Making the Most Of Content Marketing by Learning the Most About Your Ideal Client
Buyer profiles—or buyer personas—are the foundation, the hub of your inbound marketing wheel. The spokes extend to every department in your organization. If you don't have detailed, three-dimensional buyer personas created for your content campaign, you don't have a content campaign.
A projected $77.37 billion will be spent on digital ads in 2017. Despite tremendous investment in paid digital advertising, the average click-through rate for outbound digital ads is about 2%. Why. I suspect it's because the typical neuron is being short-circuited by too many ads, most of which are irrelevant to the viewer.
That's not good for anyone.
How much time, money, labor, and embarrassment might Pepsi have avoided by learning about their target audience through research rather than generational supposition before launching their infamous Jenner ad? Can you afford to waste that kind of investment? No; probably not.
So why haven't you taken the time to flesh out (he-he, see what I did there?) your buyer personas?
Time invested now will save you countless hours—and dollars—later. I studied neuroscience in college and spent a lot of time with a collection of neuro-nerds just like me. One of our favorite things to do on the weekends was put drunk goggles on Freshmen and guess the precision variance of shots thrown at the trash-bin basketball hoop. What? It was for science. Anyway, those poor kids looked ridiculous! Is that the way you want to present your business, like some upperclassmen put drunk goggles on you and made you pitch at strangers?
If you don’t care, then what's the point?
Build your brand around your buyer. Cross-departmental communication can be a cold, dark pit where good ideas go to die in obscurity, buried beneath the vitriol of interdepartmental spats. However, when you create well-rounded buyer personas you clear away all the fog around who you’re trying to serve and how. Personas act like a bridge between departments, freeing more time and resources for direct, universal action to attract, convert, close, and delight the perfect clients for your company.
When you build your brand around your buyer, you give your team clear and directed cues that everyone understands. You also leave no room for doubt about your motives in your prospects’ minds. They can tell you’re there for them, and they’re thrilled by it.
Delighting customers is difficult…unless you know what they want. For the most part, basic customer service practices will get your company by. But it won’t get you ahead. If you want that customer you worked so hard for to become a walking billboard for your brand—or even to come back to you later—you must include delight in your sales funnel. For most companies, delight isn’t a consideration and it shows. For others, delight would be really nice, but they feel they should focus more on the next sale. I’m here to tell you that delighting those who buy into your spiel is valuable and easy.
Converting your clients from customers to brand evangelists is as simple as knowing who they are and what they want, then going just one step beyond their expectations. Understand them, relate to them, and you’ll make them feel they’re partnering with a life-long friend. That warmth and familiarity will come up regularly in other communications.
Creating those buyer personas helps your marketing, sales, and even customer service teams build deep, genuine relationships with clients.
That should be your ultimate goal.
Taking extra time to create comprehensive buyer profiles before you even brainstorm content marketing trajectories saves infinite time and resources later down the line. Your prospects will come to know and love you because they realize how well you know them. And your organization will communicate more fluidly from the point of a shared perspective on your goals. If buyer profiles aren’t part of your content marketing plan, you don’t have a content marketing plan. You can quit now.