In content marketing one-size-fits-all is not always a successful approach. Particularly in business to business marketing, clients are looking for answers to their problems and we all have our own very individual problems. You need to develop a number of ways of talking to your audience.
One way you can learn the right language is to look at so-called ‘social buyers’ who make full use of online resources as they make their purchasing decisions. The conservative estimate is that these buyers are spending six-and-a-half hours-a-week researching their choices.
This is your chance to reach them, and develop personas that will allow your content to speak more effectively to them. Here’s how:
- Ask the right questions
Social media is more revealing, so it’s more valuable to marketers and also infinitely more complex than the old age, location, income bracket way of segmenting a potential market.
Demographics are still useful to the definition of your marketing personas, but you need to go much deeper. This can be an almost endless process if you’re not careful, so try to keep focused. The key questions include: what problem are they trying to solve, where do they find the information they trust and can they make buying decisions?
If you have a strong relationship with some customers then don’t be afraid to ask them directly.
- Use your data
The marketing gurus reckon you should be able to find five customer personas to match five marketing voices you can adopt in your content.
Of course, people aren’t as simple as that, but it’s a useful exercise, and you’ll find that outside the strict lines of the five persona model you will find cross-overs of interests and problems which will allow you to tweak content slightly to speak to different groups.
- Expand your brief
Persona development is a function of marketing, but it’s much more than that. You’ll certainly need to speak to the people in your organisation who have the most face-to-face or phone contact with customers to learn what makes them tick.
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