Creating buyer personas for businesses
Any business will benefit from profiling their target customers to understand their common needs, challenges and motivations. Creating buyer personas is a process you can go through to achieve this.
In a planning meeting we will discuss your typical customer or customers with you, asking pertinent questions to gain deep understanding. We’ll discover what is most likely to drive their behaviour, what difficulties or desires they experience which you can solve or fulfil, and what they need to see from you to consider you a credible vendor.
Then we’ll write up the buyer personas in handy one-page documents. These will present all the relevant information to you in an easy-to-understand format. You may only require one. Or there may be two or more marketing personas which are required.
Using buyer personas in content marketing and beyond
Armed with these buyer personas it is far easier to write persuasive marketing copy. This is because we know precisely what needs to be said, and how to link your service to the everyday reality of your customers or clients.
It gets even better though. The customer personas we create are not just useful to us as writers. You can keep them as internal documents within your business, use them to brief other creatives; train up new staff on how to interact with clients; and in your business planning activities.
Armed with these buyer personas it is far easier to write persuasive marketing copy.
Creating buyer personas is part of a suite of planning services we often recommend to clients when we start working with them. The other documents in this suite are content calendars which set out a road map of the work we will be doing. And tone of voice guidelines which describe the consistent way in which your company will project itself in its copy.