Marketing has gotten smarter. It’s no longer good enough to throw messages at the proverbial wall and hope some of them stick. Today, marketing messages are specifically targeted to distinct groups based on their tastes, interests and habits.
As a result, marketers need to know who their target customers are. Do they watch PBS or MTV? Are they addicted to their smartphones or are they technophobic? Do they go online only to check email and stock portfolios or are they online 24/7 working, watching YouTube videos and checking in on weekend plans via social media?
The answers to these questions are important because they determine where, when and how you should reach out to your target customers. They also help you develop your buyer personas, which will help you craft specific marketing messages that speak directly to your buyers.
Let’s take a look at some ways to use buyer personas to create marketing content that will hit its target with your customers.
So what’s the bottom line? By getting a more in-depth and personal view of their target customer, marketers can create content that appeals, educates and resonates with potential buyers. Well-conceived buyer personas enable marketers to see the world through the eyes of their buyers so they can more easily put their customers first—not their brand. The payoff? Customer loyalty. What do you think?
Barb Schmitz is professional writer with over 20 years of experience writing for B2B and B2C publications and web sites. She served as an editor on Computer-Aided Engineering magazine for over 10 years before starting her own PR/freelance writing business in 2000. Her expertise includes interviewing, researching and writing whitepapers, blogs, e-books, case studies, and feature articles.