience is not a buyer.
In the context of Content Marketing, you want to build a buyer persona for every audience you need to reach for overall organizational success.
Every audience for your organization may not be a “buyer,” but your goal should be to build this persona profile for each audience anyway.
You need to know Two Thingsin order to begin building a buyer persona.
1. How To Research
2. What To Ask
You can perform research and answer questions about your target audience in Two Ways.
2. Passive Info
Gathering
1. Active Engagement
Talk to People At Events
Interview Current
Audience Members
Two great options to research via active engagement include:
Active Engagement
Interview Current
Audience Members
Actively Engage the People Who Already Like You
The people who are already your customers
and social media followers are a great
outlet for understanding why
people like your product or service.
Talk to People At Events
Actively Engage by Talking to People at Events
While at a business-related event, you can talk to other attendees one-on-one. Be
prepared with a list of questions. Or listen to
audience members during presentations. Ask them
about their questions afterwards.
Watch and Listen
Two great options to research via passive information gathering include:
Study Web Analytics
Passive Info Gathering
Study Web Analytics
Passively Gather Information With Website Statistics
Your web analytics will tell you where your website visitors found you, what
keywords they used to find you, how long they stayed,
and what pages and content they accessed
while there.
Watch and Listen
Passively Gather Information By Watching and Listening to Competitors and Professional Networks
By watching and listening to your competitors or other professional networks, you
will begin to see what type of content they share, who is following them, and what problems they answer for
your target audience.
When performing research, you need to know what questions to ask to find the answers you need.
What To Ask
There are many difference questions you will want the
answers to in order to build a buyer persona. Your
organization’s specific needs will direct you in building
those questions, but here are a few to get you started…
When performing research, you need to know what questions to ask to find the answers you need.
What To Ask
Do they subscribe to newsletters?
Do they prefer e-newsletters or print newsletters?
Which newsletters do they subscribe to?
When performing research, you need to know what questions to ask to find the answers you need.
What To Ask
Do they attend events?
Which events do they attend?
Do they attend live events or webinars?
Do they prefer live events or webinars?
When performing research, you need to know what questions to ask to find the answers you need.
What To Ask
Do they access information at home or at work?
Do they have word-of-mouth outlets?
Which outlets deliver the most word-of-mouth
information?
When performing research, you need to know what questions to ask to find the answers you need.
What To Ask
Do they see advertisements on TV, in magazines, in snail
or e-mail?
Do they prefer to communicate by telephone,
text or e-mail?
How often do they access social networks and which
ones?
When performing research, you need to know what questions to ask to find the answers you need.
What To Ask
What type of content do they access?
Why do they access that content?
What format do they prefer when accessing content?
Visit VSBMA’s Small Business Digital Marketing How-To Center
at www.VSBMA.com for more social media and content marketing Tips ’n Tricks.
