How to use buyer personas to create quality content�
In Australia’s competitive property and finance industries, creating quality content is crucial if you want to attract new clients and keep your old ones.
However, simply producing content without a clear strategy can be a waste of time and resources.
To create content that resonates with your target audience, it’s essential to understand your ideal customer on a deeper level. One effective way of doing this is through buyer personas.
What are buyer personas?
A buyer persona is a fictional representation of your ideal client, based on a combination of hard data and your own observations of their needs, behaviours and motivations.
By creating a buyer persona, businesses can gain a deeper understanding of their target audience to, ultimately, create content they find appealing.
Why use buyer personas for content creation?
Using buyer personas for content creation can be a valuable strategy for several reasons:
- It’s cost-effective: by targeting the right audience with the right message, you don’t waste time or resources
- It will deliver increased engagement: by creating content that speaks directly to the interests of your ideal client, you will build a stronger relationship with them.
- It will deliver improved conversion rates: by addressing the pain points of your ideal client, you will increase the likelihood of generating leads and making sales.
How to create a buyer persona
Creating a buyer persona involves researching and gathering data on your target audience. This can be done through customer surveys, interviews and social media analytics. The data is then used to create a profile of your ideal customer, including information such as their:
- Pain points
Let’s say, for example, you own a credit repair agency. You might create a buyer persona named Sarah, a small business owner who needs to improve her credit score to qualify for a business loan or line of credit. Sarah may be struggling to keep up with her expenses and need guidance on how to improve her credit score to access the funding she needs.
Tailoring content to buyer personas
Once a buyer persona has been created, you then use it to tailor content to this ideal customer.
Do this by focusing on topics and keywords that are relevant to their interests and concerns. For instance, a financial adviser might create content on self-managed super funds for a buyer persona named John, a 45-year-old business owner with a high income who’s interested in taking control of his retirement savings.
Measuring the success of your content
Finally, don’t forget to track how well your tailored content resonates with your target audience. This can involve looking at metrics such as website traffic, social media engagement and lead generation to see how well it’s performing.