As a business owner, it is essential that you understand your core audience. Anyone who has told an off-color joke at a family gathering knows the significance of understanding your audience before you speak. In order to avoid alienating your core demographic, you need to know who you are speaking to and what they want. In this handy guide, the branding experts at Responsival will walk you through how to build a solid buyer persona and how to use it to craft the best growth marketing strategy for your target audience.
A buyer persona is a semi-fictional representation of your dream customer. An in-depth buyer persona not only shows you where you should focus your time, but it also can guide your product development. A good buyer persona represents your customer demographics and includes your ideal customers’ financial means, goals, motivations, and behavior patterns. The more information you can get, the better you will be at anticipating your customers’ needs and desires. From, there you can begin to build out your growth marketing strategy.
You can build a solid buyer persona by asking the right questions and using tools such as Moz and Ahrefs. But how do you know you hitting the right keywords and creating the best possible blog content?
To begin, you should ask yourself some basic questions about your core audience.
Once you have these basics down, you will be able to dig a bit deeper. Use all your internal customer data to develop your buyer persona.
But don’t stop there! Ahrefs and Moz have valuable keyword and organic traffic insight tools. Just search your URL or type in some keywords and bam! You get information on everything from competitor keywords to new keywords you may not have previously discovered.
Here’s another option—segment your keywords before you plug them into Ahrefs. Try dividing your list by product category or by pillar page. This information will allow you to refine your existing personas and to write more specific, helpful content that promotes these keywords.
Okay, now you are fully equipped with your detailed buyer persona. What now?
Develop a Persona-Based Growth Strategy
The next step is to craft the perfect brand identity that will get you elicit responses from your consumers. You will want to specifically design a growth marketing campaign based on the type of business you have.
When it comes to creating ads for an eCommerce business, it is extremely important to show off your products. Once you understand your target audience better, you will be prepared for what type of product your customer needs at that moment and their expected search terms. Here are a few other tips to keep in mind while you develop your campaign.
When you own a B2C (business to consumer) business, one of the biggest problems you have is visibility. While it may be tempting to get people to your site by whatever means necessary, you should still strive to make your content as helpful as possible to the average reader. Be sure to answer your target audience's concerns in the blog and direct them toward the link without seeming like an advertisement. When executed properly, you will begin to see organic growth from your pillar pages.
Another challenge that B2C businesses face is seeming impersonal to customers. Try incorporating people into your hero images so that your content looks personable to the individuals that will stumble upon your blog content. You should also write content that is easy and engaging to read. If your content is too high-level or simply isn't interesting, then you won't see the positive metrics you expect.
The key to understanding your audience is to build a solid buyer persona. To do this, it’s important to use all the weapons in your arsenal, which includes internal data about your customers and tools such like Ahrefs and Moz. Once you have done your research, you’ll know exactly how to craft the perfect messages for your target audience. If you are interested in starting a growth marketing campaign for your business, feel free to schedule a discovery call with the Responsival team.
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