Buyer Personas help you create better marketing content, plain and simple.
Thanks to Box.com, Find New Customers still has all the great content from the Buyer Persona Master Class we took a long time ago. Also learned that if you type “Fearless Competitor” into Google Blog Search, this blog shows up. If I have misspelled words, please tell me, because I was told I make mistakes.
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Hope you had a nice Easter with your family like I did and I went to Easter Mass, like always – even when I was a married man. (Not married anymore unfortunately, but hope to address that someday. I’m a slim man.)
Spent it with my family like everyone else and talked to my kids. Took photos with my iPhone – which takes great pictures- so I now have great family photos of my mom and stepfather in my small bedroom with a small TV, but this small bedroom is my home. We all need a place to stay, even if less than ideal to have a small room and share a kitchen and bathroom.
Very happy the Notre Dame women won and play for a championship against UConn this week in Tampa – because I’m a Notre Dame grad and I will always be one and Doctor David Tulsiak is a Notre Dame grad and a great friend of mine. Hear from David a lot.
We now call Find New Customers the most Likeable company in BtoB marketing today, thanks to our partnership with Likeable Local – which is Social Media Marketing software to make YOU more successful.
The area I suggest you start with is developing a deep understanding of your buyers. Why?
If you want to write meaningful content to buyers, you need to understand how they buy and the terms they use.
After all, future potential buyers will use the same terms and thoughts as past buyers. In fact, Joe Pulizzi book said Epic Content means less marketing, and that’s true.
How can you create epic content without understanding buyer and the process and words they use to solve their business problems?
According to Adele Revella of The Buyer Persona Institute. almost 1/2 of companies (44%) but almost 9 out of 10 say they are not using them effectively.
The reason I believe is that buyer personas are like scuba diving. You don’t scuba dive unless you are trained and certified. (I am a NAUI certified scuba diver, by the way.)
Buyer Personas require expertise that comes from good training.
Pre-defined survey questions do not work, because you cannot predict responses. You are a detective doing personas.
In the great book by my friend Joe Pulizzi of The Content Marketing Institute, his recent book, Epic Content Marketing, talked about the importance of “audience personas.”
Please keep in mind what is required to do good customer interviews:
- Know whom to interview.
- Know how to conduct a successful interview.
- Know how to document your findings.
- Know how to use those documented findings in your marketing campaigns to create better marketing content.
With that in mind,we believe the best way is to use people who are trained by the Buyer Persona Institute, in the Buyer Persona Master Class, like Jeffrey L. Ogden of Find New Customers was a long time ago, but we still have the content from that class. (So sorry the Find New Customers website is not working, but it’s coming soon I hope.)
Spend some time investing in learning the behavior of recent buyers and your marketing will vastly improve.
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This blog is written by the award-winning marketing expert Jeffrey L. Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter at @fearlesscomp like thousands of people do today.