Creating buyer personas help marketers determine what kind of content is needed. When you understand your target audience you can create content on relevant topics for them and gain credibility with them. Defining your personas is the driving force behind garnering the attention of your prospects.
Here are four steps to creating well-defined personas….
1.) Check your site analytics
Your website analytics provides data on where your visitors came from, what keywords they used to find you, and how long they spent once they arrived. This is valuable when identifying personas as you can begin to identify needs.
2.) Involve your company in the process
Have conversations with your entire team—not just marketing, but Customer Service, IT, Sales, Integration, and more. Include everyone that interactions with customers and have access to customer data. Gaining the perspective from all departments provides a clear picture of your customer needs and practices.
3.) Social media research
You can also do some research within social media. Review prospect and customer social sites and website comments. Here you can read what their customers are asking for and identify the problems your product can solve.
4.) Ask your target audience questions.
Who better to ask than the people you call customers or are looking to attract? Use Surveys and set up interviews to answer questions regarding your target audience. Hubspot offers a great checklist to use for this process.
What do you think the key components are to persona creation? Please share your thoughts in the comments section below.
Expect social media to continue to be an integral part of your inbound marketing strategy in 2016. Social media is a proven strategy for building brand awareness and for engaging with target audience. Here are a few best practices to consider…
1.) Have a presence in all of the social media networks that your target audience frequent.
Facebook is a great for reaching a broad audience and a good place for companies who are just starting out and LinkedIn is known for great b2b interaction, but what about Instagram? According to Social Media Today, photos bring higher engagement than videos. Create a story about your brand and it’s okay to use humor. Give your target audience a look into your brand that they normally don’t get to see. Just like facebook you can attract a broad audience and build brand awareness in an unique way.
2.) Pick 1 or 2 keywords and SEO them 100% of the time.
In order to successfully gain traffic to your website, you have to consistently use relevant keywords. These keywords should be the longtail keywords utilized most often to find your type of offering or service.
3.) Don’t just post on Social Media…Have conversations
It’s not enough to merely have a presence on the social media platforms. Conversions are typically generated from organic search and email, so if you want to reach your audience ask questions and answer comments to build rapport and begin lead nurturing. Be alert of mentions of your brand and respond proactively.
4.) Content creation that is an engaging machine
Content Marketing is can be an exhausting machine to feed. Content creation platforms, such as SnapApp help marketers develop fun and engaging assessment, quizzes, calculators, videos and infographics from existing content. Publishing these content pieces within social media provides engagement with your brand. Analytics provides data on what aspects appealed to various user demographics within social media platforms.
What do you think is the key to great communication? Please share your thoughts in the comments section below.