Most businesses have a pretty solid idea of who buys their products or services. You might call this individual your ideal customer or target audience. In the marketing biz, we think of this person as your buyer persona. At ProFromGo, we sit down with every client to really get into the head of that ideal person and figure out the best way to engage them and ultimately convert from a site visitor to a lead to a satisfied customer.
What is a Buyer Persona?
In short, your buyer persona is an amalgamation of the person most likely to use your product or service. This person is unique to your company. In other words, while your overall industry’s ideal customer may share certain characteristics, we need to do a deeper dive and really understand why that person will want to buy from your company and not a competitor. For example, while ProFromGo is one of many marketing agencies, we’re a great fit for B2B and manufacturing companies while other agencies might focus more on ecommerce clients. Knowing this helps us determine and target a specific buyer persona.
When we talk about a buyer persona, we get into all of aspects of this person’s life. What are their demographics, background, income, education, etc? What are their biggest goals and challenges? Are there any common objections this person would have to your company? Of course, there’s no way to account for every single customer you’re likely to encounter. However, a good buyer persona helps you get a good average.
Once we’ve put all of these ideas down on paper, we begin building that ideal customer. It may sound silly, but we treat them like a character in a book. They are, for all intents and purposes, a real person (complete with a name). We talk about them as if they’re real and try to speak right to them through content. But raises another question. How do you know what kind of content will resonate with your buyer persona?
Use Keywords to Attract Your Buyer Persona
On top of all of our onboarding activities (including buyer persona creation), we also engage in some pretty heavy keyword research. Just a quick refresher on what keyword research is. Keyword research looks at the phrases your customers are most likely to type into search engines when they need your product or service. Through all methodical process, we hone on in on these keywords and begin applying them to the content we write for your website pages and blog content.
So, how does that help with your buyer persona? As mentioned above, your buyer persona represents your ideal customer. Part of identifying this ideal customer comes with understanding how they search for products and services. What are the exact phrases they’re putting into Google and other search engines? Once we have a solid list of keywords in our tool belt, we can begin creating content that really speaks to your buyer persona.
Properly used keywords help you rank better on search engines, meaning there’s a greater likelihood that your ideal customer/buyer persona will visit your site. That’s step one. The next step is to create content that really speaks your buyer persona’s language. That doesn’t mean just stuffing in the keywords they searched for, but creating site content and blog posts that really answer their questions and encourage them to take more action on your site such as request a demo or quote or download a piece of premium content.
At the end of the day, your buyer persona shouldn’t think twice about deciding to go with your company. Through keyword research that attracts them to your site and messaging that speaks right to them, we set the foundation for a solid marketing strategy for your business.
Find Your Buyers Persona with ProFromGo
Through a lot of research and industry know-how, our team of content strategists help you hone in on your ideal customer and provide strategies and methods for getting their attention. Contact ProFromGo to learn more!