Sep 25, 2018

Making the Most of Buyer Personas

You’ve read the blog. You’ve done the research. You’ve put together comprehensive buyer personas that address every like, dislike, pain point and preference a marketer could ask for. Now what? How do you make the most of the knowledge you’ve gathered?

Audit Your Current Content

Once you’ve developed buyer personas, a great first step is to look at your content through their eyes. Let’s use Karen, our example from Buyer Personas 101, and add Robert, another buyer persona for the same senior living client.

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When viewing these two personas side-by-side, it’s clear that they’ll need different types of content to address their needs. But to get the best perspective, you’ll want to go through your content with each persona in mind, and note where it does or doesn’t meet their needs.

This is a form of content audit, and it’s great at revealing gaps in your content.

Viewing your website through Robert’s eyes might reveal that your font colors aren’t ADA-compliant, or that your brochures are a little too strong on the sales approach for his tastes. Make a note of everything that should be adjusted, and once you’ve gone through each buyer persona, you’ll have a clear list of items to address.

Create & Revise Content

After your audit, you’ll have your work cut out for you. Your next steps should fall into one of three categories:

  • Revise: Sometimes all your content needs is a tweak of copy or color to better address your target audiences. Other times these revisions may need to be more thorough. Either result is good! It means you’re being more mindful of how to optimize your content to address your customers.
  • Version: In some cases, you may want to create two or more versions of a particularly important piece of content if you want to optimize it for each buyer persona individually. So, for example, the articles, “How to talk to your parent about senior living,” and “Important questions to ask when considering senior living,” may be rooted in the same basic details, but they’ll be directed at different audiences.
  • Create: Sometimes an audience-focused audit will reveal gaps in your content you didn’t even know existed. This is a great opportunity to produce content that is targeted, strategic and will resonate with the people who matter most to your business.
Embrace Opportunities

Sometimes all the audience research in the world can’t help you find something that’s right in front of your face. So as you follow-up on your content audit revisions, take time to reevaluate your target audiences and buyer personas. Ask yourself where there might be gaps or opportunities to expand these targeted customers. Doing so is how Subaru made a name for itself (and a generous profit) marketing their cars to lesbians, and it’s how your business can uncover new opportunities for content and growth — backed by research, curiosity and a willingness to walk a mile in someone else’s shoes.

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